Urban Ladder is an Indian furniture and home decor brand founded in 2012 by Ashish Goel and Rajiv Srivatsa [1]. The company’s visual identity underwent a significant transformation in October 2016, when it unveiled a new logo and tagline, “Let’s Create,” alongside plans to expand into new distribution channels [2].
Design and History
Urban Ladder’s 2016 rebrand marked a deliberate shift in the company’s visual direction. The new logo was developed in-house by Urban Ladder’s creative and brand team [3]. The mark depicts the four walls of an empty room, described by the company as a canvas “brimming with possibilities” [4].
Prior to this change, the logo used a combination of orange and grey. The 2016 redesign shifted the color scheme to a single orange [5]. The earlier version also placed the “Urban Ladder” wordmark inside the box shape, whereas the new identity positioned the text below the symbol [6].
The rebrand accompanied a strategic expansion: Urban Ladder began selling through Amazon and Flipkart and planned to open experience centers, moves that CEO and co-founder Ashish Goel said required a brand identity consistent enough to work across multiple platforms [2].
Meaning and Symbolism
The company described the new logo as symbolizing the process of creating a beautiful home with Urban Ladder, a process of collaborative creation [2]. The empty room depicted in the mark is meant to function like a blank canvas, inviting customers to imagine and create their own space [4].
Orange was chosen deliberately: the company stated that orange is the color of creativity and joy, and that the bright hues capture the energy and passion that accompany the act of creation [2]. The logo was intended to encourage individuals to “bring out the artist in them” and to inspire customers to create something new each time they saw it [7].
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