Urduja | Logo Design & Brand Identity

Urduja is a women and gender desk of the Ateneo Human Rights Center in the Philippines which advocates for gender equality and women’s rights through research, publication, curriculum and module development, awareness-raising through information dissemination and trainings.

While Urduja's old logo prominently features the unique aspect of a woman's hair, it's crucial to acknowledge that a woman's identity — or any gender’s identity — extends far beyond mere appearances. The existing design certainly celebrates femininity, yet it falls short in fully embracing the rich hues of gender diversity.





Drawing Inspiration from Philippine Literature

The reimagined branding, drawing inspiration from Princess Urduja, offers a fitting tribute to arguably the most formidable Filipina warrior princess in literature.

FROM LEFT TO RIGHT: 1) Raya from Disney featuring a salakot, a Filipino traditional hat; 2) Amaya, a Filipino warrior-princess based from Urduja; 3) the usual representation of the Filipina warrior-princess Urduja.

The New Urduja



FROM LEFT TO RIGHT: 1) silhouette of Princess Urduja; 2) a traditional Filipino salakot hat, 3) hair strands, a nod to the old logo; and 4) circle symbolizing gender diversity.

The logo showcases a silhouette adorned with a traditional Filipino salakot hat, a powerful symbol synonymous with the legendary Filipina warrior, Princess Urduja. Urduja herself embodies strength and empowerment. The silhouette's hair pays homage to the previous logo, maintaining a sense of continuity. A circular border surrounds the silhouette, signifying the inseparable nature of discussions surrounding women and gender.









URDUJA | Logo Design & Brand Identity
NOVEMBER 2023
Aster Mostrales