AKASHA's voice and tone projects and reflects who we are. Our brand must personify the values we have identified as critical to our purpose and our culture.
We infuse everything we do with playfulness, imagination and innovation. We explore constantly, bringing new ideas to light and new project to life.
Our purpose demands understanding, and understanding requires a diverse mix of people, disciplines and perspectives. Our values are the heart of how we build our brand to build a cohesive experience. We are aiming for a friendly, coherent and strong brand that’s present in every design decision, from each individual design element to more complex layers, such as illustrations.
Colour helps every brand to distinguish itself and helps all the communication to be consistent throughout the different media and products. We use color in all expressions of our brand, from illustrations to simple elements.
AKASHA uses a vibrant blue as its primary brand color. Our primary palette uses colours to bring a personality of our brand used in logical ways throughout all communications products to guide the user and highlight the important points.
Our secondary palette contains a variety of colours to keep things attractive and to differentiate actions visually. Specially on illustrations, these colours, when used in conjunction with our primary palette, make the up for fresher and more appealing visuals.
Illustration is a powerful communication tool, consequently we wanted an illustration style that helped our brand to distinguish itself. We built a style based on collages of real photos combined with organic elements and shapes in conjunction with both our palettes.
Each illustration should always have the goal of helping to clarify an idea or a concept transmitted on the text, performing a coherent narrative and friendliness throughout every single image.
As a word, AKASHA ( [aːkaːʃə], आकाश) has roots in Sanskrit and means “ether” in both its elemental and metaphysical senses. The ancient Sanskrit-speaking civilization envisaged akasha as a metaphysical information network connecting humanity with itself and infinite knowledge.
Averta is a geometric sans serif family with a simplistic, yet appealing, personality. The purely geometric rounds, open apertures, and its low contrast strokes manage to express an unmoderated, straightforward tone resulting in a modernist, neutral and friendly typeface.
Averta Standard is intended for use in a vast variety of media. The central styles (Light through Bold) are drawn to perform at text sizes, while the extremes are spaced tighter to form more coherent headlines. The dynamism of the true italics adds a complementary touch to the whole family and provides extra versatility, making Averta Standard an excellent tool for a range of uses, from signage to branding and editorial design.