Satya Rajpurohit, calligrapher and co-founder of Ahmedabad-based design firm Indian Type Foundry, says he arrived at the perfect 'L' — the new monogram logo for the Leela Group — after trying more than 400 strokes over 2-3 weeks. He was assigned the task of redesigning the hospitality group's logo for the first time since its inception in 1986 a few months ago by Paris-based brand consultant Landor Associates.
"Our challenge was to help the Leela transform from 'expensive' to 'worth it'," says Anita Lim, associate client director at Landor Associates, emphasising that she and her team did extensive interviews with luxury travellers and "conducted intense desk search" before deciding on an Indian calligrapher to redesign the logo.