Transliteration | Type lettering
Croma but ક્રોમા
What's expected?
What I've done
Type lettering
Creative strategy
Transform Croma from a tech retailer to a culturally resonant tech retailer brand – without losing its original essence.
What resonates?
A logo isn’t just a name; it’s a connection. By transliterating into Gujarati, Croma creates a connection that feels local, authentic, and rooted in the region’s culture—strengthening its bond with the audience.
What clicked?
Speak local,stay global.
A logo that’s as diverse as the people it represents.
The transliteration takes characteristics from the Latin logo and stylizes the interpretations in Gujarati logo. Now, I may barely be able to read Gujarati but I knew about the serifs in the Gujarati script.
The mockups for this project are intentional, thoughtful, and contextual, showcasing the personality of the type lettering. Scaled-up and cropped elements of the logo give the design a striking presence.
The logo began as a rough sketch and evolved as I transitioned from Latin serifs to Gujarati serifs, aligning it with the script. Along the way, I adjusted the proportions to match those of the Latin logo and refined anchor points for a cohesive look.
Some behind the scenes struggle for you to enjoy.
