Committed to the core.

I partnered with Magnus Industries to align their branding with the launch of Dhanush, their flagship product designed to improve construction efficiency. By understanding their goals, I crafted a brand identity that reflects Magnus’s innovation and precision in the construction industry. The new branding positions Magnus as a leader, showcasing the strength and impact of Dhanush.

SERVICES PROVIDED Visual Identity, Brand Slogans, Print Collateral, Product Naming, Product Messaging, Specifications Document, Packaging

Magnus is established by a team of technocrats with a combined experience of over 100 years in the fields of Civil Engineering, Project Management and Building Materials Processing.

Magnus recognized a need for an evolved brand, at the advent of introducing their flagship product, a patented cement dry-mix construction material (which I named; more further). When addressing the what their goal was with the product, Magnus mentioned, “We aim to resolve all inefficiencies in concrete.”

Magnus’ resolute commitment to transform something that was the very basis of all built-environment, brought us to their attributes, Committed, Thoughtful and Innovative. Their goal paved way for their Single Most Important Thing (SMIT): For the built-environment to be built efficiently.

The logo is an abstracted lettermark, created with two upward-pointing arrowheads. Allegorically signifying ‘great’ mountains, the intersection of these arrows also highlights a diamond for the core.

Connecting all these symbols, the bold lettermark embodies the unwavering commitment of Magnus, much like that of an experienced mountain climber, steadily advancing, in order to deliver innovation focused towards strengthening the core of building material and construction technology.

With this, I quite convincingly arrived at the brand tagline, “Committed to the core.”

The elements in the logo supported all subsequent visual developments, including product marks, patterned backdrops, infographic elements, and more.

“We aim to resolve all inefficiencies in concrete.” These words by Magnus during our discussion about their product showed they were gearing up to drive innovation in the construction industry.

We got several indications that Magnus aspired to be the vehicle of success. This gave us clear direction to name their product after the instrument that helps meet targets: Dhanush, a bow. This also brought us to their tagline, “har lakshya ko paana hai!” The logo for Dhanush was planned together with the lettermark for Magnus.

The logo for Dhanush maintained the intersection representing the core. We rid it of the internal extensions, and reoriented it. The right-triangle pointing top-right represents an arrowhead signifying progress, its colour indicating action, while the tilted “M” is an abstraction of a bow.

At the time, the construction industry in India was warming up to new technology. From using traditional materials and techniques to partial or complete substitution of materials and processes

to suit – a transition led by the average consumer’s involvement in and acquaintance to all things pertaining to construction. Magnus was preparing to accelerate this change. The idea was to build trust from the get-go. With that in mind, we kept the visuals grounded. Trustworthy, confident, warm and Indian.

Our colours consciously represented the construction industry, with Magnus announcing its strength, confidence and experience.

For the typeface, we chose the classic Myriad Pro; with its three font weights, regular, light and bold. We associated the type hierarchy with custom-tracking for all type applications.