The Fifth Key

Backstory

I met Swati in 2019 ​​at a Coach Training workshop in Delhi. She was a participant and I was behind the scenes, basically visiting Delhi to eat chaat and meet my cousins. Back to Source was hosting the workshop and she loved the the​ ​logo that I had designed for them. A year later she reached out to me to design a logo for a potential future in coaching. Her brand name was fixed, her vision was fixed, her references were fixed, which ​was good because there was certainty in her briefing. And then she adds – I like your simplistic sense of design so feel free to explore that.

So here lies the paradox – clients like minimalistic as long as it includes everything.

The references she had in mind used an A for apple approach – 5 keys illustrated, brand name written in full. I simplified the key to just the key hole, full text Fifth converted to ​numeral and a play using positive and negative spaces. 

​And then we went back and forth on typeface and colours and weightages and spacing and some 33 iterations later, I closed this not so minimalistic and definitely not simplistic project.