Angelena Ikah
Overview Works


Diriku




This project aims to create a logotype for a self initiated makeup brand for my branding class. A note that became the foundation of this exploration is to concentrate on values and not offerings. With this in mind, I had to establish a name and what I wanted my brand to stand for. 

My word pool includes
Celebration    Confidence    Empowerment    Exploration    Expression    Equality    Freedom    Inclusivity
Open-mindedness    Uniqueness 

I named my brand Diriku, which means myself. The objective of Diriku will be to embrace equality, creating a welcoming space for outward expression that supports mental well-being across ages, gender identity, sexual orientation, race, cultural background, and physical or mental ability.  Following this, I can now start to craft 
the logo. Below are visual references that I took note from in my development. 








From Type to Logo by Victionary




Looking at existing logos did give me an idea of the look that I can go for. To expand on this I wanted to better understand how to craft my logo, so I looked into the classifications of how relation implies between signal, index, symbol, and sign. The signal and the index form a group of relation that is utilitarian rather than of existential representation, whereas in symbol and sign this representation exists. However these terms often intersect in meaning, and they vary depending on the context in which they are used. I was very intrigued by the idea of the variant in context.

I broke down my objective into two main points 
  • Embracing equality
  • Create a welcoming space for outward expression 

I explored this by having a composition of lines in creating the logo. The series of aligned lines standing at the same level symbolizes individuals and an inherent equality among them. On the packaging, I rotated the orientation of the lines to form equal lines, being able to read interchangeably between “Empower beauty, celebrate you” and “Empower = Celebrate, Beauty = You”. These phrases encourage individuals to express themselves without conforming to norms or standards of beauty. By empowering individuals to celebrate their own unique identities, we encourage a culture of acceptance, respect, and equality for all.