Aarv Music (2025), Brand Identity.
Aarv is a Melbourne-based DJ seeking a distinctive visual identity that could grow alongside his emerging presence in the music industry. As someone of Indian heritage, it was important that the brand reflected his cultural background in a meaningful and authentic way.
The identity was built around a custom logotype inspired by the Punjabi spelling of his name. Rather than taking a literal approach, we studied the strokes, curves, and structure of Punjabi characters and translated these qualities into Roman letterforms. The result is a logo that remains clearly readable in English while subtly incorporating visual cues from the original script.
By balancing cultural influence with a contemporary, minimalist aesthetic, the identity creates a unique visual language that feels both personal and professional. The final outcome is a mark that honours Aarv's heritage while supporting the modern, impactful presence he wanted to establish as an artist.
The identity was built around a custom logotype inspired by the Punjabi spelling of his name. Rather than taking a literal approach, we studied the strokes, curves, and structure of Punjabi characters and translated these qualities into Roman letterforms. The result is a logo that remains clearly readable in English while subtly incorporating visual cues from the original script.
By balancing cultural influence with a contemporary, minimalist aesthetic, the identity creates a unique visual language that feels both personal and professional. The final outcome is a mark that honours Aarv's heritage while supporting the modern, impactful presence he wanted to establish as an artist.
Completed in-house at Studio AD & Co.