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Young Designers 2011 |
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| Keywords Branding Identity system Charity Fund-raising |
In an era where brands are not only commonplace but also ingrained in our subconscious, one does not necessarily realise what goes into building a brand: why some are evergreen while most enjoy only few golden days of glory. My diploma project was to develop two brand identity systems, one major and the second, minor. My project brief was to develop an identity system for a New Delhi-based fundraising charity. The project required the full works for creating a new entity; giving it name, form, colour, voice and a tangible life. The second identity system was for the Nirula Family Art Trust. Although of a smaller scale, it required much dedication and time. Since both the systems were for the same client, it was extremely important and challenging for me to ensure that both the identities appear fresh and different from each other. I worked on both the identities simultaneously: the naming for one, conceptualizing the logo for the other. The process of building the identities began with paper explorations, then finalizing the visual language and finally creating the collaterals. Due to the client’s requirement, the smaller identity materialized before the main identity. Brands address hearts and minds. A brand is successful when a customer recognises it from amongst the billions he or she is exposed to and it brings a smile to his or her face. Brand identity is the visual and verbal expression of a brand. To understand the same through first-hand experience was the greatest learning for me from this project. |
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