Ashcarya Logo

Ashcarya Boutique Resort – Exclusive private villa with outdoor activities.  Located in Ratchaburi Thailand, the resort provides spa servives, fine dining, and retail for the middle and upper class.

The client approached with a brief to design and develop and unique identity logo to represent their beliefs.   The logo will be used in various medias, from business cards, to towels, signage, websites and even on a complimentary pen.  The client requested for a logo that is timeless and modern that is best suited for the current trend.

Approaching the design

The name “Ashcarya” itself means the stars in an old Burmese and Chinese dialect.  The choice of color for the logo is blood red, the color of the grassy flower abundant in the fields surrounding the resort.  In this case, red is a positive color to the Chinese culture – which happens to be the color of choice with the Chinese client.

Pantone Color – 19-1656 TPX Rio Red

Design Development

By working together with the client, several design

directions were drafted.  The designs are based on one element, the star.  The image below shows a few selected key stages of the design development.  There are a ton of other hand drawn sketching involved in the process.

After discussing with the client, we both agree that we need a logo type for the resort identity.  I spent countless of hours finding a suitable font to base the design on.  The font has to be a commercial font that is unique and have a class of its own.

Final Design

I was very careful when design the star.  The stars is a very common element used in many cultures.  Incorrectly used and you may asso

ciate the design with the middle eastern culture.  With a negative space, the star is given a fresh unique look.  The lettering is organic but yet minimal.  There are no sharp edges, which does not conflict with Feng Shui.  The tails and descenders are treated to point upwards.

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