Parekh Design
Designing a detailed and meaningful visual identity, informed by research into Ghanaian patterns.
2026
Mitesh Parekh
Visual Identity
Brief
Much like the flexible nature of the visual assets and systems, the brief for this project evolved over time. Initally working with an existing icon and minimal design taste, the brief was simply a light touch to the overall visual identity of Parekh Design.
After understanding the nature of operations and project typologies, I researched into Ghanaian patterns, Neo Deco design styles and presented an iteration that felt half-way there. Following this, the client and I agreed to explore a new and alternative direction that felt rooted in the personal nature and meaning behind the brand name.
Solution
The icon, derived from an alpha-numeric representation of the brand name, simplifies the original monogram intent into a graphical arrangement that becomes a highly flexible asset used as an icon, pattern and layout when necessary. Combined with a typeface that nods to Neo Deco, the logo remains representative of the cultural and community projects the practice is commissioned to work on.
Informed by the local palette of projects within Ghana, the colours are soft and warm, yet neutral enough to work across a range of media, retaining the minimal nature of the brand.
