Ranbir Kapoor’s ARKS logo designer Sidhant Gandhi: ‘RK wasn’t just lending his face, he was genuinely part of the creative journey’ - Exclusive

Sidhant Gandhi Excluive

When Ranbir Kapoor announced his lifestyle brand ARKS, much of the attention naturally fell on the star himself. But behind the brand’s identity is the work of designer and artist Sidhant, known professionally as TooSid, who shaped its bold yet calming visual language.

In an exclusive conversation with Moneycontrol, Sidhant revealed how the design took shape through several iterations before finding the right tone. The central idea, he explained, was to create something “non-disruptive.” Inspiration struck on a flight from Guwahati to Mumbai, when he noticed the form of roundabouts from above. “They exist to ease chaos on the roads. That felt like the perfect metaphor,” he said.

The final logo mirrored that roundabout structure, softened with the feel of a brushstroke to bring in artistry and personality. "From there, it was all about experimenting until we landed on a version that felt simple, natural, and true to the brief. At its heart, the whole design was guided by that one principle: non-disruptive" Sidhant added.

While the visual identity stood out, what impressed Sidhant most was Kapoor himself. “Honestly, I think he’s one of the best clients I’ve worked with. He knew exactly what he wanted — and just as importantly, what he didn’t — which made the whole process really smooth. Our conversations were always about the work itself, about how people perceive design and how we could shape that together,” he recalled.

The actor’s investment in the process was unusual. “Most people assume that when a star builds a brand, it’s all about their name and influence. But this was different — he wasn’t just lending his face, he was genuinely part of the creative journey. It felt less like working for him and more like working with him, side by side as teammates.”

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And while ARKS carries a minimalist aesthetic, Sidhant clarified that it wasn’t a direct demand. “Minimalism wasn’t something RK specifically asked for. His only request was that the design should feel natural and calming, not disruptive — something that blends into life as easily as a sunrise or sunset,” he explained.

For TooSid, minimalism is a practice that unfolds through the work itself. “Every design kind of shapes itself — sometimes it feels like the piece is telling you where everything should go. What matters most is leaving space for creativity. That’s when the work really finds its own balance.”