Starting a business is tough enough but add top of it the task of making sure you brand name and the logo tells your story. Our journey of finding the right name and then transforming it into our logo was a lot of fun. It's a story I can't help but think about all the time. And most importantly, the fun little thing that is hidden in our logo design. This story is short but broken into three parts.
1. What should we call it?
This was the most difficult part. Picking a name that meant something to me was important. A name that I could relate to, a name that made sense for the business, could grow with us as the business grew, and did not limit me to selling only silver. I like any other businesswomen have a desire to do more but I also recognize that focus is important. So for now, we are focused on silver but our name is not. This certainly trimmed down the list. Mission #1 accomplished.
I also wanted to make sure the name said something about my history and my background. I like stones! I REALLY like stones! and that is one of the reasons I went to study and then teach at the Gemological Institute of America. Here began the journey of finding something that had the word "stones" in it. You have no idea how cheesy and difficult some of this was. Alas, it was in front of me. Sitting at Starbucks on Rock Road in my town the name was created. I love rocks, I hope this is a long road, and this town is very dear to me. There it was "Rock Road Jewelry."
2. Who will design it?
While I can design jewelry, designing a logo is another skill altogether. Thankfully we have some amazingly creative friends. This logo was the creation of Dan Blackman from The Studio Of Dan Blackman. Dan took our story, history, purpose, mission, and nailed it! He created something that made me proud of my business and what I was going to do even more. He gave life to the name -- Rock Road Jewelry.
3. How will the logo show my heritage in a cool way?
This is the fun part and also the hidden part. Whist the logo above does say "New Delhi" a town that I grew up in. It's really the treatment below that makes me giddy each time I see it. Notice anything?
Notice anything now?
I am bi-lingual and the national language of India is Hindi. It happens to be that the letter R in Hindi is very similar in script to the letter R in English. This just closed the deal for me. I really wanted a way to incorporate this into by business. This was the birth of our logo. A beautiful depiction of Rock Road in both Hindi and English. This is a Hinglish logo and what's "hidden in the logo!" about how it all comes together.
Hope you have enjoyed reading this as much as I have enjoyed telling this part of our brand story.