ADINKRA SYMBOLISM
The Ghanaian art of Adinkra consists of numerous symbolic shapes and forms, many of which convey messages centered around community and how one exists alongside others. There’s plenty to draw inspiration from when consideringa symbol of unity, growth, and prosperity for Amadi.
LOGO DEVELOPMENT
DIRECTION 1
I developed an original symbol based on what I had learned about Adinkra symbology:
I used simple geometric forms to symbolically represent Amadi. I took the intersecting sections of four interlocked circles, and isolated them to create the logo mark I would be working with. There’s a sense of unity in this design, with the four sections closely interacting with and wrapping around each other. The floral shape they create helps convey that unity fosters growth.
The final logo had ‘Amadi’ written in a sleek font, with the Adinkra-inspired symbol dotting the “i”, a quiet but prominent nod at the brands African roots.
DIRECTION 2 (SELECTED OPTION)
The second direction was inspired by an existing Adinkra symbol:
This symbol represents the aphorism, “Boa me na
me mmoa wo,” meaning “Help me and let me help you”
or, “Benkum dware nifa na nifa nso adware benkum,”
meaning, “The left (hand) washes the right and the right
washes the left.” It’s a symbol of cooperation and
interdependence.
The final logo borrowed the central triangular elements
of the Adinkra symbol to form the ‘M’ in ‘Amadi’.