MYNTRA

MYNTRA

The name Myntra is learnt to be an evolution from Mantra and modified to My Mantra taking the form of Myntra. This is a major fashion e-commerce company. Its logo is not an evolution from any existing typeface or font. The monogram, which has the first letter of the company name ‘M’ depicted stylishly using violet, light orange, dark orange and pink has taken the form of overlapping cloth patterns. Even the full logo has these and green, blue and black colours in, simulating overlapping of cloths. The finishing of strokes is not conventional. The strokes of the typeface or font end thicker and rounded. Obviously, these are meant to depict the product category – lifestyle and personalised products, which are meant for the contemporary neo rich and young. Therefore, the finish gives a casual feel but the colours give a flirty and fresh feel. The transparent overlaps tell, it is a cloth cut pattern. To sum up the use of violet, light orange and orange colours show more affinity to feminine tastes and it is obvious that the colours do mean freshness and for youth. The subliminal message is conveyed by these shape and colours. In fact, the colour violet relates to imagination and spirituality and it is to stimulate imagination and inspire higher ideals. Orange is a bright and warm colour, which stimulates mental activity and it goes with fun, youthful and easy going.