Improv Lore

When Improv Lore emerged from Improv Comedy Bangalore, its goal was clear: to foster creativity and critical thinking among the masses.

Working together, we started with identifying the brand attributes Safe, Spontaneous, and Propagating, as the reflection of their commitment to providing a space for creativity to thrive.

Improv Lore recognized that their audiences sought experiential growth through creativity, cognizance, and communication. They sought the sort of messaging that would appeal to the likes. To tackle this, I collaborated with Coucal Consulting.

First, we helped refine their values through the 5Es of Expression: Energetic, Experiential, Extensive, Embracing, and Earnest. Next, we established a voice that’s energetic, empowering, inclusive, and quick-witted. Finally, we generated messaging that’s playful yet purposeful, with dynamic, lore-inspired language that resonates with creatives and corporate alike.

Visually, I merged the 70s retro style with hieroglyphic geometry for a fresh, expressive look. A desaturated palette symbolized the five elements of nature, earth, water, fire, air, and space. Clash Display as the heading typeface adds a retro flair, while Archivo SemiExpanded provides for balance and readability as body text.

The logo design features a core with four sectors, each representing a principle of improv: Safety, Spontaneity, Storytelling, Sensitivity, and Status. Hieroglyph-inspired shapes—like spirals, zigzags, and bursts—illustrate these ideas, with the fork symbol as the brandmark, reflecting spontaneity and openness.