Moving beyond a static visual refresh, the identity was rethought as a flexible, web-native system - one that performs seamlessly across products, screens, and contexts.
The wordmark is derived from a set of shapes that represent the diversity of Lokal and are crafted into a cohesive form. The ‘K’ is inspired by a pinwheel - symbolising movement and acting as the driving force behind all sub-brands under Lokal.
The ‘A’ pays homage to the previous identity, serving as a reminder of where Lokal comes from. Together, the new mark celebrates India’s expressiveness, vibrance, and diversity - confident in standing out, built to evolve, and ready to lead with innovation.
Lokal’s brand language is built to expand - designed with modularity at its core to support scale across all sub-brands. From news and jobs to matrimony and astrology, the system adapts to different needs while maintaining a consistent and unified style.
The ecosystem reflects diversity through its range of products, the many regional languages it speaks, and a visual language designed to adapt rather than repeat.
Modular shapes form the foundation of the identity, allowing elements to be rearranged and reinterpreted across contexts without losing recognisability. An expandable grid system supports this flexibility - scaling, stretching, or simplifying based on content and platform needs, while still maintaining structure and clarity.
While modularity and flexibility are central to the system, Lokal remains first and foremost a parent brand. The identity is intentionally designed to support its sub-brands rather than outshine them, giving each product the space to express its own character within a shared framework.
Although the language allows for a wide spectrum of colours to reflect diversity, the platform is anchored in a clean black-and-white foundation. This restraint reflects the maturity of a brand shaped over nine years of growth. The web language evolved alongside the identity, ensuring that every interaction consistently conveys balance, clarity, and confidence at scale.
In a digital landscape often dominated by noise and excess, Lokal’s reimagined presence stands for something simpler and stronger: relevant, built with intent, at a national scale.
