Navadurga Surgicals

Backstory

​My friend Priyanka had a friend Smita and all our kids were in the same creative movement class at SMArT. I was rather anti social those days (those days have extended into now days as well) so when Smita called me for a logo design, I didn’t quite make the connection and was rather formal on the phone. Later that evening when I went to pick up my kids from class, there was this lady distributing chocolate brownies as it was her daughter’s birthday. So I tell my girls to say, ‘thank you aunty’ and when she spoke she sounded like my client on the phone. I joined the dots only then and I hoped Smita didn’t see the crooked line that my dots made. 

So Smita and her husband Hemant ​run a business selling surgical instruments. She liked the SMArT logo that I had designed. SMArT was a studio for performing arts. Her business Navadurga Survivals sold surgical equipments. She wanted a typographical logo using a styling similar to the one I used in the SMArT logo. No iconography. There was clarity in her brief.

I was trying very hard to do something different and failing miserably at the attempt. Back in my advertising days, Niranjan, my creative director had great ability to cut through clutter and shoot the arrow on the parrot’s eye (Mahabharat) or the eye of the rotating fish (Ramayan and also Mahabharat). He had the great ability to foresee when it was time not to exercise creativity. If the client’s brief is that the products are at a price off, say SALE. Don’t get smart. So when the client shows you a style that they are convinced they like, you will be evaluated on the execution of their needs. Not your attempt of trying to be different.

NDS was a boring logo according to me. But both Smita and Hemant loved it.