MERU FOUNDATION FOR INDIC ARTS

Meru Foundation is dedicated to preserving, promoting, and celebrating Indic arts in their purest and most evolving forms. As the founders describe it, Meru means “summit”—the highest point of expression where thought, culture, and creativity converge.

The Foundation needed a logo that would embody the vastness and timelessness of Indic arts while feeling contemporary and inclusive. The identity had to reflect purity, aspiration, and the idea of art as a force that both grounds and elevates society.

APPROACH

We immersed ourselves in the symbolic vocabulary of Indian heritage. The team carefully balanced traditional inspiration with modern design sensibilities to create an identity that feels both rooted and forward-looking.

CONCEPT AND SYMBOLISM

At the heart of the logo is the Wheel of the Sun Temple at Konark—a powerful metaphor for life, progress, and the creative cycle. The wheel also references the idea of balance and movement, key to any art form. From this foundation, we wove in layered elements.

SYMBOLISM (CONTD)

  • Peacock Feather Motif at the center: A nod to the national bird and a secular symbol of beauty, romance, and life.

  • Six Principal Spokes: Representing core disciplines of art—Performing Arts, Literature, Visual & Graphic Arts, Architecture & Design, Fine Arts, and the yet-to-be-imagined Art of the Future.

  • Lotus Bases: Signifying purity and resilience, qualities that define artistic endeavor.

  • Butterfly: A delicate reminder of transformation and the butterfly effect—how art ripples across time and culture.

  • Spiral Carvings: Reflecting the cascading, unpredictable impact of artistic expression.

TYPOGRAPHY AND PALETTE

To balance classicism with modernity, we paired Big Caslon Pro, a timeless serif font, with the contemporary Brandon Text. The colour palette combines earthy browns and aspirational peach, interlaced with saffron and green—India’s own hues.

THE RESULT

A logo system that feels grounded in Indic heritage, yet expansive enough to embrace new forms of expression. The final identity celebrates the spirit of Meru—the summit of Indian artistic thought.

 
 

"Meru Foundation for Indic Arts commissioned Astu Studios, led by Surya Vasishta, to design our logo. They took minimal time to understand our requirements and came up with the most appropriate design well within the committed time. We are delighted with the way they presented the concept behind the design, the principles behind the choice of colours, and the overall professional approach to this work."

Achyutha Anantha Murthy
Founder, MFIA