Arzam Physics

Overview

Arzam Physics is a physics tuition brand run by an A-level tutor in Colombo. The business had a name and a reputation, but no visual identity that held together across billboards, booths, handouts and merchandise. The brief came through ITStarter Pvt Ltd and covered the whole system: logo, colour, type, applications and a brand book.

Approach

The name gave us two letters, A and P. We fit both into one glyph and kept refining it until it had four readings:

• The letter A, read first.
• The letter P, tucked into the counter of the A.
• An open book, with the two halves of the A as pages.
• A downward arrow in the negative space of the P, standing for gravity.

The client supplied the tagline, "The untold story of physics." We set it in a ring around the mark on the primary lockup.

The palette has four colours: Primary Blue (#0056D2), a Secondary Yellow (#F7AA00) used sparingly, Off-white (#F9F8FF) and Near-black (#0F0F0F). Raleway handles display and the wordmark, and Roboto handles body text.

Before hand-off, we tested the identity on five touchpoints:

• A roadside billboard, for legibility at distance.
• A business card, for the mark at small scale.
• An exhibition booth, with the mark used as a repeating pattern.
• A hoodie, to test the lockup at apparel proportions.
• A 40mm keychain, the smallest scale in the system.

Deliverables included logo lockups in full-colour, reversed and monochrome versions, the palette, type specs, applied mockups and a brand book PDF. We didn't build a website or a course platform.

Outcome

The project went from first sketch to a signed-off brand book in 14 days. In the founder's words, the mark reads "as an A, a P, an open book and an arrow, all at once."