Crafting Arth’s Logo

Arth’s logo was designed in collaboration with our Warli tribal artist, Sadashiv Mashe. Warli craft resembles ancient cave paintings and is characterised by simple triangles, circles and squares. The traditional colour used is white painted over a reddish-brown background.

We described the idea behind Arth to Mr. Mashe, explaining our emphasis on grassroot artisans and on elucidating the story of crafts in terms of its history and process. After discussing ideas, in a few quick flicks of his wrist, Mr Mashe drew us an elaborate Arth story:

He portrays the craftsman holding up his treasured crafts like a beacon for the world to see. It also signifies the propagation of age-old crafts as it is passed on from one generation to another. The artisan and his craft are encircled in nature, emphasizing on the use of natural products available in surrounding regions. The crafts are ubiquitous like the ants, says Mashe. “Ah, such beauty!” exclaims an appreciator of crafts.

We decided to carve our logo out of this, focusing on the artisan in the portrayal.

Mr. Mashe first prepared the background colour, which took forever to dry in the monsoon. So we threw in a fan and some lungpower.
 
Once dry, the Warli figure of the artisan was painted over. Watch our making of the logo video.  http://www.youtube.com/watch?v=rjf02nk9mow
Painted in earthy tones, we loved the simplicity of the idea. We added a few finishing touches to our raw Warli design.. and voila, logo ready!