From Amul To Air India, Meet The Brilliant Designers Behind These Iconic Brands

In the days gone by, before the digital age took over, brands were identified through meticulously crafted logos, symbols, and illustrations created by skilled "visualisers" the term used to refer to designers in the 1950s and 1960s. These pioneers of modern design and aesthetics left an indelible mark on the Indian design landscape, shaping the visual identities of some of the most iconic brands we know and love today.

Nargis Wadia: The Artist Behind Air India's Maharaja

When Nargis Wadia, a graduate of the prestigious JJ School of Art in Mumbai, joined Air India's in-house art studio as a designer in 1955, the airline's turbaned and moustachioed Maharaja mascot was used primarily for corporate branding.

However, a brief to make him the face of the airline led Wadia and her team on a remarkable journey, creating brilliant artwork that not only won international acclaim but also gave Air India the exposure it sought in the global market, according to The Indian Express.

Before joining Air India, Wadia had a brief stint with Shilpi, an ad agency managed by the renowned Indian poet Nissim Ezekiel. As a working woman and a professional in this field, she faced her own set of challenges but thrived in the creative and liberal work environment under the guidance of Bobby Kooka, who was the commercial director of Air India at the time.

Shekhar Kamat: The Mind Behind SBI's Iconic Keyhole Logo

In 1969, the State Bank of India (SBI) underwent a significant transformation after the nationalisation of 14 banks. According to the Times of India, to reinvent its identity, SBI reached out to the National Institute of Design (NID), and the iconic keyhole logo was created and adopted on October 1, 1971.

The keyhole symbol in the centre of the circle was designed by Shekhar Kamat, who worked alongside a team comprising Vikas Satvalekar and guided by Prof Dashrath Patel, the Head of the Design Department. It was Mahendra Patel who later designed the font to accompany the symbol.

Eustace Fernandes: The Creator of the Iconic Amul Girl

The Amul girl, sporting a red polka-dotted dress, is forever etched in our memories. But did you know that she was created by the ace illustrator, Eustace Fernandes? From her blue hair to her frock, it was Fernandes who gave form to the idea of the Amul girl.

In 1966, Sylvester DaCunha, the managing director of the advertising agency ASP, clinched the account for Amul Butter. Around the same time, Nisha DaCunha, Sylvester's wife, coined the catchy phrase "Utterly Butterly Delicious," and Fernandes created the adorable moppet a combination that went on to create history!

Fernandes worked on the Amul account until 1969 and later started his own advertising agency, Radeus Advertising, in 1974, as reported by Indian Express.

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Sudarshan Dheer: The Branding Genius Behind Iconic Logos

Hindustan Petroleum (HP), Titan, the Essar Group, Raheja Corp., Kissan, IDBI Bank, and Centurion Bank all these brands have one man in common, Sudarshan Dheer. According to The Times of India, he is the person who designed the logos or brand identities for these and over 100 more brands.

Explaining the thought process behind the HP logo, Dheer said in an interview, "The HP logo is a circle within which the oil spouts from the bottom and spreads to the sides. The circle represents the distribution of oil across the length and breadth of India."

With a government diploma in graphic design and fine arts painting, Dheer worked in ad agencies like National Advertising and MCM before opening his own studio, Graphic Communication Concepts, in 1974.

These visualisers, through their creativity and vision, played a pivotal role in shaping the visual identities of some of the most iconic Indian brands we know and love today. Their work not only left an indelible mark on the design landscape but also paved the way for future generations of designers and artists.

Image Courtesy: The Better India/X

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