Antaratma is a Sanskrit word that means ‘The Inner Self’ or ‘The Inner Soul’. It is a combination of the words ‘AntaH’, which means inside, and ‘Atman’, which means the self or the soul.
Our logo represents the elements of nature within, nature that is the Eternal Truth, the Absolute, the Infinite - or what we call the ‘Brahman’.
The realisation of ‘Aham Brahmasmi’ — the unity of the Atman with the Brahman — a realisation that nature, and all its inhabitants, aren’t different from who and what we are, that everything and everyone, just like ourselves, are part of the Absolute, the Divine, had to be captured in the logo.
The importance of such a realisation is that it grounds us humans, the mightiest beings on the planet, and reminds us that we are but a speck, a cog in the wheel, replaceable, and mortal.
This realisation is also important because it will help humans be more mindful of the environment and the damage we do to it; be more compassionate to nature – which is within us and which is us – and be more kind to every fellow inhabitant of Mother Earth.
There are six elements in the Antaratma logo.
The Arch is what we call the ‘Soul Window’, a window to the soul, through which we witness all that is within us and, ideally, all that is around us.
The Sun represents the Ultimate source of energy that binds us all, and powers our existence. The Sun doubles up as an Eye that witnesses everything, and is eager to explore and learn. The Rays of the Sun represent ‘Light’, ‘Enlightenment’, and ‘Vision’ when it is seen as part of the Eye.
The Waves stand for both ‘Wind’ and ‘Water’, that nurtures and soothes us. It also represents the divine flow in nature that balances, interconnects and realigns all that is out of order.
The blocks of concentric circles are an abstract representation of the Celtic Tree of Life, a mark of our commitment to harmony and balance in nature, as well as long life, wisdom and rebirth.
The Flower, which is in fact, an assortment of leaves, represents a new, beautiful life. It also highlights the importance of recycling.
The scripted word Antaratma conveys the ‘emotional character’ that surrounds our products - a serene, confident and pure ethos.
The logo is balanced, elegant and harmonious to reflect Antaratma’s identity of being sustainable, and its commitment towards leading a conscious life. The serif typeface expresses confidence.
At the centre of the typeface’s alphabet A is a thread-like element that represents the thread that connects every single being in this Universe. It also stands for the tales Antaratma would meticulously weave into, and through, its creations.
