I am a great believer in the power of symbolism in storytelling. In the blink of an eye, a symbol can transcend language barriers and communicate complex ideas and narratives.
The Ayush Kejriwal brand has evolved over the years and it is now an intrinsic part of my life story. When I reflect on the path that I’ve trodden, I see symbolism everywhere I look and some of it is quite remarkable. My brand logo tells my story through the symbols which are most potent – it is all about ‘Mai’ (Me).
The number 27 has special significance. When I started out in 2013, I lived at 27 Huntly Gardens in Glasgow. I used the number 27 in some of my early branding simply to acknowledge where it all began. However, I have come to understand that 27 is an Angel Number and when it turns up in life it means that angels are calling you to have faith in yourself and your abilities, as well as your inner knowing.
The city of Glasgow has a special place in my life story. In recognition of this, my logo includes symbols that represent the life and legends of saint Mungo – the patron saint of Glasgow. Look closely and see if you can find the tree that never grew; the bird that never flew; the fish that never swam and the bell that never rang.
Glasgow may be my adopted home however Kolkata is the place where my character was formed, and my heart remains in the city. Kolkata is a city of many symbols but, to me, the hand-pulled rickshaw symbolizes true grit and determination – qualities that Bengali’s have in abundance as symbolized in একলা চলো রে (Ekla Chalo Re). Rabindranath Tagore’s song resonates with me in terms of the struggles I faced in developing my brand when doors seemed to be closed and obstacles seemed insurmountable.
The peacock is India’s national bird, but it is much more than that. The grace with which it wears its rich, multi-coloured feathers should inspire everyone to be bold and to wear colours with confidence regardless of the constraints placed on them by society. The flower motif represents universal beauty which reinforces the message that everyone is beautiful.