Queer Archives
of the Bengal Delta
Queer Archives of the Bengal Delta (QABD) is a digital archival organisation run by a group of South Asian academic researchers from Smith College in Massachusetts, USA. It is a community based digital archive that collects, preserves, and shares social and political memories of Bengal Delta queers. Their aim is to build a collective power through community ownership and intellectual engagement with the memories of queer lives.
Keyword formation &
visual board creation
Shortly after the initial brief and the first meeting with the clients, before putting pen to paper ( more like, putting cursor to screen) I outlined a list of keywords. It consisted of a list of both macro aspects that are related with the organisation. Multifaceted aspects that connect with archiving, intellectual engagement, memories, community building, queer identities etc. Alongside I also gathered a list of characteristics that are unique, special and specific to QABD. With the help of these keywords I could then start gathering a group of imagery that provided a good starting point for rough sketches.
Keyword findings:
Gender, Human, Spectrum, Inclusive, Memory, Cherish, Valuable, Important, Safe, Peaceful Protest, Roots, Subconscious, Cradle, Fragmentation, Trauma, Social Commentary, Awareness, Diverse, Bengal, Delta, South Asia, Brown Community, Ideology, Rainbow, Ancestors, LGBTQ, Digital, Law, System, Problems of system, Culture, Race, Language, Media, Sound, Interview, Strong, Stories, Life, Age, Visible, Well Defined, Young, Immigration, Soul Searching, Identity, Looking inwards, Crisis, Mental Health, Online, Anonymous and many more.
A selected portion of 1000+ images studied during visual information gathering
• Observation - Abundant use of rainbow color.
"Queer" associated designs in general looked saturated with the use of rainbow color. It has started to gain an association with lighthearted, joyful, business centric imagery. Moreover, I observed the colors of the rainbow is commonly adapted by companies as a variation of a previously existing, well established logo.
I also took note that QABD is a not for profit, academic, archival organisation that deals with with raw, unfiltered emotion of South Asian Queer migrants, and therefore not consisting of the most easy going characteristics.
• Outcome - Use of a grayscale monochrome color palette
As a result of the aforementioned observations, I decided to refrain from using the color of rainbows to depict QABD due to its overuse, western corporate associations and lighthearted undertone. Moreover, due to the organisation being a non-profit venture, I steered towards developing a grayscale monochrome palette which will enable reduce cost during all print publication.
Focus: Basic shapes
• Observation - There is potential in the Q letterform
At this point of the design process, I took inspiration from the Q letterform and the circular shape. From my experience and initial research done for this project I was aware that "inclusivity" is expressed via circular shapes. Moreover, I realised that a variation of the letterform Q has the potential to be a good fit for a Queer centric organisation. During this process I also started taking notes on how the breakaway point to create the letterform Q can also express fragmentation and dilution of identity.
• Outcome - Deciding to design around the Q letterform
This exercise provided a solid direction. However, there were still many more avenues left to explore.
Keyword findings/reflected:
Gender, Human, Spectrum, Inclusive, Memory, Cherish, Valuable, Important, Safe, Peaceful Protest, Roots, Subconscious, Cradle, Fragmentation, Trauma, Social Commentary, Awareness, Diverse, Bengal, Delta, South Asia, Brown Community, Ideology, Rainbow, Ancestors, LGBTQ, Digital, Law, System, Problems of system, Culture, Race, Language, Media, Sound, Interview, Strong, Stories, Life, Age, Visible, Well Defined, Young, Immigration, Soul Searching, Identity, Looking inwards, Crisis, Mental Health, Online, Anonymous and many more.
Relevant images from initial research
Focus: Archive, Roots, Memory
• Observation - Exciting concepts can result into underwhelming results
Since the organisation archives and cherishes memory, I was trying to explore the idea of memory and identity through the concept of roots. How the rings of a tree stays as a reminder of the life it has lived, perhaps archived memories too can stay as a reminder of the lives South Asian queer migrants have lived. The idea sounded great in my mind. As soon as I started exploring this design direction, I realized the visual shape of roots and tree rings come with an inherent complicacy that is not ideal for emblem designs. Emblems need to be recognizable and distinct at its smallest form. This shape will sadly not achieve that.
• Outcome- Deciding on simpler approach
While in college I was introduced the K.I.S.S. Principle of design; which translates to: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. I was reminded by the KISS principle once again and ventured back towards a simpler style
Keyword findings/reflected:
Gender, Human, Spectrum, Inclusive, Memory, Cherish, Valuable, Important, Safe, Peaceful Protest, Roots, Subconscious, Cradle, Fragmentation, Trauma, Social Commentary, Awareness, Diverse, Bengal, Delta, South Asia, Brown Community, Ideology, Rainbow, Ancestors, LGBTQ, Digital, Law, System, Problems of system, Culture, Race, Language, Media, Sound, Interview, Strong, Stories, Life, Age, Visible, Well Defined, Young, Immigration, Soul Searching, Identity, Looking inwards, Crisis, Mental Health, Online, Anonymous and many more.
Relevant images from initial research
Focus: Manifold Identities
• Observation - One identity can contain opposite characteristics
While conceptualising the nature of QABD, I noticed it can be expressed via two completely opposite characteristics. In one sense, the organisation can be expressed as rigid, strong and geometric due to its systematic nature or archiving, the serious nature of the interviews and for the overall strength is celebrates in the face of adversity. While on the other hand, QABD can be also be expressed through a free flowing organic manner due to its eastern roots with the South East Asian culture, the mention of Delta as a geographic location and collecting organic and natural memories.
• Outcome- Gaining a deeper understanding of the organisation
As I explored these two important but apparently opposite components of the organisation. I realized I have formed a deeper understanding of QABD. Which is one of the most important steps of every logo design.
Keyword findings/reflected:
Gender, Human, Spectrum, Inclusive, Memory, Cherish, Valuable, Important, Safe, Peaceful Protest, Roots, Subconscious, Cradle, Fragmentation, Trauma, Social Commentary, Awareness, Diverse, Bengal, Delta, South Asia, Brown Community, Ideology, Rainbow, Ancestors, LGBTQ, Digital, Law, System, Problems of system, Culture, Race, Language, Media, Sound, Interview, Strong, Stories, Life, Age, Visible, Well Defined, Young, Immigration, Soul Searching, Identity, Looking inwards, Crisis, Mental Health, Online, Anonymous and many more.
Relevant images from initial research
Focus: Digital
• Observation - Function over form
The biggest aspect that makes QABD unique is that it removes the obstacle of borders by being digital. In a reality where the South Asian queer community are often silenced by various systematic aggressions, I understood QABD's digital identity is a huge aspect that needs to be communicated. Therefore, I focused on the visual cues that express "digitalness" while keeping the shape of Q letterform. I also included the concept of fragmentation, and the nature of "looking inwards" or "searching oneself through memory" by posing the cursor towards the center of the circle. I also kept the circular shape that depicted the safe, inclusive space that QABD promises to be.
• Outcome- Making a clear decision backed by research, exploration and understanding.
At this point I knew the overall shape of the emblem was near complete. The only thing left was minor tweaks as major aspects of the company was covered.
Keyword findings/reflected:
Gender, Human, Spectrum, Inclusive, Memory, Cherish, Valuable, Important, Safe, Peaceful Protest, Roots, Subconscious, Cradle, Fragmentation, Social Commentary, Awareness, Diverse, Bengal, Delta, South Asia, Brown Community, Ideology, Rainbow, Ancestors, LGBTQ, Digital, Law, System, Problems of system, Culture, Race, Language, Media, Sound, Interview, Strong, Stories, Life, Age, Visible, Well Defined, Young, Immigration, Soul Searching, Identity, Looking inwards, Crisis, Mental Health, Online, Anonymous and many more.
Relevant images from initial research
Final Emblem
Focus: Testing
• Observation - Function over form
A logo is usually the first piece of branding that a potential customer sees. It's also usually the piece that makes the biggest impression on us and stays with us the longest (if it's successful, that is). Logo design is by no means the only element in successful branding, but it's one that needs to be got right from the outset because it's often at the center of the whole brand strategy. And while a shape of the emblem is relatively easy to create, it takes a special mix of design skills, creative theory and skillful application to execute a logo design that's truly unique, appealing and memorable.
Once I reached a point where I felt comfortable with the emblem to be adequately representative of the organization, I put the emblem to the following testing questions.
• Is it simple and memorable?
The logo needs to be easily identifiable at a glance. Allow for changes of size and color. Good logos deliver something unexpected and are unique without being complicated. It also needs to be mailable enough to allow for different print materials and be able to stand its ground while grouped with other logos. A good rule is to ask someone to draw it on a piece of paper after having them glance at it for less than 30 seconds.
• Is it timeless?
An effective logo should be timeless and should avoid trends. It should last the test of time. The emblem in this case does not use any trendy metaphors or niche based context. Therefore appeals to a much larger temporal and societal audience.
• Is it versatile?
A good logo can be used in a variety of sizes and colors. It should have the versatility to appear on collateral for a pen to a plane. A logo is essentially a playground for future designers of the organization to play in, it is best to ensure there is avenue of more design explorations.
• Is it appropriate?
A professional logo should be fit for purpose. The logo should be appropriate for the intended audience and be mindful of particular scenarios that adhere to the audience relating to the organization. In this case, the audience of QABD has the potential to face adversity for extreme visibility, misconstrued aggression etc. Therefore it stays within the fine margins of being not immediately detectable yet not entirely invisible.
• Outcome- Making a clear decision backed by research, exploration and understanding.
Final emblem