Maharashtra Mandal Munich
Cultural Organisation Identity
Maharashtra Mandal Munich is a cultural organisation founded by the Marathi community living in Munich, Germany. It was conceived with the aim of creating a platform for Maharashtrians to come together and celebrate their culture in a foreign land. The Mandal (organisation) achieves this by organising various events, festivals, and activities by drawing strength through their common historical and cultural heritage. MMM is the biggest Maharashtra Mandal in Central Europe and is one of the first to be formed in Germany.
After 3 successful years of organising events, the president of the organisation, Ashutosh, decided to take its vision to the next level. He realised that a strong graphic identity will transform its current image into a more recognisable, eminent, and accessible entity.
The project immediately struck a chord with me, primarily because I too come from Maharashtra. Since I am based in Italy, I understand the importance of such an organisation and its impact on the expat community. While developing the logo, ideas, and its color pallet, I delved deeper into answering the basic questions like – what it means to be Marathi, what binds the culture together, and how can I connect the Marathi literature, poetry, art, and music to its symbolic representation. I started creating graphics with various ideas that depict Maharashtrian culture, importantly in order to communicate with the contemporary Indo-German audience. Keeping it simple was the biggest challenge. As the idea of Maharashtra is vast and varies from person to person, it was obvious that some of the explorations would be complex.
Alternative explorations for MMM.
As I started moving towards typographical representations, I realised that minimalistic approach was the key. “How much could I remove and still get the idea across”, was the design direction I took. It was very important that the look and feel of the logo had a combination of the devaganari script, which is the first emotional contact to any Marathi native, and the integration of German national colors. This would serve as the cross-section of this social platform.
The explorations worked well and the finalized logo has been well represented and adopted in numerous MMM merchandise and various events till date.