INDIGO is an art school based in Astana. Over time, the brand had been using multiple versions of its logo, with the butterfly appearing differently across the website, social media, uniforms, and other applications.
Problem
The butterfly had become a visual cliche, widely used by brands across many different categories. At the same time, it carried deep meaning for the school and could not simply be abandoned. The challenge was to preserve the butterfly as a meaningful symbol while making it distinctive, ownable, and unmistakably INDIGO.
Solution
We reimagined the butterfly through the essence of the brand. Its wings became both the pages of an open book and an artist’s canvas, connecting creativity and education within one symbol. The adaptive mark became the foundation of a flexible visual system that works across every scale and format, from the school environment and wayfinding to learning materials and digital communications. As a result, INDIGO gained a distinctive symbol of its own, representing creativity, education, and talent spreading its wings.
Results
INDIGO gained a flexible, adaptive design system and a distinctive visual identity that can easily scale across any format, channel, or school initiative. The new system is practical, efficient, and versatile, giving the brand a consistent visual language for a wide range of goals and communication needs.
