Designed in 1970s time, the logotype presents one of the most popular and top ice-cream brands. The expression given to letterform ‘D’ in the name identity – that of a ice-cream bar directly represents the brand’s identity. The slab serifs are expressive of the rounded, solid and delicate wooden spoons that are generally given with ice-cream cups. The visual language of the tilted bar - connotes not only the product features and the tastes of various brands; but what most comes to the mind is the fragrant ambience in which one relishes a Vadilal’s ice-cream to the best for invigorating taste buds with delicious iced creams of milk in different flavours.