Urjaa
A brand identity that conveys culture and values
Branding
2015
About
Urjaa (short for United Retailers Joint Advisory and Action) is a retail consultancy that helps small, family-owned businesses improve their operations and margins.
Urjaa is also the Sanskrit word for energy, a double meaning that became the foundation for the identity.
Design concept
The logomark combines two symbols: a flower, representing growth, and a flame, referencing the Sanskrit meaning of the name. The two forms are merged into a single mark that is simple enough to work at small sizes while carrying enough detail to reward a closer look.
The wordmark is set in Perla, with each character individually modified to improve the symmetry and optical balance between letters: a small but considered detail that gives the final mark a sense of craft and stability.
Combined with dark shades of blue and grey, the identity aims to balance the formality and trustworthiness a consultancy needs with enough warmth to feel approachable to the small business owners they serve.
