SNN Raj | Brand identity & design case study by Parentheses Studio for a legacy real estate group in Bangalore to give it a modern identity that reflects its approach and vision

Helping an established builder step into a new era of growth and transformation with a dynamic new identity.

Client

SNN RAJ Corp

Industry

Real-Estate

Duration

3 months

Year

2022

Scope of Work

Brand Identity

Digital Design

THE CHALLENGE

SNN Raj Corp looked like they had it all. 6000+ happy customers, prominence in the real estate industry, several cutting-edge projects in the works. But they felt misaligned with their brand identity, and wanted it to reflect the high standards they set for themselves, and resonate with their audience. We got to work.

Building the Logo

A name that holds decades of legacy

We conceptualised a wordmark to draw upon the decades long prestige associated with the SNN Raj name. It took the form of a square with well placed curves, signifying the varied paths that SNN Raj is set to take. The modern asymmetrical typeface indicates the versatility in offerings with a more traditional typeface coming in to ground the wordmark and add balance.

Open black booklet on a dark surface with white text and geometric line art representing buildings.

Two black and pink business cards for SNN Raj Corp with contact details for sales officer Vignan Kumar on a concrete background with shadow.

It is made to fit any edge and corner of a frame.

The frame flows from type

The frame containing the logo is derived from the font constituting the logo itself. The curve of the S and J form the distinctive curved edges of the container for an organic combination of lines and type.

The frame is a dynamic element; you manipulate and break it in multiple ways for different purposes.

Announcement of company rebranding to SNN RAJ Corp with a message about unchanged values and upcoming projects at Raj Etternia E-Block, Raj High Gardens, Raj Vivienté, and Raj Bay Vista.

Stack of three newspapers titled The Times of India with an article about SNN group stepping into the future.

A newspaper page from The Times of India featuring an advertisement for SNN RAJ Corp with the slogan 'Onward. Upward. Let's ELEVATE LIFE together.' and a QR code at the bottom.

Partially folded newspaper titled 'The Times of India' featuring real estate advertisements with images of residential buildings and promotional text.

Works with every kind of material, print and use.

Metallic Foil

Embossed black textured surface with the letters SNN RAJ in a rectangular outline.

Embossing on a Textured Paper

Enamel Pin

White stylized letters SNN RAJ arranged in two rows inside a rounded square border on a dark background.

Colored Acrylic

Stone Carving

Stylized overlapping white and black letter S with glowing white neon effect on dark background.

Lighting Procedure

From print to digital to wayfinding and more

Modern black and white parking sign with a large letter P and the word 'PARKING' below it, mounted on a pole against a gray wall.

Black and white indoor exit sign mounted on a gray wall with an arrow pointing diagonally up to the right above the word 'EXIT'.

TYPOGRAPHY

The type used is Orleans from Commercial type, a crisp typeface that explores the handmade tradition letterforms created with broad nibs, also drawing from the tradition of calligraphic sans.

Large black number three on a white background.

SHADE OF IVORY

SHADE OF ORANGE

SHADE OF COAL

Elegant icons were designed, with the kind of strokes & rounded edges that call back to the SNN Raj wordmark & the curves in its container. These were a way to add layers to all comms, and place emphasis on the company's attention to detail.

Design that spans the business

Our detailed brand guidelines covered every collateral, use, and design element —from business cards to website to the name displays of their future constructions.

We veered away from generic photography, using imagery that specifically evoked emotions and connections with the viewer. The images we used strictly followed the rule of thirds, to give every piece of collateral a balanced composition.