The
Kozhikode-born graphic designer Sruthi Kainady talks about her
experiences on working for the new logo of the Metropolitan Museum of
Art in New York
Photos: Sruthi Kainadi by TP Sooraj; the new logo of the Metropolitan Museum of Art
By
Shevlin Sebastian
Sruthi
Kainady felt a little envious. Every day, she would go to work at the
New York office of international brand consultant Wolff Olins (they
had designed the logo for the 2012 Olympic Games at London), and she
would watch as her colleagues would be working intensely on making a
logo for the The Metropolitan Museum of Art (one of the world's
finest museums, it has more than 20 lakh pieces of world art spanning
5000 years). Of course, she knew that she was just too new to be
selected, just one month (July, 2014) after her graduation in graphic
design from the Rhode Island School of Design (RISD).
But
suddenly things changed. “One day, after going through several
sketches, our creative director Lisa [Smith] asked the whole team to
drop everything they were doing and contribute ideas,” says Sruthi.
The
Museum wanted to become more accessible to its visitors, which
averages six million annually from all over the world. “The team
worked feverishly to visually articulate the Met’s key values,”
says Sruthi.
She
also worked on a few designs. Essentially, Sruthi created a sketch
that connected all the letters, of the name, 'The Met', to suggest
the museum's ability to connect cultures through art. The team
appreciated this concept and developed it further. Thereafter, it was
referred to the world-famous typographer Gareth Hague, who gave the
finishing touches. ““You need an expert to refine it,” says
Sruthi. “What Gareth did is what you see now.”
Yes,
it is indeed amazing that the Kozhikode-born Sruthi played an
important role in the logo's redesign. “I am so grateful that I got
the chance to work with such a world-renowned group,” she says. “It
helped me to gain valuable experience.”
Sruthi,
24, is the daughter of noted architect Tony Joseph, and Sonia, an
interior designer. She says that her parents always encouraged her.
“They did not force me to do anything,” says Sruthi. “They gave
me the freedom to find out what I want to do.”
Right
from the time, she was a child, Sruthi was obsessed with patterns,
shapes and textiles. When the family would return from family trips,
she would caption the photos with custom-drawn fonts. “What I do
today isn’t all that different,” she says. “At that time I did
not realise that there was an entire field that dealt with laying out
information in a visual manner.”
Soon
after her studies, in Pallikoodam, at Kottayam, till Class 10, then
the Dubai American Academy, till Class 12, she went to the RISD.
Meanwhile,
apart from the Met, while in RISD, for a class project, Sruthi did
the logo design for the Retretti, an underground museum in Finland.
“I also did the fonts for the Museum posters, applications and the
web site,” she says.
In
September, 2015, Sruthi was transferred to the Dubai office of Wolff
Olins. While there, she has worked on a high-profile project for the
government's transport department.
And
she is clearly an asset to the company. Says Marie Succar, former
design director at Wolff Olins, Dubai: “Sruthi always challenges
the status quo. Her outlook on solving design problems is a curious,
creative and logical one. What compliments Sruthi's talent is her
personality. She is a sweet, open and transparent soul, which makes
working with her a pure joy!'
On
a mini-break, at her home town of Kozhikode, Sruthi will soon be
moving to the London office of Wolff. “I am all excited about the
future,” she says.
(The
New Indian Express, Kochi, Thiruvananthapuram and Kozhikode)
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