DIpLOma prOJeCt AGYA CHAKRA CEREMONY 2010 IDENTITY PROGRAM Sponsor : Beyondesign, Mumbai
student : AYUSH MARATHE programme : Post-Graduate Diploma programme
guide : ANIL SINHA
2010 COMMUNICATION DESIGN (GRAPHIC DesIgn)
National Institute of Design Ahmedabad
Registrar (Academics)
*Subsequent remarks regarding fulfilling the requirements :
Members :
Chairman
on fulfilling the further requirements by
*
herewith, for the project titled "AGYA CHAKRA CEREMONY 2010 IDENTITY PROGRAM"
IN COMMUNICATION DESIGN (GRAPHIC DESIGN)
Diploma of the National Institute of Design
The Evaluation Jury recommends AYUSH MARATHE for the
AGYA CHAKRA CEREMONY 2010
"Behold, the kingdom of God is within you." (Luke 17.21)
Holy Bible
Contents Synopsis...............................................................................13 Background.......................................................................15 Client Profile....................................................................17 Sponsor Profile..............................................................22 Project Proposal............................................................27 Time Schedule Plan....................................................31 A Designer’s Perspective.......................................32 Logo of Nicholas Piramal.........................................33 Logo of Piramal Healthcare....................................36 Piramal Events..............................................................38 The Legacy Of Piramal Events..................................39
Piramal Awards 2009.................................................41
The Venue "Asia World Expo"...............................43
Research
Agya Chakra...................................................................48 The chakras and the other elements....................51
The Seven Chakras: A Brief Synopsis....................54 Experiences of People through
Agya Chakra....................................................................61
Events
Other Awards Ceremonies.......................................63
Study
Corporate Identity.......................................................68 Understanding Branding..........................................71
Design Journey Logo Design...................................................................73 A Short History of Logo Design Why logos are important? What makes a good logo? Design Process
Style Manual..................................................................88 Collaterals
Collateral 1: Trophy...................................................106
Collateral 2 (a): Emailer 1........................................126 (b): Emailer 2......................................140
Collateral 3: Certificates..........................................143 Collateral 4: Invitation Cards and
Envelopes...............................................151
Collateral 5: Tree of Excellence............................158 Collateral 6: Leaf.........................................................163
Collateral 7: Backdrop..............................................168 Collateral 8: Scroll......................................................170
Collateral 9: Standee.................................................172 Other Collaterals.........................................................175
Printing..............................................................................180 Event Plan.........................................................................184 Conclusion.........................................................................191 Acknowledgements...................................................195 Bibliography...................................................................198 Webliography................................................................200
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
SYNOPSIS A PG diploma project at NID is a journey
create an identity design for the ceremony.
that cannot be confined to the limits of a
It began by creating a logo, which symbolized
few pages. It is a defining experience in the
the underlying emotion. The complexity in
life of a PG student at NID. It can be termed
the project was amplified, since it expected
as a course that is charted for 6 months, but
a thorough understanding of the spiritual
teaches the student the design of a lifetime.
implications of the theory, employing it as a parallel to corporate excellence, using a
The project "Agya Chakra" has been a great
multitude of design elements namely the
learning graph for me. It was what it
corporate identity (logo) for the theme and
claimed, a spiritual awakening-for me, an
collaterals for the event.
artistic awakening.
Process Description Objective and Scope
The process began with a thorough
This project was based on a complex, mystical,
acquaintance with the theme and then
and a spiritual theme. To comprehend it, I had
connecting it with the design concepts,
to first get in touch with the people in the
reading books on the subject, brainstorming
know. I realized that a young student is hardly
sessions and constant interaction with
the right person to understand something
the client, study of the client profile, their
so mellow.
values and beliefs, their artistic and spiritual inclinations as also understanding the
The agya chakra ceremony was a
sponsor’s perspective.
representation of the excellence in attitude, showcased by the employees of our client,
The core design, the logo, was the backbone of
Piramal Healthcare Ltd. To bring this vision
the project. The collaterals revolved around it.
to life, I, as a part of the agency handling this
The strokes, the nuances, the colours of each
project, M/S Beyondesign, was expected to
had a deep connection with it. Hence all these had to be placed in their proper perspective through creative visualisation.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Aligning a designer’s vision with the client’s
In view of the fact that the project was a
conceptualization and creating a "mutual
client’s vision, the designer in me had to
perspective" went into the final creations.
adapt to the needs of the client and also to coordinate it with that of the sponsor. This
Documentation
meant that the freedom to explore was
The project report was probably the
limited to boundaries, which inhibited my
most laborious part of the process.
creativity to a certain extent.
Compiling, research, quotations, references, interpretations and finally a step-by-step
Being an in-house event, easy access to
manual, is the document which was the
information is a tall order. Similarly peripheral
conclusive evidence of the project. Finally, a
activities (manufacturing, fabrication, and
bird’s-eye-view of the project to assess what
printing) were beyond the purview of
was derived from the exercise and penning
my scope, and have therefore found
them down in a conclusion, summed up the
limited mention.
design process. In spite of these limitations, the project has
Resources and limitations
been akin to a training program, which has
Since the project had a spiritual premise to it,
taught me aspects of every department, from
I had to read through texts which explained
conceptualization, to execution to rendition.
the significance of the theme. This meant
I can categorically conclude that this PG
certain concepts in the project report had to
Diploma project at NID, in effect, marks
be mentioned verbatim, for easy reference
the rebirth of a Designer.
and for definitive illustration. In this context, I would like to add a disclaimer that the quotes, illustrations, and texts have been reprinted with due credit accorded to the original writers and sources and utilized solely for academic purposes.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
BACKGROUND Looking for a Diploma Project is a project in
Designing an event from its inception was
itself-a daunting task, but I choose to call it
not just thrilling but challenging. The theme
an adventure of sorts. My hunt spanned the
was the object of my fascination-"The Agya
western boundaries of India from Delhi to
Chakra". I realized the tremendous potential
Pune to Mumbai.
for research in the theme.
The project that drew me to ‘Beyondesign’
But more importantly-I saw the sheer
was something I had never handled before.
mysticism of the elements-the deep spiritual
I had two options.
and philosophical connotation and it became
• The first was a ‘W.Diary on Mumbai City’
a thought-provoking prospect.
-encompassing the ‘who/why/where/ when/what of Mumbai’. • The second one was a live design project
I was about to venture into the world of spirituality.
for Piramal Healthcare Ltd. This fell into the genre of design that was novel for
The designer in me would unravel some deep
me-an event, the award bestowing of
mysteries of philosophies encompassing
the company to be held in July 2010;
several eras and nations. I was amazed at the
a function that would honour their
depth of the range of my research work and
performers. The venue of this ceremony
this curiosity did not kill the cat-it inspired
was Hong Kong and this was an ‘Logo
it. When a formal project was proposed to
Design and Branding’ project of sorts. I
me, I took it with great gusto. A web search
would be a part of the designing team
revealed a plethora of explanations and
which would create a brand-ranging from
interpretations that seemed awesome.
a logo to invitations to other literature and the trophies.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
One thing was very clear-my study would be two-fold. • The first comprising the entity of the client, Piramal Healthcare-their activities, work culture, background, projects, infrastructure, their vision, etc. • The second involved a thorough understanding of the theme and research work related to it. I decided to first do the groundwork on the Organization. Once I would acquaint myself thoroughly with their values and activities, it would be easy to comprehend the theme that would go with that culture.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
CLIENT PROFILE Sketching the profile of a client of the stature
Piramal Healthcare operates two divisions
of the Piramals is a daunting task. One
namely Healthcare Solutions and Pharma
can write volumes and still be staring at
Solutions. PHL is one of the largest custom
unfinished business. A capsule dose is just not
manufacturing companies with global
warranted. However, I had to contend with an
presence in North America, Europe and
abridged version of my study as I had another
Asia. Healthcare Solutions is headquartered
task at hand. To put it metaphorically-I had
at Mumbai with manufacturing facilities
other designs on them. I shall briefly touch
in Baddi in Himachal Pradesh and Mulund
upon their Corporate journey in the context of
in Maharashtra. This globally integrated
a brand identity. Tracing their history takes us
healthcare company fulfils unmet medical
back to a chapter that marks a defining era.
needs across the world, displaying a growth track record of above 29% CAGR since 1988.
Nicholas Piramal India Ltd. came into
From rank 48 PHL is currently ranked 4th in
existence in 1988 when it acquired Nicholas
the Indian market with a diverse product
Laboratories from Sara Lee and in the
portfolio spanning several therapeutic areas.
last fifteen years has grown on mergers,
PHL headed by Shri Ajay Piramal, Chairman,
acquisitions and alliances. Piramal Healthcare
and Dr. Swati Piramal, Director, Strategic
Ltd was formerly Nicholas Piramal India Ltd,
Alliances and Communication, have been
and the change in name was proposed on
recipients of awards and accolades that makes
30th April, 2008. Today, PHL is one of India’s
impressive reading.
largest pharmaceutical and healthcare companies. Being part of the Piramal Group
• S&P Global Challengers’ List of 2006.
its healthcare division contributes 50% to the
• Forbes ‘Best Under A Billion’ List of 2003
group’s manufacturing, retail and real estate.
and 2004. • Forbes 2005 List of ‘Best Small Asian Companies.’
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Mr. Ajay Piramal, Chairman, was awarded
• The Chevalier de l’Ordre National du
the ‘Ernst & Young Entrepreneur of the Year’.
Mérite (Knight of the Order of Merit) in
Award in 2003 and ‘Entrepreneur of the Year
2006, one of the highest civilian honors
Award’ by UK Trade & Investment in 2006
bestowed by the French government.
and 'CEO of the Year' by World Strategy Forum in 1999. He is the only Indian member of the Governors' Forum on Healthcare in the World
• Awarded the BMA Management Woman Achiever of the Year Award (2004-05). • Nominated one of the 25 most powerful
Economic Forum. The World Economic Forum
women in India, thrice in succession from
in 1996 also selected him as the 'Global Leader
2002 till 2005.
of Tomorrow'.
• Recipient of the “Lakshmipat Singhania IIM, Lucknow National Leadership Award”
In addition, Mr. Piramal has also held several positions of eminence in Indian industry including the Prime Minister’s Council for Trade & Industry.
in the category of Young. • Leader in the field of Science and Technology for the year. • Received the Chemtech Pharma Award for Outstanding Contributions in pharma and
Dr. Swati Piramal, Director, Strategic Alliances and Communications, is also the recipient of several noteworthy titles and awards. Some of them are highlighted:
biotech Industries. • In 2007, received the Rajiv Gandhi Award for Outstanding Woman Achiever. • She also holds the distinction of being the first ever woman to be elected as President of ASSOCHAM in 87 years.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
However, the awards, to these pioneers are
The Piramal Group which boasts of a wide
not an end in themselves, but a means to
range of enterprise from Healthcare solutions,
an end-an inspiration to every member of
Pharma Solutions, Life Sciences, Diagnostic
Piramal Healthcare to become the leading
services to glass, embodies the core values
globally integrated healthcare company.
of knowledge, action and care which propel them to improve the quality of lives by
Erstwhile Nicholas Piramal India Ltd, PHL
democrating healthcare. They aim to attain
engaged primarily in pharmaceuticals
leadership in the market share, innovation
business mainly consisting of manufacturing
and profits by
and sale of own and traded bulk drugs and formulations. During the fiscal year ended 31.
• Partnering the medical fraternity.
3. 2009, PHL acquired 2 brand group Anafortan
• Building strong capabilities to deliver
and CEFI from Khandelwal Laboratories Pvt.
product and process innovations.
Ltd., PHL launched a total of 42 new products (including extension). The company also
These core values help them believe that
acquired Minrad International Inc. which is
they are for the ones they serve and that their
a provider of generic inhalation anesthetics
care will take timely action if it is backed by
through its wholly owned subsidiary in the
knowledge.
US, Piramal Healthcare Inc. PHL further took on the Inhalation Anesthetic gas distribution
The core values nurtured in the company
business of RxElite Inc. In 2009 it also
are a derived from the essence of the Bhagwat
acquired polygeline based blood plasma
Gita-the largest source of perpetual wisdom.
products marketed under the brand name
Through this source of inspiration they abide
Haxmaccil in over 38 countries from Plasma
by the three distinct principles of
select AG, Germany.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
1) Gyan Yoga-The principle of Knowledge and intellect. 2) Karma Yoga-the principle of action and entrepreneurial spirit. 3) Bhakti Yoga-principle of care and compassion.
To elaborate further: I) Knowledge: • Building a deep understanding of their customer and domain. • Applying creativity/breakthrough ideas for business improvement and growth opportunities.
Each of its employees is encouraged to exhibit these values in their daily actions towards
II) Action:
the realization of their collective vision of
• Execution
democratisation of healthcare.
Meticulous planning and follow through. • Passion
The values of PHL advocate that: a) The right action will be taken only when backed by knowledge. b) The care they give would have an impact
The drive to deliver outstanding results. • Entrepreneurial Continuously exploring business improvement and growth opportunities.
only with timely and bold action. c) Their actions create value only if they care for their customer’s success.
III) Care: • Commitment to internal and external customers results. • Create opportunities for professional growth by developing themselves and others.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
On the one hand we have their values and beliefs, on the other we see their aspirations
Abbott was set to buy India Piramal's health unit for $3.7 billion. MUMBAI (Reuters).
and achievements, their latest being their partial take-over by Abbott Laboratories, a
"Abbott Laboratories Inc will pay $3.72 billion
veritable fiancial trump card played by this
to acquire India's Piramal Healthcare's
Business wizard.
pharmaceutical solutions business, as global drugmakers look to boost their presence in
"US-based pharmaceutical multinational
emerging markets."
Abbott expects its 69 per cent-owned Indian subsidiary to quadruple its sales to Rs 11,200
This business strategy was not the last,
crore by 2020, riding on the growth prospects
there would be many to come. However, for
of the branded formulations business of
my study this was the last in the chronology.
Piramal Healthcare."
My client's imposing Corporate presence was not just impressive, it was downright
The US giant’s acquisition of the fourth
intimidating. I knew for a novice like me,
largest Indian formulations company by
designing a ceremony so close to their heart
volume for Rs 17,000 crore would catapult
was a truly formidable task.
it to the number one formulation player in the domestic market, with a market share of seven per cent.
Having commented upon the client, their values, their visions and aspirations, I now
The acquisition, which adds 350 brands to
had to briefly touch upon the profile of the
Abbott India’s portfolio, is the fifth major
Company that had taken on the challenge of
deal in the Indian pharma space, the others
designing the latest event envisaged by the
being Daiichi Sankyo-Ranbaxy, Matrix-Mylan,
client-the Design Boutique which had, in turn
Fresenius-Dabur Pharma and Hospira-Orchid
thrown the challenge at me-my sponsor,
Chemicals." Business Standard 22/05/2010.
M/S Beyondesign.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
SPONSOR PROFILE The sponsor to my PG Diploma project,
"Our concept
M/s Beyondesign, Mumbai is headed by
the ‘design boutique’ where design seamlessly
Ms. Bhavika Shah, a young and enterprising
fits in with the commercial need for brand
designer from Mumbai. Established in
strategy.
2006, this company has undertaken some impressive projects and successfully serviced
Our goal
some prestigious clients. In a short span the
to convince you that design is a core element
company has acquired a clientele of over 400.
of your strategy, not merely a peripheral accessory.
Ms. Bhavika Shah, Creative Director and entrepreneur, a post graduate from Savannah
Our mission
College of Art and Design, USA, has a dynamic
to give you extraordinary designs that make
and out-of-the-box perception which reflects
you extraordinary profits.
in her designs. Her strong value-base coupled with genuineness are mirrored in the art she
Our strategy
creates, which is authentic and innovative.
the ‘chain reaction syndrome’ make it visual. unique. compelling. unforgettable.
To quote from the website of Beyondesign: "Beyondesign is a design studio that explores visual communication through the media of graphic design and illustration. We work on design from a total-solutions perspective, combining strong aesthetics and creativity with the commercial need for strategy. Our forte ranges from nomenclature and identity design, to print, publications, packaging, and merchandizing, not to mention web design and invitations as well."
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Our innovations all-solutions, from brandbuilding to publication design and packaging."
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
They further add, "As a creative agency
Pharma, The Essar Group, Samsung Mobile,
we have established a valued list of
Institute of Contemporary Indian Art, The
clientele for whom we have found effective
Lodha Group, The Express Group, The Jindal
communication solutions. To take you through
Group, The Narang Group, The Taj Group of
just a few, there are names like Diageo India
Hotels, Piramal Healthcare, Universal Music,
Pvt. Ltd., Parksons Games and Sports, Dabur
The Kalpataru Group, Genesis Colours (Satya Paul, Deepika Gehani), Robinsons Air Services."
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Within a short span of four years, Beyondesign had already made a name for itself in the highly competitive world of design. It is a tribute to its enterprise that Beyondesign featured DNA dt 23. 05. 2010. The following is the extract.
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DNA Newspaper printed on 23/05/2010
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Verve Magazine penned a feature on the vision of Bhavika Shah. I represent here:
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
It was no wonder then that she backed her
The core theme of the Award Function of
instincts and placed her faith in a complete
Piramal Healthcare.
'wet-behind-the ears' designer like me, who
Having studied the value base of the history
was also constrained with a communication
and the vision of the client, PHL as also the
disability. Her quest for a totally fresh outlook
designer, M/s Beyondesign I realized I had a
probably prompted her to give me this
responsibility to fulfill. I was entrusted with
creative responsibility. I had to live up to her
the creation of a design which would not only
faith. If Beyondesign had faith in my creative
reflect the client’s persona but to ensure that
abilities, I too had accepted their challenge
it was compatible with the vision of
and designing under the baton of Bhavika
my sponsor.
Shah prompted me to give my very best. The Agya Chakra was the mystical concept I now had to focus my attention on the core
on which I had to build the edifice of my
theme-the Award Function of PHL.
pattern. My next step was to not just study this enigma but delve deep into its mysteries in order to print its soul on graph.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
CLIENT PROJECT PROPOSAL Executive Summary
The subject proposal is outlined as follows.
Piramal Healthcare Ltd, formerly Nicholas Piramal India Ltd, is one of India’s largest pharmaceutical and healthcare companies.
Background Sales achievement award functions are
Besides healthcare, the Piramal Group
a common phenomenon in the pharma
has business interests in areas of glass
industry. Usually the highlight of these
manufacturing, retail and real estate. This
awards is the international location at which
globally integrated healthcare company fulfils
they are being held. Piramal Healthcare’s
unmet medical needs across the world. PHL
annual Star Awards function is no different.
is currently ranked 4th in the Indian market
The focus is always on the international
with a diverse product portfolio spanning
location and it is completely a sales award
several therapeutic areas. The Piramal Group
with no recognition given to other functions
boasts of a wide range of enterprise from
within the organization. Also, the Star Awards
Healthcare solutions, Pharma solutions, life
adopted a new theme and look every year
sciences, diagnostic services, to glass, embody
with no real connect to their brand values.
the core values of knowledge, action and care.
This probably resulted in losing out on a brand connect-a situation that the Company
In keeping with their values, PHL felicitate
sought to address by opting for an ongoing
their achievers every year at a special award
theme from this time onward."
ceremony. This year would follow suit. In their own words, "The Annual Award function in which outstanding performers are honoured is scheduled to be held at Hong Kong in July 2010. This award function is based on a specific theme ‘Agya Chakra.' The theme has to be developed as a design.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Brief Agya Chakra had been selected as the
Design Brief The design plan had to be devised to create
consistent and concurrent theme going
a theme on which the Award distribution
forward from this year on. The main ideas
ceremony of Piramal would revolve. The
to be incorporated into the awards function
idea of conjuring up such localized events
were:
with a complete package of designs is fast catching up in the corporate world. Company
• Build the Piramal brand and its values.
seems to build a function, a programme,
• Enthuse the sales team to build pride
surrounding a ‘flavour of the moment’, to
and prestige. • Create a signature Healthcare Solutions
create an atmosphere, an ambience wherein the function is conducted.
event and turn it into a legacy. • It should appeal to the target audience,
PHL had earlier held similar functions at
healthcare solutions employees across
Bangkok and Dubai in the year 2008 and 2009
functions.
respectively. The idea seemed to have caught
• It should intensify the sense of
up and this year, it would be no different.
achievement of receiving the award and sense of belonging to the Piramal community.
The award function of PHL was envisaged with the focus on 'Agya Chakra' or 'The Third Eye of devotion'. The design would portray the core belief of this concept. The logo, the certificates, the trophy etc. would be an embodiment of this philosophy, the colours, the lines, the strokes the fonts, each would express the sentiment of ‘Agya Chakra’, The Award for Excellence.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Objective The objective of creating a design/theme is
the company, the Agya Chakra, the circle of
to incorporate a belief that the ‘agya chakra’ or
devotion, the power of the third eye, has to be
‘the third eye' is the core value of the company
depicted through the strokes of the design,
and the designs must reinforce this core value.
and the strength of the colours. The purpose is
A design is a powerful visual. One visual can
to visually draw the viewer into the mystical
drive home a concept, a philosophy far more
world of Agya Chakra or the sixth chakra,
effectively than copious literature or long
what it stood for and its co-relation with the
discourses. Employers as well as the world at
Company’s core values.
large would, at one glance, comprehend the theme, the thought behind the event. Hence the objective of the design is unequivocal-to
Target Audience Healthcare Solutions’ employees across
drive the philosophy home, to carry the core
functions (e.g. training, manufacturing, sales,
value on its lines and reach the viewer. The
marketing, supply chain, finance etc.)
design would create a harmony with the viewer, the company and the event.
End Deliverables • Identity design for Agya Chakra.
Purpose The purpose of the design is simple. A deep rooted mystical philosophy lies beneath the design. An average person would find
• Identity applications (letterheads,envelopes, powerpoint templates, event collaterals etc.). • Trophy design-regular for about thousand
it difficult to comprehend this depth of
people and special awards for about
thought. How then can the award winner/
fifteen people.
the spectator/the public read the ideology? The purpose of the design is to simplify the ideology, to create pointers in the right direction, provoke thought and to provide answers. The essence of the core values of
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Offer Letter
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
TIME LINE PLAN
Phase 1
Phase 2
Phase 3
Phase 4
Background on the research subject matter
Data Collection History of the client/ earlier endeavours
Design Sytems for an identity
Design Sytems and collaterals
Style Manuals
Explorations and Concepts for a new system
4 weeks
7 weeks
Studying Agya Chakra, the client profile and sponsor profile 4 weeks
Identity and Collaterals 4 weeks
Phase 7
Phase 5
Phase 6
Client Feedback / Recommendations
Refinements / Execution
Documentation
2 weeks (intermittently)
2 weeks
4 weeks
January
February
March
April
May
June
July
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Total: 27 weeks. From 20th January to 31st July 2010
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
A DESIGNER'S PERSPECTIVE Having delved into the profile of PHL, a brief
acquiring it.' Citing an example she reiterates,
synopsis of the business and the study of its
‘It is like sometimes we do not remember the
core values, it is interesting to probe into
name of an old sheet which does not exist
the realm of its profile projection and its
anymore. Likewise, we wanted to overcome
visual impact.
the Nicholas association with Piramal, and hence, the new avatar. Her response to the old
In this connection I have highlighted the
name and logo,
views of experts. “Nicholas Piramal was just an orange colour According to brand guru Jaydeep Kapoor,
logo, and neither did it tell a story nor did it
“If a company wants to change or in case of
have an emotional connect. So our aim was to
merger or acquisition, rebranding is opted for.
find a logo which had an emotional connects.”
In the Piramal case, the need to be modern, contemporary and to look at healthcare in a
The verdict was out straight from the
wholesome manner could be the reason
horse’s mouth. The spearhead of the company
for rebranding."
had spelt out her perception.
For Piramal, the fact is that 16 acquisitions
However, as a graphic designer I was not
in 20 years had resulted in the emerging of
inclined to accept this so easily. I do believe
a multipersonality organization. When the
that every logo designed has a purpose and
company became a little of all the acquired
concept to it-albeit a simple one, hence I
companies, a need to unify them became
decided to look at the NP logo through
imperative. In the words of Swati Piramal,
my vision.
‘many a time, we just remember the brand belonging to a particular company and
At the same time I had needed to study the
not the company behind it, but the name
PHL logo in order to portray the perfect core
of the brand. This is because of the history
in my designs.
associated with it and the time we spent
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Logo of Nicholas Piramal
The erstwhile NPHL logo was one of the
Secondly, such a logo can be comprehended
simplest one can lay eyes upon. An orange
faster. An uncluttered logo is pithy, concise
right angled triangle with a base on top
and power packed. Brevity is the soul of wit
with "Nicholas" printed on the upper part.
-an uncomplicated logo is like a headline-
There are many benefits of a simple logo.
straight to the point.
Firstly, the visual picture is easily imprinted in the mind of a viewer. Straight sharp lines, uncomplicated designs or minimal elements can be recreated in the minds, speedily and effortlessly. Hence the picture, due to its sheer simplicity can be conjured instantly at will. Such logos remain embedded in the mind of the viewer for long.
With this very fundamental value, the Nicholas Piramal Logo stuck in the public mind for a long time, and the ‘orange triangle’ became synonymous with the company. The logo announced the brand as it became the brand and remained the brand for years.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
However, what the logo stood for, why
The NPHL logo was an inverted right angled
the colour, why the inversion, had to be
triangle with base on the top. It could well
deciphered, or interpreted. Interpreting
be a depiction of a company having the level
the logo was one part of the exercise, but
apex-the right angle. It would probably be just
the designer’s motives, the whys and the
that, "the right" or "appropriate" approach-
wherefores was what made true sense.
The Right Angle of approach.
I decided to do both. In other words, top level stability with a I first got down to decipher the NPHL
right approach.
logo, on my own terms. This subjective interpretation devised by me was not just to
The NPHL logo appeared to be a symbol of
test my creative skills but also to give me an
balanced growth. It also announced a ‘broad,
insight into the path I would have to follow
level-headed peak. The diagonal could well be
when I created my designs. I truly believed
indicative of a ‘steady growth graph’.
that a design is like a poem-each reader is free to derive his own meaning-the more the interpretations-the richer the poem.
The straight sharp lines signified a “to the point” corporate mindset, no frills, no “beating-about-the bush” attitude. The inornate font pointing towards simplicity and calrity, indicating clarity of vision. The logo announced a ‘no nonsense, pure business’ philosophy.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Interpreting the colour of the logo was not
To my perception The NPHL logo was
so intimidating.
enigmatic-the more. I probed-the more
• Orange- representing warmth, brightness,
meaning it offered.
and radiance. • Orange- also the symbolic colour of spiritual pursuit.
The explanations were endless. However, my aim was not to go overboard with my subjective interpretation, but to
One thing was well and truly evident-Orange
move on to study the PHL logo at length.
was a signature colour with the Piramals. It ran like an uninterrupted river through the
After putting the NPHL logo under the
Company’s Brand identity. Designs changed
scanner I aimed at studying the PHL logo.
-but the colour was perennial. This discovery
This entire exercise was to embark upon a
gave me a rare insight into the scheme of
single-minded design journey of the Piramal
things to come. I knew that orange would
group so as to delve into it, while designing
be an integral part of the theme-PHL was
their theme logo.
inclined deeply towards spirituality.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Logo of Piramal Healthcare
The PHL logo-A study as in the earlier
However, I knew there was more to it than
exercise, marked my next course of action.
meets the eye-the orange stance is in reality-
Before I got down to acquiring the study
a "Gyan Mudra not a Nritya Mudra-The Gyan
material of the designer, I wanted to make my
Mudra is an eternal symbol of knowledge".
own interpretation of the PHL logo from an unbiased and fresh perspective.
This revelation had aroused my curiosity and a study of the creative brief was imperative.
The mudra logo of PHL at first sight was apparently, to a novice, a graceful dance
The PHL logo is not just a graceful design it is
posture-the forefinger gracefully poised
what I would call, a complete logo, embodying
on the thumb and the other three fingers
the physical, the aesthetic, the intellectual as
opened and spread out like peacock feathers.
well as the spiritual elements. This delicate
This purely artistic rendition is not really
looking logo is in fact a power packed
just an aesthetic stance on display-this is a
statement.
highly powerful expression of a deep rooted philosophy. This, I knew was not a dance mudra-it was a Yoga Mudra.
Whereas the NPL logo fell into the category of the intellect, the PHL logo is “spirituo-intellectual”
To a layman it would seem like an expression of the superlative,-a hand gesture
The organization has given a very lucid
subsitution of “WOW”, or an action of
explanation of its logo. I quote from
"plucking a flower" in a dance or "nrithya".
their website:
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
"Today, ‘Piramal’ is more than a name. It stands for certain values and is characterized
the mind, the body and the intellect-hence our core values: knowledge, action and care.
by its structure and evolution as a community with a shared environment and identity and
Each finger represents one of the five
common goals and interests. Employees,
elements-the thumb is Agni (fire), the
their families, shareholders, partners,
forefinger is Vayu (air), the middle finger is
stakeholders, customers, suppliers and
Akash (ether), the ring finger is Prithvi (earth)
society are an intrinsic part of this ecosystem.
and the little finger is Jal (water). Harmonizing
As a community, it is important that we
with each other, they aspire to form a circle of
share a common, distinct visual identity
perfection, peace and happiness, so important
that is aligned to the Group’s carefully
in Zen and in ancient Indian science.
distilled values derived from the age-old wisdom of the Bhagavad Gita, Gyan Yoga
In the Gyan Mudra, the idea of the wrist is
(the principle of knowledge and learning).
clear but the hand is not in a perfect circle,
Karma Yoga (the principle of dynamic action
the small ‘a’ in the name is unfinished, the
and entrepreneurial spirit) and Bhakti Yoga
mind is meant to finish the unfinished circle
(devotion to a higher purpose, compassion
of the hand and the letters. While we aspire
and care).
to be perfect, we recognize that there will be a distance to travel towards perfection-
The Piramal community has adopted the
hence the distance between the two fingers.
ancient, universal symbol of the Gyan
As the forefinger and the thumb do not form
Mudra as its brand icon. The gyan Mudra
a perfect circle, and-likewise-the lowercase
is an aesthetic hand posture practiced in
‘a’ in the name ‘Piramal’ is unfinished, the
yoga, meditation and dance for more than
mind completes the unfinished circle of the
3,000 years. The thumb and index finger are
fingers and the letters. The uppercase letter
brought together in gentle contact, while all
‘P’ in the word ‘Piramal’ is solid and the word
other fingers gently move forward. The three
itself shaded black, contrasting with the deep
fingers in their varying formations symbolize
orange of the visual emblem that denotes tradition and spirituality.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Our visual identity is layered, rich, spiritual,
In other words, the Gyan Mudra adopted as
intimate, powerful, yet gentle. It focuses the
PHL logo has the following elements
mind, body and heart to give the light of knowledge, encourage dynamic action and
The Gyan Mudra
invoke deep care and compassion, bringing
1. An ancient universal symbol
health, prosperity and peace to all. When we
2. Thousands of years old
give our card with our logo to someone we
3. Knowledge, action and care
are also wishing them harmony and peace.
4. Focuses the body, mind and intellect
With the logo on our letterhead we are giving
5. Gives the light of knowledge
everyone a message that is inherent in the
6. Banishes ignorance
Gyan Mudra-knowledge, action and care."
7. Encourages dynamic action 8. The deepest care and compassion
"Our new logo has a “soul�. We need to be disciplined and protect it by presenting it in its pristine form. The Piramal Brand Identity Manual will guide us to do just that.
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9. Brings health and harmony 10. Peace and happiness for all."
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
CASE STUDY The Legacy of Piramal Events I reprint herebelow the ongoing tradition
From its humble beginnings in the first year,
at PHL which was poised to offer its latest
the next Star Awards saw a quantum leap;
version. In their own words, “At Piramal
both in terms of participation and location!
Healthcare, we believe in providing the right
The 2003 Star Awards was held against the
climate for talent to blossom. People are a
majestic sky line of Kuala Lumpur. Since then
priority for us and we offer an organizational
there’s been no looking back. Every year the
culture which stirs our people to go beyond
best performers of Piramal Healthcare are
the conventional to achieve outstanding
awarded at various international locations.
results. And outstanding performers must
The Star Awards has travelled to Bangkok,
be appropriately celebrated!
Singapore, Dubai and more such exciting destinations. Each year every delegate takes
Our philosophy of celebrating the
back cherished memories of bonhomie,
achievements of our best performers took
appreciation, fun ‘n’ frolic of moments
shape as the Star Awards way back in 2002.
spent with co-workers and family at
The first year when these awards were
the Star Awards.
instituted, was celebrated with great zest and enthusiasm in Hyderabad.
Nearing almost a decade since its inception, it was now the right time to create a legacy of what started way back in 2002. We delved deeper into our past to draw inspiration for doing so. What came out was a remarkable journey that we as an organization embarked upon in 2003 to realize our true potential. We called it Agya Chakra.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Agya Chakra is a two petal white
The Agya Chakra Ceremony 2010 is a
lotus. The mind – represented by the cosmic
celebration of our collective devotion to
vibration OM – resides in its centre. Just like
excellence. Each one of you has made a
the sound OM which resonates till eternity
tremendous contribution to earn your rightful
our Agya Chakra journey is one which has a
place at this auspicious ceremony. On behalf
definitive beginning but not an end. The Agya
of Piramal Healthcare, we welcome you the
Chakra or the 3rd eye is the confluence of the
Agya Chakra Ceremony 2010".
mind, body and intellect and therefore of our core values of knowledge, action and care. It gives great mental insight, unwavering focus and a deep driving devotion to excellence. Our deep driving desire to democratize healthcare propelled us to transform a 48th ranked Nicholas Labs to the 4th ranked Piramal Healthcare. And moving forward the Agya Chakra will guide us in our future path of growth.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Piramal Awards 2009 Venue: Dubai
Observation
Attendees: 1200
• Product Categories (trophies, certificate,
Theme: Heroes
invitation cards, backdrop, standee,
Chief Guest: Kapil Dev
welcome kit, screen animation, dangler,
Award Name: Star Awards
poster etc.).
Spanning from 5,000 to 26,000 sq.meters
• Anchors, Performers, Stage act. • Overall Branding of the theme of 'Heroes', was spread across all mediums including gateway entrances, facades, signatures and print collaterals. • Well organised and arranged events. • Repetition of design, giving it a cluttered look. Colour selection gave it a garish appearance. Excessive use of dark orange and magenta and purple without setting it off against daylight colours. The stage looked dark and hence lacked a 'cheerful' ambience. • The graphic use of 'k' and" c" in knowledge, action and care was eye-catching. • Use of warm and bright colour sashes by the participants was an effective concept. • The trophy embodied the concept of "heroes" as well as the Star. Elegantly designed with graceful, languid lines.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Analysis Piramal Awards 2009, are obviously quite
On the other hand, this year's theme being
different from Agya Chakra Ceremony, 2010.
spiritual, the set-up had to be subdued, sober
The overall ambience in tune with the theme
and pristine. Predominant white and grey,
created, was that of a Historic era-dramatic
would give it a cerebral appearance. The
and with a feel of the valiant. The Fort look,
touch of spirituality had to be brought out
the costumes, the props used in the stage acts
by saffron. While last year it was more of a
conjure the Peshwa look.
'dramatic' and celebrative rendition, this year it is a solemn, sacred festivity. This shows what ambience creation can do to an event. While branding, the theme must be established and created through promotional materials, products, packaging, printed pieces, advertising, signs and uniforms. An identity must be flexible enough to accommodate all requirements. It is evident from both the experiences that the Piramal group has spared no effort to see that even the minutest detail is not overlooked. The onus was now on me to carry on this legacy and make my designs in sync with the values of the Company.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The venue - Asia World Expo The much anticipated AsiaWorld-Expo, Hong
At the opening ceremony, Mr Tsang said
Kong’s largest exhibition and events complex
that this new addition to Hong Kong’s
located at the Hong Kong International
infrastructure was one of the many
Airport, was inaugurated by SAR Chief
initiatives which the Government had been
Executive Mr Donald Tsang and senior
spearheading in recent years.
representatives of the shareholding and management companies.
Mr Tsang said, “When we adopted the brandname ‘Asia’s World City’ for Hong Kong a few years ago, it was intended to be partly descriptive and partly aspirational. We have since been working hard to live up to the promise of being a premier city in the region and beyond. With the opening of AsiaWorldExpo, we have turned another small part of our vision into reality.”
The HK$2.35 billion (US$300 million) state-
“One major role of Hong Kong is to serve as
of-the-art facility, which is one of the largest
a regional hub and a base for international
in the region, is designed to further enhance
and, increasingly, mainland companies to
Hong Kong’s position as a leading exhibition
manage their business operations in East Asia.
and events hub.
A complementary role is to serve as a twoway springboard: for companies from around the world wishing to access the Mainland of China, in particular the Pearl River Delta, and for mainland companies to launch themselves into the international marketplace."
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
“It is no coincidence that many of the
He said, “The Government is putting a
exhibitions to be held here in the coming years
substantial amount of equity in recognition
are to show off Chinese goods and services to
that it is our responsibility to provide the
the world. Others will show the world’s best
infrastructure to enable the economy to
products to an increasingly sophisticated and
flourish and grow. The private sector has also
substantial market in the Mainland,” he said.
played a critical role in ensuring the success of the project.”
Mr Tsang also pointed out that AsiaWorldExpo exemplified the partnership between the public sector and the private sector.
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Asia World Expo, Hong Kong
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Along with being one of the largest and
Mr Mike Rowse, Chairman of Asia World Expo,
most high tech facilities in the world, the
emphasised the importance of AsiaWorld-
new centre is one of the most conveniently
Expo to Hong Kong’s appeal as a
located exhibition and events venues, and
regional centre.
the only one in the world that combines full integration with a busy international airport
He said, “Today starts a new chapter in the
and the service of an in-venue railway station.
development of AsiaWorld-Expo. Entering the
Visitors to Asia World Expo can literally walk
operation phase, the emphasis of our work
straight from the exhibition halls to the
switches to filling the Centre with new events
platform of the Airport Express train and
and giving our customers world-class service.
connect to anywhere in Hong Kong served by
The substantial bookings for AsiaWorld-Expo
the Mass Transit Railway.
so far and favourable projections for the future will place Hong Kong even more firmly
The venue provides 70,000 square metres
at the forefront of the conference, exhibition
of rentable space, with 10 state-of-the-art
and event industry in Asia,”
ground level exhibition and events halls, including the 13,500-seat AsiaWorld-Arena,
“AsiaWorld-Expo has already established
the biggest purpose-built indoor seated
an impressive event calendar with more
entertainment arena in Hong Kong. The
than 30 major international exhibitions and
AsiaWorld-Arena has been designed to host
events scheduled for 2006. These events are
sophisticated world-class events ranging
virtually all firsts to the city and the majority
from mega-superstar concerts to large scale
of them are recurring events for subsequent
sporting and entertainment extravaganzas.
years. These events are estimated to bring approximately HK$4 billion of economic benefits to Hong Kong in our first year of operation,” said Mr Nicolas Borit, Chief Executive Officer
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Built within a multi-modal transportation hub, AsiaWorld-Expo is just a few minutes’ stroll or a one minute train ride from the Hong Kong International Airport. This makes AsiaWorld-Expo easily accessible to the 35 million international travellers a year who arrive in Hong Kong aboard some 5,000 flights a week from 144 international destinations. Through its integration with the Airport, AsiaWorld-Expo is within 5 hours’ flying time of half the world’s population, and through the comprehensive road network and cross boundary bus services, it is less than 90 minutes’ reach from key cities in the fast growing Pearl River Delta Region, making it an extremely valuable business platform for Hong Kong, the Mainland of China and the rest of the world. I have briefly touched upon the periphery of the subject proper in order to create the right background for staging the Mega Event. My focus now was on putting the core of my project under the scanner, the Theme of the Event "AGYA CHAKRA", which was also the subject of my research.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
RESEARCH Agya Chakra The Agya Chakra had been selected as the
The background, the purpose, the theme after
consistent and concurrent theme going
being comprehended thoroughly, it was now
forward from this year on by PHL. The main
my endeavour to understand the soul of my
ideas to be incorporated into the awards
theme-The agya chakra.
function are listed below: To begin with, let me first touch upon the - Build the Piramal brand and its values.
word itself. Agya chakra is originally a
- Enthuse the sales team build pride and
Sanskrit word but has a universal acceptance
prestige. - Create a signature Healthcare Solutions
in the lexicon of Hindi, Marathi, Gujarati, in fact all Indian languages.
event and turn it into a legacy. - It should appeal to the target audience,
A combination of two words, this compound
healthcare solutions employees across
word comprises Agya and Chakra. If each
functions.
word is split, it gives you a different meaning
- It should intensify the sense of achievement
each, but in combination it connotes an
of receiving the award and sense of
entirely different concept. Let me analyse
belonging to the Piramal community.
each separately. Agya: In Sanskrit “Aawa” stands for ‘command’ or ‘order’ or ‘permission’. It is also a preassumption of obedience and compliance pronounced widely as ‘Agya’, it is, in fact, according to the science of phonetics to be pronounced as ‘ajna’ as the alphabet is a derivate of “ज” (J) and “न” (N). However, over the years, it taken on as Agya and for my purpose I shall go along with AGYA as it is more widely accepted.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The agya therefore denotes authority
Thus, the chakra here becomes a symbol of
presupposing compliance. In short ‘a
something deeper, something metaphysical.
command that shall be obeyed’, an instruction
Let us thereafter go into the new dimension of
that shall be followed.
the ‘chakra’.
Chakra: The ‘Chakra’ in Sanskrit is a wheel,
In other words in order to comprehend the
a vortex, a whirlpool, a circular entity on
true essence of agya chakra, it is necessary
an axis. It denotes a rotating, spinning
to understand the second part ‘chakra’ in its
movement, a circular motion akin to that of a
spiritual context and then combine it with
top or a windmill.
‘agya’.
Connotatively it also means a series of circular
What is the chakra?
involvements-getting caught in a spin,
In the beginning of our spiritual quest, we
or a never ending going round and round
encounter what might be called “gates" or
in circles.
“doors” (words often used to describe the seven chakras) that need to be unlocked.
Combining the two terms gives us a third dimension to the concept and hence the coming together of the two terms Agya and Chakra takes us to another level of definition,-a chakra that is the outcome of a command-a wheel that is set in motion following an order, a direction.
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For oft, when on my couch I lie In vacant or in pensive mood, They flash upon that inward eye Which is the bliss of solitude; Daffodils (1804) William Wordsworth
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Chakra and the Five Elements Yogic scripts have taught us that there are five primary elements earth, water, fire, air and ether.
We have a physical body “matter” and a soul
A soul is a starting point of all creation for
“Spirit”. The 5 elements quoted above describe
a human being. In order to reach a stage of
the plunge of soul into matter. They also
awareness of who we really are, we need to
describe the reverse stage from matter to soul,
retrace our consciousness from matter to
into ultimate liberalization.
spirit. When the quest for “who we really are" is started, we reach the level, where we
Human body is a actually a soul which
comprehend the story of our evolution. It is at
hypnotises itself to believe it has physical
that point we realize that the elements earth,
manifestations. For every human to break this
water, fire, air, and ether. (also super-ether,
hypnosis, he has to identify with his inner
a state beyond even space itself), represent
soul. It is easier to believe that it is the divine
an orderly progression of steps on the path
spirit, the GOD, who is actually a part of our
which we must all inevitably follow-a path to
soul to reach that stage. If our perceptions of
oneness and attain final freedom in God.
HIM are purified, we will connect with the Divine Spirit.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The study of chakras reveals a parallel
The diagram below depicts the location of
learning that our body is clearly marked with
each chakra across the central axis. It is said
5 centres from which we derive power from.
that the search for GOD, can be started by
These centres are the very essence our life,
understanding the spiritual structure of
in deeper meaning, our existence. When we
these chakras, and to attain inner awakening
draw a straight line on the “Y Axis� of our
or "Nirvana."
body, these appear as whirlpools of energy on this axis at various locations in our body.
Yoga or Knowledge of Yog, is a very effective tool used to undertake the spiritual journey of "Self Realisation." They say that seven doors guard these chakras and the gates to these seven chakras can be unlocked through Yoga, or meditation. This opens the gates to spiritual awakening.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Locating the chakras In our body “Prana� or life force flows through the central axis of our body from top to bottom, and energy flows from our base, upwards. There are seven places where the confluence of these two occur. These are supposed to be the spiritual centres or the chakras. Common belief is that the chakras run through the spine of a human, but in reality, these actually run through the centre of our body. The chakras correspond to the spinal plexuses in the physical body, from which nerves branch out to provide energy to the different body parts. The flow of energy upwards can be felt going upwards is deep state of meditation. It is when you try to centre the location of the chakras, is when you feel your internal river of life flowing. In order to comprehend the depth of my theme, Agya Chakra, it was essential to understand it in the context of all the other chakras. For this my research had to encompass a brief interpretation of the study of all the seven chakras.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Seven Chakras: Brief Synopsis First Chakra: The first chakra is located at
Sixth Chakra: The highest spinal center is
the base of the spine. It is also called the
located in the medulla oblongata, at the base
muladhara, or coccyx center. From this center
of the brain just above the place where the
radiate the nerves that go to the lower parts of
skull connects with the neck. Its positive
the body: the anus, and the legs.
pole is the ajna chakra, at the point between the eyebrows. The medulla oblongata is the
Second Chakra: An inch and a half above
center through which cosmic energy feeds the
the first chakra is the swadisthana, or sacral
entire body with prana (life force or conscious
center. The nerves from this center operate
cosmic energy).
the reproductive system. Seventh Chakra: The sahasrara chakra, is Third Chakra: Opposite the navel in the astral
located in the cranium, at the top of the head.
spine is the manipura, or lumbar center, the
This center is traditionally known as the
nerves from which operate the digestive
thousand-petaled lotus, or crown chakra.
system and all the internal organs and glands in the abdominal cavity (spleen, liver, kidneys, adrenals, etc). Fourth Chakra: At the region of the heart in the spine is the anahata, or dorsal center, from which nerves radiate out to the heart, lungs, and chest, and into the arms and hands. Fifth Chakra: The vishudha, or cervical center, from which nerves radiate to the throat, neck, and vocal chords, is opposite the throat in the spine.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Functions of the Chakras • Store and distribute energy to our body.
with that vritti with which it is compatible. In
• Serve as the location of our psychological or
other words, if the vortex is more spiritual, it
mental tendencies, habits, and desires. • They are responsible to help us grow
accommodates itself in the higher chakra. The materialistic “vritti” houses the baser chakra,.
spiritually and change by balancing the
In this churning process, some old vrittis
pull of the soul from above and the pull
or desires die out and new ones emerge,
of matter and material involvement
creating eternal ripples, while larger waves
from below.
of new desire overwhelm them. All these are
• All emotions create positive or negative
not manifested in the waking consciousness
energy. These chakras hold together every
but in the realm of the eternal spirit. When
emotion by centripetal thoughts.
the energy in these whirlpools is released,
• They control desires and propogate a feeling of self realisation.
it brings about an awakening, thereby unlocking the gates of the chakra.
These whirlpools of desire or “want” (vritti) travel into their designated region in the spine slipping into their “chakra” depending upon the magnitude of their energy levels, (sthoola – gross energy and sookshma – refined energy). There is a tuning between the chakra and the vrittis, and each chakra harmonises
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Having touched upon a brief study of the
Its element is the element of the mind,
seven chakras I now had to probe into the
Anupada Tattva. Its symbol is a white
world of the sixth chakra my core theme-
Shiva Lingam, representative of creative
The Agya Chakra.
consciousness. In this and all subsequent Chakras, there are no animal symbols. At this
The Agya Chakra Quote
level, only pure, human and Divine qualities
“I will close my material eyes and dismiss the
exist.
temptations of matter. I will peer through the darkness of silence until my eyes of relativity open into the one inner eye of light. When my two eyes of good and evil become single, and behold only the divine goodness of God in everything then I shall find my body, mind, and soul filled with His omnipresent light.” - Paramhansa Yogananda From Metaphysical Meditations, 1932 Edition The agya chakra lends us clarity of vision and wisdom. The gap between the human (physical) and the divine (spiritual) is bridged by this chakra. It is the point where the 3 principal nadis Ida (Moon Nadi), Pingala (Sun Nadi) and Sushumna (Central Nadi), meet. When the energy of these 3 unite, it is said that we attain Samadhi.
In the symbolic picture of the Agya Chakra
The mantra of the chakra is “OM”, its colour
there is a Lotus with two petals, indicating
white; its symbol is a white Shiva Lingam,
that at this level of consciousness there exists
representative of creative consciousness.
“only two”, Atma (Self) and Paramatma(God).
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Divinities of Agya Chakra are Shiva and
On the two petals of this Chakra, two cryptic
Shakti united in one form. This means that in
mantras Ham, and Kshm are present.
the Agya Chakra consciousness and Nature are already united, but have still not merged
The center of this lotus shows the goddess
into total unity.
Hakini, who is fair and has six heads, four arms and is in Gyana Mudra (known as the
The qualities of this Chakra are unity
Knowledge posture) holding a skull, rosary
(Ekata), emptiness (Shunya), truth (Sat),
and a tabor. At the center of this lotus is the
Consciousness (Chitt) and bliss (Ananda). The
abode of the mind.
“eye of knowledge” opens within and we see the reality of the Self-hence the term “third
The Petal of this lotus hosts the Itarakhya
eye”, which is an attribute of Lord Shiva. The
Shiva depicted by the ardhanarishwara
Agya Chakra is the seat of the “Inner Master”.
Itara Shivalinga.
It indicates that wisdom and knowledge are realised in all actions. The egocentric
The cosmic nerve also referred as the “Brahma
intellect has surrendered to the higher, ethical,
nadi” is also felt here. The letter OM is also
reasoning power of discrimination (Viveka).
present here. The inner spiritual form of
However a blockage in this Chakra has the
Omkara, signifies the sickle-like moon of the
opposite effect, diminishing one’s power of
second day after the moon less night and dot
contemplation and discrimination, resulting
like Ma. From here begins the sound that is
in confusion.
here is the place of unbroken sound.
Appearance : Like a lotus of two petals.
Mantra to be chanted here is: AUM HREEM
Location : Between the two eyebrows at
KLEEM CHAMUNDAYE VICHCHE.
the forehead. Color : Fair like the moon. Orientation : The petals are facing upwards.
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Ajna Chakra is sixth chakra in the kundalini
Ajna chakra provides us the benefits of
texts, and benefits all the issues related to
physical, mental and spiritual activities.
mind and body. The word Ajna is taken from
Our thoughts are turned into reality and
the sanskrit language and it means infinite
the spirituality starts awakening. There are
or union of the individual consciousness
various elements associated with
with the eternal infinity. In kundalini yoga,
brow chakra.
different practices are said to stimulate the Ajna chakra, including Trataka (steady gazing),
Visualization and Meditation: The seeker
Shambhavi Mudra (gazing at the space
can attain everything by using visualization,
between the eyebrows), and some forms
meditation and self-analysis. It should be
of Pranayama.
positive visualization through which we can easily reach to the reality. We must be
Hindus believe that spiritual energy from
intuitive in order to overcome all obstacles of
the external environments enter their body
life. We are able to balance ourselves, helping
through this gateway and hence take utmost
us make important decisions. These intuitions
precaution in protecting it with spiritually
help us seek the deeper truth in our lives. This
positive protecting forces.
intuition will help us to seek the deeper truth in our lives. This may sharpen our awareness.
Third Eye of Mind: Ajna or Agya chakra is
We find ourselves in a position to do well
assumed to be located between the eyebrows.
to others.
Yogis try to concentrate on this point while meditation, to open and balance brow chakra,
Sixth Chakra: Agya also referred to as the
therefore it is also called third eye. This chakra
brow chakra is the sixth chakra out of seven
makes us to accept the idea of intuition and
kundalini chakras present in the body. It also
insight. This makes us possible to visualize
bears the names "The Third Eye" or "Shiva's
our own “Self reflection�.
Eye" and it represents the superior.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
mental consciousness that favors the direct
Free mind which is actually free from
perception over the invisible worlds, and the
attachment is nicely built. Energetic condition
direct perception of the subtle aspects
is increased immensely. It enables us to
of manifestation.
promote our flow of kundalini power into the higher center. Our lucid dreams are promoted
It is located at the top of our spine and is
by us through it. One pointedness of mind is
related to pituitary gland and our brain. This
achieved. We improve our vision and health
chakra gives us the power of intuitiveness.
and well being. Regular practice of this
It also improves the functioning of our traits
chakra is needed so that the desired results
and personality. Some psychic powers are also
are achieved.
related to it. Inner Guru: Ajna also means to command and is called Guru Chakra because it connects us to inner guru. The divine eye is awakened and we reach to the higher stage. We can build our power of intuition. It enhances our psychic power. We refine our awareness and improve our wisdom. It helps us to connect ourselves with higher self.
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The third eye was opened by Shankara
We may be as confused right now as ‘Jesus’
(Lord Shiva, a Hindu deity is often symbolized
listeners were so long ago. How do you “seek
as one who opened the third eye and
within” and where exactly is this “inner
commanded fear).
kingdom”? A look inside our physical bodies would not show us anything that might be called the “kingdom of God,” even though our
Going towards Christianity, I quote
human bodies are magnificently created and “Seek ye first the kingdom of God, and his
worthy of awe. Yet we all sense that there
righteousness; and ask these things shall
is something else going on within ourselves
be added unto you: (Matthew 6:37). These
-something beyond flesh and blood,
oft-quoted words of Jesus are central to his
corpuscles and teardrops.
message to his disciples and to the whole world. When questioned by the Pharisees as to where this kingdom might be found or when it would manifest on earth, Jesus replies: “Behold, the kingdom of God is within you.” (Luke 17:21)
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Experience of People through Agya Chakra "Meditation isn't something we can "do" really.
“The Agya Chakra
Of course, just sitting down and being still is sometimes half the battle. Observing nature or
The sixth chakra is the chakra of forgiveness
even looking at great artistic masterpieces can
and compassion. Forgiveness is the power
sometimes inspire a state of thoughtlessness
to let go of anger, hatred and resentment
and leave us with a profound sense of our
and to discover, in humility, the nobility
spirit having been nourished. However, these
and generosity of the Spirit. It is the one
joyous glimpses into our true nature are
that dissolves all our ego, conditionings,
fleeting as it is impossible for our attention to
habits, false ideas of racialism, and all our
remain in the present moment for any length
misidentifications. It is the narrow gate which
of time. Right away we may start thinking
opens the way for our consciousness to
"What a beautiful painting. How much does it
ascend to its final destination, which is the
cost?" and so on. It's only when the kundalini
seventh center.
passes through the brain that these mundane thoughts subside. We judge everything
Roving eyes, watching impure things, or self-
through our ego and our conditionings which
centeredness damage this chakra. Watching
are like two huge balloons in our brain. When
the sky, earth or nature can help cleanse it.�
kundalini passes through the Agya center in
www.sahajayoga.org
the brain the ego and superego get sucked in, allowing the energy to open the seventh center. This event, as Shri Mataji explains, "is the last breakthrough into absolute knowledge and reality." Jerry Mayfield, June 2001
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"That secret is hidden behind the third
"New Age teachers call the forehead chakra
eye center of the Master. The secret of the
the third eye, or the Agya Center. This energy
Ascension of the Prophet should be seen at
point on the forehead is thought to be the
a spot in between the 2 eyes of the Master.
'passport to higher consciousness,' or godhood,
Within the white and black of the third eye
for a person. The Agya Center is also said to
shines a star and within that star is the sun
be the site of the 'sacred fire.' Today's Hindu
which is not easily understood. In the center
monks, swamis, gurus, and spiritual seekers
between the two eyes appears a shining
literally mark themselves over the forehead
winged moth. In the middle of the wings is
with a bit of red, yellow, or white powder or
an entry point. When you pierce that veil and
paste on this center as a sign."
enter within you will have crossed over to
www.philologos.org
the land of eternal awakening and freedom. This world will bother you no more. You are liberated. Only those can enter this gate who
This brief study made one thing very clear,
have become perfect and have overcome
spirital pursuits transcend barriers of religion,
relativities and qualities. When they enter
nationality, race, gender or society. I was
the world of the Absolute they will never be
overwhelmed by the depth of my theme. It
separated from the Lord ever. There is the seat
was miles beyond the scope of my age and
of eternal music, the music of the spheres. One
abilities. Yet, I was fascinated by its soul. I was
who practices this sound principle gains entry
mesmerised by the mysticism of my theme.
into this kingdom."
My task was now to translate its abstractness
From the Dialogues of Kabir
into a concrete presentation. I now ventured to study how various corporate bodies worked upon award ceremonies. My next study threw substantial light on this exercise.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
EVENTS Award Ceremonies Most award ceremonies begin with a clear
Pepsi Co now tailors this practice differently.
pupose-felicitating their achievers. The
Today it has the “Aha-Standards of excellence”
agenda is almost the same. However, of
and “Star Spot Awards” to acknowledge
late, the idea of giving it a theme flavour
outstanding employee contributions at work.
is fast catching up with the Corporate popularity charts. This is coupled with a
The “Star Spot Awards” are given to
visual extravaganza at an exotic venue
individuals who have contributed value to the
followed by a dream vacation, dinner parties,
organisation by going beyond the call of duty.
etc. My curiosity brought out the following revelations.
Although the military-like ambience is missing, the company still pins-up a badge on
Source: The Business Standard
the sleeves of the employee who qualifies for
It is only till a couple of years ago that PepsiCo
this award. It also sends the top two or three
India would annually have all its employees
achievers to New York where they receive
dressed up in military attire.
awards at the hands of the Chairman of Pepsi’s parent arm.
The management would, then, publicly announce the name of its “outstanding”
Why such programmes? “It is all about
employee after which the employee
associating people with successes and
concerned would march to the stage in
creating a performance-culture in the
military style and company officials would
organisation,” adds Rahul Ghatak, vice
affix a badge of honour on his sleeve.
president, HR of west market unit of Pepsi Co India Holdings.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Says YV Varma, director, HR and management
But the company doesn’t merely halt at that.
support, at LG Electronics: “Rewards and
The boss can hand out theater tickets, dinner
Recognition (R&R) is a tool to create
vouchers and cash up to $100 to the deserving
competition amongst employees and raise
employee on the spot. Managers maintained
the excellence levels of the organisation
they wanted to reward outstanding effort
as a whole.”
without going through a formal process.
At LG, acheivers and their families are given
LG also bestows “best employee” awards
a free holiday trip abroad. High performers
periodically. Outstanding employees are
get an LG product of their choice, free of cost.
even asked to speak on their achievement so
Competitions are held between teams of LG’s
that others can get inspired. It also has team
subsidiaries. The MD gives certificates and
awards whereby the entire team is
mementos to the winning team.
sent abroad.
Such recognition programmes cut across
Fedex too has awards like ‘Circle of Excellence,’
companies and sectors. Ask Jacques Creeten,
‘Customer Service Center of the Year,’ ‘Club
MD, sales & marketing for India, Middle
FedEx’, among others. LG had also instituted
East and Africa, Fed Ex what he would do to
awards to increase attendance.
compliment employees who do a good job and he says, ‘Bravo Zulu’. It’s a term derived
If an employee is regular for three months
from the US Navy and it means “well done”.
in a row, he gets a small cash reward. The absenteeism got reduced to one per cent in recent days and the company has now withdrawn that award.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
But in the melee of recognition schemes that are unfolding in the workplace, would it create animosity amongst those employees who have not received an award? Would this, in turn, demoralise those who are not acheivers but whose contributions may be equally significant? At least corporate HR denies this thought. Says Varma: “One indication that such R&Rs have worked is in the fact that today this is ranked as the third highest parameter (to be called a good workplace) in all our annual employee surveys.” Pepsi’s Ghatak says that R&Rs do not happen in isolation. There are other outbound and engagement programmes for the rest of the employees too.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Event: Award Function for Fullerton Bank
Observations
Best performance of the year.
• Product Categories (trophy design,
Attendees - 300
certificate prints, theme setup, invitation
Performance by Drum Café
card, menu card).
Dj & Karaoke Night with cocktail dinner party. Venue: Grand Hyatt, Mumbai
• Overall Branding of the theme of illusion was spread across all mediums including gateway entrance, facades, signage and print collaterals. • Too many design elements displayed around the entire auditorium. • Repetition of design, giving it a cluttered and monotonous look. • Sponsor's branding, informative signage, menu cards, etc. placed haphazardly make the space look disorganized. • Entire space looked cramped and overcrowded. • Party Reception were too small and too expensive.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Event: Al Seer – A Dubai Based Company
Observations
Theme – Awarding the best performer at
• Repetition of design, giving it a Loud look.
various levels in the organization.
• Cross promoting "Jhoom Barabar Jhoom"
Attendees – Approximately 450
movie was organised, diluting the effect. • Theme dances and dress code, gave it an
Elements of the Design • Carnival theme - the Set was designed on the theme of the carnival.
authentic feel. • Too much playful design giving a harsh look.
• The props for the event were Carnival signage, Mock flames, Theme costumes, witch face props etc.
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STUDY Corporate Identity The formulation of a Corporate Event begins
In marketing, a corporate identity is the
with the conceptualization of a theme brand
"persona" of a corporation which is designed
identity. In order to start the ignition, I needed
to accord with and facilitate the attainment
to put in a great deal of thought into the study
of business objectives. It is commonly visibly
of brand identiy. I now directed my study
manifested by way of branding and the use
towards Corporate Identity and Design.
of trademarks.
Below given are the excerpts from the
Corporate identity comes into being
article “Corporate identity by John Lloyd".
when there is a common ownership of an
This is solely for educational purposes (the
organizational philosophy that is manifest in
understanding of the topic and usage of the
a distinct corporate culture — the corporate
same), in my project.
personality. At its most profound, the public feel that they have ownership
Corporate Identity
of the philosophy.
Definition by John Lloyd 2009 This amounts to a corporate title, logo This term is widely used as a useful all-
(logotype and/or logogram), and supporting
encompassing term covering the entire
devices commonly assembled within a set
subject area. There is a tighter definition.
of guidelines. These guidelines govern how
An organisation’s corporate identity is what
the identity is applied and confirm approved
constitutes the organisation and what makes
colour palettes, typefaces, page layouts and
it genuinely individual. As with a person, an
other such methods of maintaining visual
organisation’s true identity is based on reality,
continuity and brand recognition across all
not perceptions. It is made up of beliefs,
physical manifestations of the brand.
principles, what the subject does and how
These guidelines are usually formulated
it behaves. An organisation’s true corporate
into a package of tools called corporate
identity is not always clearly communicated
identity manuals.
or perceived.
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Many companies have their own identity
visual identity can be distinguished. Three of
that runs through all of their products and
these are aimed at external stakeholders.
merchandise. Many companies pay large
1. A corporate visual identity gives
amounts of money for the research, design
an organization with visibility and
and execution involved in creating an
recognizability. It is of vital importance that
identity that is extremely distinguishable and
people know the organization exists and core
appealing to the company's target audience.
business at the right time for virtually all profit and non-profit organizations.
Visual Identity
2.A corporate visual identity symbolizes an
This is how an organisation presents itself
organization for external stakeholders, and,
visually and how it uses corporate design to
hence, contributes to its image and reputation
impress its audiences. Visual identity includes
and concluded that corporate visual
the logotype or symbol, colours and typefaces,
identity plays a supportive role in corporate
and the design of printed and online
reputations.
communications, products, workwear,
3. A corporate visual identity expresses the
signs, livery and premises.
structure of an organization to its external stakeholders, visualising its coherence as
Corporate visual identity plays a major role
well as the relationships between divisions
in an organization pay to both internal and
or units. Olins (1989) is well-known for his
external stakeholders. In general terms,
"corporate identity structure", which consists
a corporate visual identity expresses the
of three concepts: monolithic brands for
values of an organization, their business, and
companies which have a single brand, a
characteristics. Four functions of corporate
branded identity in which different brands are developed for parts of the organization or for different product lines, and an endorsed identity with different brands which are (visually) connected to each other. Although
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
these concepts introduced by Olins are often currented as the corporate identity structure, they merely provide an indication of the visual presentation of the organization. Therefore, it is better to describe it as a "corporate visual identity structure". 4. A internal function of corporate visual identity relates to employees' identification with the organization as a whole and/ or the specific departments they work for (depending on the corporate visual strategy in this respect). Identification appears to be crucial for employees, and corporate visual identity probably plays a symbolic role in creating such identification. The definition of the corporate visual identity management is: Corporate visual identity management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees' identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.
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Understanding Branding According to Sabah Karim, A business’s corporate identity comprises
Step 2
several elements that determine the overall
Learn about the company’s communication
perception of the business in the eyes of the
style. Corporate identity also takes the form of
consumer. A company’s logo, language, culture
communications in the consumer space. This
and marketing style represent a company’s
includes advertising outlets, public relations
values and business culture, and these are
and marketing, and how they engage with
conveyed to the clients and customers in
their customers online and offline. Companies
several ways as part of a business’s branding
that have a strong presence among their
efforts. The corporate identity has both a
target market are establishing their
sociological and organizational impact; here’s
corporate identity in an effort to increase
how to understand the basics about
brand awareness.
corporate identity. Step 3
Instructions
Determine the company’s brand experience
Step 1
method. The brand experience is typically
Determine the fundamentals of corporate
designed by the marketing and public
design. A company’s logos, color themes,
relations department and involves creating
and slogan are all elements of design and
a positive mental model in the consumer’s
branding. These help create a mental image
mind. Consumers who align themselves
or idea of what the company is about, and
with a particular brand or show preference for
account for a significant portion of the
a brand over another may be subconsciously
corporate identity.
‘accepting’ the corporate identity at a micro level.
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Step 4 Understand the corporation’s internal values and culture. A corporation’s mission statement and vision can serve as the driving force behind the culture and norms of the organization. This is another extension of the corporate identity, and most companies share this information with consumers and investors. Step 5 Learn about and evaluate the company’s social and community efforts. Corporations that actively seek out ways to support community efforts by sponsoring events or volunteering are forming their social identity. This is another element of the corporate identity, and helps the organization gain more public visibility. The answers to all these questions lie in the theme and the creativity of the designer. I had gained a fair amount of insight into my theme requirements. I now had to plan the itinerary of this design journey which had to begin with the creation of a logo. I now reverted to understanding what goes into the making of a logo.
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Understanding Logo Design
The logos depicted in the study are properties of individual brands and used here for educational purposes only
What is a Logo? A logo is the visual representation of a company or organization, which forms the foundation of its corporate identity. It is a name, symbol, monogram, emblem, trademark, or other graphic device designed for easy and definitive recognition by the company’s audience.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
A short history of Logo Design
Logo design has its roots in Ancient Greece
The industrial revolution caused a dramatic
with the use of symbols consisting of one
gain in the value and importance of
or more letters. These typically represented
trademarks. By the 1950s, with the emergence
the initial letters of a person or place for use
of national and multinational corporations,
on stationery and signs. Many early Greek
trademarks began to move beyond symbols,
and Roman coins bear the logos of rulers or
using larger design systems to unify all
towns. During the Middle Ages, similar logos
communications, to accomplish identifiable
were seen in abundance in ecclesiastical and
goals. Today, company logos have become
commercial use. By the thirteenth century,
the faces of business and our economy.
these simple letterforms had evolved into
The general public has become very
trademarks for merchants.
responsive to logos, their meanings, and their implementations. Because of the diversity
These early examples of logo design include
of products and services available, the need
marks for masons, goldsmiths, paper makers,
for innovative and well thought-out logo
and nobility. By the 1700s, every trader and
and corporate identity design is central to a
dealer had a trademark or stamp.
company’s success.
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Why logos are important? Logos trigger people’s memories of previous experiences with the company and other implementations of the logo, leaving a greater impact than words alone can do. This is the simplest and most direct way of promoting a business presence; a logo describes a company or organization without a lengthy explanation. Try to think of such companies as Intel Inside or FedEx without recalling their logos. These companies have established an identity with their logos, which greatly impacts their sales. If a logo appears amateurish or derivative, so will be the public’s perception of the company it represents. A well-designed logo will help to increase visibility and, in turn, sales.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
What makes a good logo?
“The trademark should embody in the simplest form the essential characteristics of the product or institution being advertised.” Paul Rand
Simple. Trying to include too much information can have a negative impact. Complex illustrations representing all aspects of your business and long taglines are fine in their place, but not as part of a logo. The type and imagery should be instantly recognizable, up close and at a distance. The number of colours used should be minimized to avoid high production costs and distraction from the logo’s central message.
The London Olympics 2012 logo uses conflicting stylistic treatments and incorporates too many visual elements, making the logo difficult
Mad Bull studio’s uncomplicated and straightforward design is effective as a highly recognizable and distinct logo.
to interpret.
Versatile. Logos which use several colours, photographs or detailed illustrations may be difficult to use in certain applications. A good logo should consider all potential implementations. (Often, several versions of a logo will be designed to use in different contexts.)
The Center’s logo uses several colours and is quite detailed, which may pose problems when applied
Designed for a publishing group, eco freak logo’s simple and iconographic design is
to different media.
very adaptable.
among your audience who might view your company
A recent popular trend is the use
This logo’s unique imagery
as unimaginative. In addition, you don’t want to violate
of a crescent shape to suggest
copyrights or trademarks of other companies.
above is virtually indistinguishable
Distinctive. Logos should help to distinguish a company or organization from others. Using common or fashionable styles or typefaces defeats the purpose of having a logo, and can even have a negative backlash
progressive values. The sample from thousands of logos like it.
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and playful stylistic treatment helps to distinguish Pathé as a unique, dynamic, and innovative production company.
DESIGN JOURNEY Identity
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
DESIGN JOURNEY Design Process “Each program begins with the
Here is the brief given by the client:
formulation of a set of objectives and a
The design plan is devised to create a theme
verbal description of what the client logo
on which the Award distribution ceremony of
should say. These are the design attributes
Piramal would revolve. The idea of conjuring
we want to portray in the new logo. Intent
up such localized events with a complete
has to be articulated before you begin,or
package of designs is fast catching up in the
you just get sucked into a process where
corporate world. Company seems to build a
everything you do is self-justifying.”
function, a programme surrounding a ‘flavour
Saul Bass
of the moment’, to create an atmosphere, an ambience wherein the function is conducted.
Before proceeding to create a logo, it is
Last time PHL held the function at Dubai
important to know the client’s design brief
and Bangkok in the year 2008 and 2009
that covers all details regarding the theme
respectively. The idea seemed to have caught
to be taken for consideration in creating a
up and this year they will be following suit.
meaningful logo. This helps the designer to
The award function of PHL is envisaged with
understand the intricate points that would
the focus on ‘Agya chakra’ (Ajna Chakra) or
go into its creation. Listed below are the steps
the Third Eye of devotion. The design would
that lead to the final creation of the logo.
potray the core belief of this concept. The logo, the certificates, the trophy etc. would be an
Design Brief
embodiment of this philosophy, the colocus,
Design Brief plays a very crucial role in logo
the lines, the strokes the font each would
design for the client’s requirements. The brief
express the sentiment of ‘Agya Chakra’ the
helps focus attention on the areas that best
award for excellence.
serve the business in question, producing a
The theme of given by the client, Piramal
result that’s both relevant and effective.
Healthcare was a spiritual one, viz, Agya Chakra. After reading through client’s completed design brief, I found, in short, that they wanted the logo to be fresh, strong and bold.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Sketching and Development
Elements
Developing the logo was a daunting task. On
1. Wheel
the one hand was my perception of the theme
2. Whirlpool / Vortex
and on the other, the client’s interpretation.
3. Between Two Eyes
The abstract and mystical nature of the theme
4. Third Eye
made it all the more so. Developing the logo
5. Two Petals
design concept is where creativity comes into
6. Sixth Chakra
play. Based on the design brief and research
7. Ruling Planet – Saturn
conducted is where I let my ideas run wild. I
8. Ruling Element – Water
brainstormed and sketched down my ideas
9. Color: Purple, Indigo, White
and then experimented with them on the
10. Position of epicenter- pituitary gland
computer. I also had breaks between these
11. Element- ether
sessions so I could reflect on the designs and
12. Flowers- lily, Iris, Magnolia
have a fresh perspective on the job at hand
13. Tarot- The Hanged man, the Chariot
which is a crucial part of the process while
14. Stance-Yogic sitting position, meditative
designing a logo.
[Dhyaan Mudra]
The challenge that I had when creating
The question that haunted me was ‘which of
the Agya Chakra logo was first to portray
these would be my pictoral renditions?’
the physical and the connect it to the
Trying to incorporate the most fundamental
metaphysical. The only way a lay man could
of the above elements into the logo while still
comprehend and identify with the design.
making it look bold and compact was my
Agya Chakra constituted a number of
immediate concern. I got around this problem
elements enumerated as follows.
by brainstorming and word association. My thought process went something like this: Agya Chakra > Sixth Chakra > The third eye > Agya Chakra with the third eye.
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Below are one of many possible sketches that I did for the Ultimate Potential logo.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Computer Generated designs I presented my sketches to the client through
I present here below my creations at that
my sponsor. They prescribed computer based
juncture. I know, "I am no Picasso" but it is the
designs. I used Adobe Illustrator.
end result that matters. I reminded myself that there is no such thing as a bad idea, just bad decisions.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The client’s response to the two encircled
develop them on bold, compact lines. I tried to
logos was favourable. They wanted me to
rearrange the designs as follows:
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
This is the second attempt where I drew few
preferred the first logo. Again, they wanted
designs from the two approved logos. They
me to do something on calligraphy, if possible. I tried to give my best shot.
Here is the third attempt
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The response was more positive. However it seemed slightly filmsy and light. They wanted
I edited it accordingly, using paint brush strokes giving it a languid, free -flowing effect.
a thick and compact logo.
The approval was almost instant. I now had to work on the typeface.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Typeface The first thing I did when experimenting with
I experimented with Heavenetica,
the logo design was to find the best typeface
SapientSans. This typeface was chosen for its
for the logo. Below you can see some different
luxurious, traditional looking nature, a great
typefaces used by me.
alternative to the much overused Trajan.
Some of them worked. The logotype needed to be clean yet interesting. Besides, the word ‘Award 2010’ was to be replaced as ‘Ceremony 2010’ with the inclusion of colour.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Colour My study of the original logo had given me an
My choice of colour was orange (a shade
insight into the spirituo-intellectual mindset
of saffron) which symbolised‘ spiritual
of the Company. I was also aware of the
pursuit’ and grey which stood for ‘intellectual
signature colours of PHL. Now was the time
prowess’. The final orange and grey colour
to judiciously use those hues that were an
needed to be in sync with the colours of the
integral part of their brand identity.
original Piramal logo. In the image below you can see the logos using these very shades in different contexts.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The experiments with the colours continued on the typeface, as follows:
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
STYLE MANUAL What is Agya Chakra? ‘Agya Chakra’ comprises two Sanskrit terms,
Since ages, the third eye finds mention in
‘Agya’ which means command and ‘Chakra’
the context of the spiritual anatomy. In fact
which implies the wheel or vortex.
the anointing of the Tilak is an act of drawing open the third eye. Lord Ganesha is called,
Our body houses seven epicenters which
‘Bhalchandra’, he who has the crescent moon
control various aspects of our spiritual
on his brow-the crescent signifying the third
existence. These epicentres are called 'chakras'
eye. Lord Shiva was one who opened his
and they can be located at different points
third eye, ‘trinetra’, to destroy evil. Even the
from the spine to the head. The 'Agya Chakra'
description of Lord Krishna has him adorned
is the sixth chakra, situated on the forehead
with a ‘Tilak’ on his forehead demarking the
between the two eyes. When an individual
existence of his third eye, ‘kasturi tilakam
goes into prolonged spells of deep meditation,
lalaatapatalay’.
his devotion is rewarded and the spirit commands (agya) the opening of the third eye
The Agya Chakra has a mystical and spiritual
and he sights it through a whirlpool or vortex
significance with powerful implications.
(chakra) at the junction of the eyebrows.
Piramal Healthcare, acknowledges the power of the Agya Chakra. The achievement of their
When the third eye is in the opened state
performers is nothing less than the opening
it offers that state of awakening which
of the third eye. In fact, Piramal Healthcare
leads to ultimate spiritual bliss. The Agya
itself motivates the opening of the third eye
Chakra is the seat of imagination, intellect
and bestows appreciation on those who have
and enlightenment. The state of the opened
sighted the Agya Chakra.
third eye is a symbol of spiritual liberation. This state is achieved after a considerable “sadhana”, and deep “dhyaana”, perseverance and meditation.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Introduction to the Agya Chakra Logo Every human being is endowed with physical, intellectual, emotional and spiritual attributes. As a part of his visual sensory faculty, he
The ‘a’ and ‘c’ of Agya Chakra combine together to form
possesses two eyes. However, the human
the two physical eyes.
spiritual anatomy attributes him with a third eye...the spiritual eye, that enables him to see beyond the physical. The fusion of ‘a’ and ‘c’ creates an illusion of near infinity. The
The Agya Chakra is the manifestation of the third eye , the mystical vision that opens the human mind a spiritual awakening. The Agya Chakra is the spiritual eye which, in
open-ends signify the beginning as also the culmination of the journey of life. The graceful brush strokes denote the languid flow of the journey that begins at a point in eternity and goes back into eternity. The looped course also indicates the vississitudes of life. The journey begins (birth) with gusto, denoted by bold rendition and ends (death) in frailty, expressed in fragile strokes.
the act of opening, is the indication of an Enlightenment. This spiritual, intellectual, emotional awakening is experienced only by those who have put their heart and soul in this “sadhana”. The Agya Chakra is the symbol of a rare achievement by an individual. The Agya Chakra logo embodies this very
The Tilak between the two eyes in an upward brush stroke denotes the prodding open of the third eye. The opened third eye stands for the spiritual awakening, symbolised by the saffron colour. The grey of the near-infinity symbol is the colour associated with the intellect or the physical aspect of life. The white background depicts eternity.
spirit - in fact it is a graphic depiction of this Awakening. The logo thus is a stance of the opening of the third eye which is located between the two physical eyes, between the eyebrows. The two horizontal lobes represent the two physical
The Agya Chakra logo is not only in sync with the hues of the original Piramal logo but also signifies the saffron of spirituality and grey of the intellect and the white of eternity.
eyes, while the “Tilak” stands for the third eye“The Agya Chakra”.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The logo is not just a symbol of two physical
The ‘Tilak’ in the logo could well have been
eyes but also represents the mortal life cycle.
a vermillion dot or “Kumkum”. However,
Life begins and ends at eternity. The Agya
this would denote the third eye in a closed
Chakra logo represents this mortal/physical
state. Secondly, it would indicate gender
journey symbolised by the grey lobes. The
connotations. The Agya Chakra transcends
Tilak or opened third eye is an entity between
this. The spiritual eye is beyond gender,
the physical and eternal i.e. spiritual.
religion, race or nationality. It is an integral part of the spirit of every human - hence the
The ritual of anointing a Tilak on the forehead
use of the Tilak in the logo. It well and truly
is associated with the beginning of a new
announces, “Piramal Healthcare has motivated
milestone in the life of the person on whose
the opening of the third eye”.
forehead the Tilak is applied, a “Raj Tilak”, a “Vijay Tilak" and so on.
The logo announces this accomplishment which is achieved through “sadhana”,
This action has a great significance since
“tapasya” and deep “dhyaan” or meditation.
time immemorial. This is actually an action initiated by the thumb drawing an upward
While the original Piramal logo is the
action while applying the tilak. It is akin to the
“Gyan Mudra”, the Agya chakra logo is
ritual of “drawing open the third eye”.
an embodiment of the outcome of the “Dhyaan Mudra”.
Applying of the Tilak, prodding open the third eye, marks the beginning of a new phase-a
The message of this logo is unequivocal,
blessing, a good wish endowed, “Vijayee
“Piramal Healthcare celebrates the Opening
Bhava”, ‘Yashasvi Bhava”, a blessing that
of the Third Eye”.
motivates the receiver to achieve a milestone, on journey of Enlightenment.
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Use of symbol, logotype and typefaces A style manual is compiled to maintain
Corporate Identity should maintain
consistency in the use of symbol, logotype
some form of continuing but changeable
and typefaces that comprise the identity for
consistency.
an organisation. We provided artworks for the symbol and logo type at different scales, and
The common applications for the design
also guidleines for use of type application.
program are
Symbol The symbol is usually the centre of the identity program. It presents the central
- The combination of a variety of elements that make a complete experience.
idea of the organization with impact, brevity
- The abstract form > infinity
and immediacy, encapsulating the identity.
- the third eye
Symbols trigger off complex thoughts and
- the Tilak
emotions, and connect much faster with the viewer than words can. The finalised symbol represents four main qualities of the actual space.
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Logotype The Agya Chakra Logotype is the most basic
The basic model is Agya Chakra Logotype
design for expressing the Agya Chakra brand.
in main Piramal color - Orange and Grey,
It reflects the image of reliability, stability, and
Agya Chakra’s corporate color, on a white
clarity. The well-balanced sophistication of
background (positive display). When
the Agya Chakra Logotype, the unique design
displaying the Logotype, the form should be
of the letter “Agya” symbolizes dynamic
reproduced accurately through the use of
growth, a spirit of challenge and “Chakra”
digital data. For the colour, check with the
denotes physical, intellectual and
color sample and ensure that the color is the
spiritual values.
nearest to Orange and Grey to the maximum extent possible.
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Black and White
Colour
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Agya Chakra Orange is the corporate colour. Agya Chakra Orange is used for reproducing all the Piramal Marks. Agya Chakra Grey is used to print stationery. Colour swatches must always be used to match when reproducing the Agya Chakra Orange and Agya Chakra Grey. PANTONE速 is a registered trade mark of Pantone, Inc.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Typefaces DIN 30640 Neuzeit Grostesk LT (True Type)
Verdana Regular (True Type)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.:;(*!?’)
1234567890.:;(*!?’)
DIN 1451 Std Mittelschrift (True Type)
Verdana Regular (True Type)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEGHIJKLMOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.:;(*!?’) Arial (True Type) DIN Light (True Type)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.:;(*!?')
1234567890.:;(*!?’) Arial Bold (True Type) DIN Bold (True Type)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890.:;(*!?')
1234567890.:;(*!?’)
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Agya Chakra Mark
The Agya Chakra Mark
consists of the following as one unit – 01 Tilak
02 The Infinity
03 The Agya Chakra word mark The Agya Chakra Mark is to be reproduced only from the master artwork provided in digital form.
Exclusion zone
The blue dotted line around the Agya Chakra Mark indicates the minimum exclusion zone into which nothing should intrude.
Please note
The Mark is not to be smaller than 13mm in height on printed publications. 3x
Only in case of an unavoidable space constraint, should the Mark be reproduced below its minimum height of 13mm.
Colours
1.5x
minimum clear space maximum clear space
The Agya Chakra Mark is to be reproduced on a white background only in Agya Chakra Orange and Agya Chakra Grey. The colour palette to be used for the Agya Chakra Mark has been mentioned in section Colour Palette.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Agya Chakra Ceremony 2010 Mark
White Background
The Background should be in white for the logo. No other colour background to be preferred.
3x
Space around the entire logo
The space around Agya Chakra logo is to be scaled in minimum 13mm. 1.5x
minimum clear space maximum clear space
Ceremony 2010 position
The position of ‘Ceremony 2010’ is below the logo where it start from the word mark ‘Chakra’ to the end.
start
end
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Mark Violators The following Logo violations should be strictly avoided. 6mm
4.5mm
The proportions of the Agya Chakra Mark should never be less than in 13mm.
The logo should not appear in any colour scheme other than the colour palette given in the Agya Chakra’s Corporate Identity Guidelines.
Agya Chakra Mark should never be in 3D form.
Never use the elements of the form in isolation.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Never place Agya Chakra Mark on a thin white border on a field of colour.
Agya Chakra Mark should never be condensed
Agya Chakra Mark should never be stretched.
Never put a drop shadow on the Agya Chakra Mark.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Agya Chakra Mark should never be encased.
Agya Chakra Mark should never be sheared
Never crop the Mark.
Never rotate the Agya Chakra Mark.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Never place the Agya Chakra Mark on any textured background or photograph.
Agya Chakra Mark should never be embossed
Never put a glow around the Agya Chakra Mark.
Never place Agya Chakra Mark on a field of colour.
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A white space of 1/5 height of the advertisement area, at the bottom of the advertisement should be reserved for branding. No text or image should encroach this area. The Agya Chakra Mark is vertically aligned to the left on the white background.
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A white space of 1/12 height of the advertisement area, at the top of the advertisement should be reserved for branding. No text or image should encroach in this area. The Agya Chakra Mark is placed vertically on the top left corner on the white space reserved for branding and the Piramal Logo is placed vertically in the top right corner on the white background.
Contents
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A logo is the soul of a theme. It embodies the very essence of an entity. This graphic rendition of a title is also the foundation of a structure. The rest of the design edifice in this theme were the collaterals. Collaterals are like the other parts of the body- each unique, each connected to the other and each an integral. The logo marked the infusion of life in the theme, now the collaterals had to complete it. My design jouney had been flagged off by the logo, the next target was the first collateralthe Trophy.
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DESIGN JOURNEY Collaterals
DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Collateral 1 Individual Trophy
www.ehow.com
Background: Trophies are a category of awards given
Once of metal atop a wooden or metal base,
primarily for academic, work, and sport
many trophies are now made of molded
contests or events. They are physical evidence
plastic colored to resemble gold, silver, or
that one person or group has bested another
brass. Trophy parts are manufactured within
in some contest. Imposing and sculptural,
a factory but assembled by award dealers
trophies often include a figure, sports
(retailers) who sell to the public. As a result,
equipment, or animal (for agricultural
there is an astonishing array of parts that may
fairs) associated with the contest in which
be purchased, allowing the retailer to build
the winner has excelled. They are tangible
an award to meet every customer’s needs. For
evidence of prowess and have extraordinary
example, trophies may be purchased with
meaning for their recipients. They’re proudly
silvertone, goldtone, or clear plastic figurines;
displayed in homes and schools.
and with marble-like or wood-like bases. The
Trophies range from inexpensive to almost
figures atop trophies are currently available
priceless. They can be unique, like cricket
in hundreds of forms, including suit-attired
world champion, or mass-produced, molded
saleswomen, Irish step dancers, bait casters,
plastic figures costing less than a dollar. Each
pistol marksmen, and women’s lacrosse, to
is considered a treasure regardless of its
name just a few.
monetary value.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Raw Materials Trophies are produced almost exclusively
Crystal or glass trophies are very popular
from plastic; one trophy may include several
among Corporates as they appear very
different types. Hot-stamp metallic foils are
sophisticated and glossy. However,they are
pressed into the columnar shafts to impart
fragile and brittle and have to be handled
to give the figurine metallic color (unless it’s
with care especially while transporting. They
clear plastic). Gypsum is inserted into the base
are very expensive and require exclusive
and metal studs are molded into the trophies
packaging.
to give them strength.
Wooden trophies are least common. They are
Different kinds of materials There are four different types of trophy materials, viz. metal or steel, Glass or crystal, wood, arcylic. Metals like steel, brass, bronze are some of the most widely used materials for constructing trophies in India. Finishing, polishing or plating is often done in silver, gold, bronze, platinum, copper and brass. It imparts durability and bulk and also adds
strong and durable. If crafted skilfully, they can be designed on antique lines which add to their ornamental and decorative values. Arcylic is the cheapest to manufacture and are not favoured by the upper crust. However, they are very cost effective and popular in smaller budget companies. One more advantage they offer are engraving or embossing.
class to the trophy.
Metal
Glass or Crystal
Wooden
Aryclic
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Design A trophy is not designed as an entire piece;
One large trophy manufacturer describes
instead, it is broken into several components
their design process as four-part: talking
that are designed and redesigned; an
to customers, brainstorming new ideas,
assembler then chooses individual
producing the idea visually or physically, and
components to make a trophy. First there is
then executing some models for testing. First,
the base upon which the entire trophy sits.
the new products division talks to consumers.
This is often plastic made to look like marble
They gather ideas on what components
or wood. Bases are generally categorized as
are popular and what changes might be
crescent, sculpted, tiered, or a specialty form.
made in the figurine in the current catalog
Next comes the column or columns. These
etc. Customer opinion is gathered through
are the vertical piece or pieces on which
market research and focus groups. Then,
the figurine may rest, or they may hold yet
new product developers articulate these
another tier upon which the figurine sits.
needs and also brainstorm possibilities for
These are often plain metal, imitation marble,
redesigned components. The most promising
or holographs. Next comes the riser, a small,
ideas are discussed with a team of developers
decorative element that sits upon the base
who can help make the idea real. This group
and between the columns. The riser may
includes sculptors, graphic artists, conceptual
indicate the recipient’s position: first, second
designers, and design engineers. These artists
or third. Some trophies have another tier
and engineers produce either a drawing or a
atop the columns upon. Finally, on top of
basic sculpture of a riser or figurine that gives
everything, comes the figurine.
the idea visual or three-dimensional form.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Once the concept is approved by a committee,
The Manufacturing Process
the steel tool-and-die department creates
1. Different parts of the trophy are produced
the die for the new plastic part. If the part
in different ways. The components are either
is a not tooled, like a Mylar plinth or plaque,
molded using steel dies, or extruded through a
then a flat die is used. The appropriate
die using pressure and some heat. Most of the
material is chosen for the component based
parts, including the risers, base, and figurine,
upon durability and its intended function
are injection molded. To mold a plastic part, an
(e.g., support or decoration) on the trophy.
automatic feeder system is fed a continuous
The new design is then carefully assessed
stream of plastic pellets.
by a committee that scrutinizes it for design aesthetic, manufacturing difficulty,
The trophy bases, risers, and figures are
tooling needs, durability, and decoration.
molded using extraordinary pressure against
If there is a problem in any of these areas,
a die in a process known as extrusion.
the part is returned for reassessment. Of particular concern is ease of manufacturing.
The machines are loaded with many millions
Reassessment and adjustments may take up
of pounds of plastic pellets each year to make
to four weeks alone. Once final approval is
various parts of the trophy.
received, the new part is ready for mass-production.
2. The molding machine is fitted with very expensive specially designed steel dies. The machines melt the pellets into a liquid and, using extraordinary pressure against the dies, form the trophy bases, risers, and figures. The dies form between up to 12 components of a single design per cycle (the number varies on the size of the component). The machines are operated by a worker who oversees the
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
production. A metal stud is inserted into
with a top coat, then metal foil (which comes
the body of each of these figures to ensure
in 54-in (1.4-m) wide rolls and comes off in
the strength of this component as parts of
linear feet) is heated and pressed onto them.
the figure (ankle, wrist, neck) may be of thin
Those parts that are to be colored as well as
plastic and subject to breakage. One of the
metallized are decorated in a similar fashion.
largest manufactories of trophy parts runs 40
The figures are now moved away from the
such molding machines six days a week, three
machine, ready to be boxed and shipped to
shifts a day.
assemblers.
3. Bases must then be filled with gypsum to
5. The columns are made from plastic pellets
give the base a proper weight without using
that go into a machine, melted, then forced
too much brittle plastic. Figurines that are
(extruded) through a formed die. As they go
not to be given a silver-or gold-tone finish are
through the die they’re cut to the required
essentially done and are pushed through the
length. These, too, then move away from the
machine and out, ready to be assembled at
machine ready for boxing made of
the retailers.
extruded plastic.
4. Figures that are to receive a metallized
6. The components are automatically bagged
finish are put operator onto the hot stamp
and boxed by a machine and ready for
foil machine. The plastic figures are washed
shipment to the assemblers.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Quality Control Precision machinery, including the steel
Plastic molding and extruding machines do
dies, are inspected, maintained, and cleaned
kick up a certain amount of ambient plastic
regularly to insure the production of accurate,
materials. Air scrubbers are used inside such
high-quality parts. All materials, from the
factories. Water ejected from such plants
rolls of metal foils to the various plastics
may contain effluvia and plastic molding
used in production, are approved upon
companies reclaim and clean the water
arrival at the factory. Once the trophies have
from the plant.
been assembled, a series of inspectors check them as they come off the line, looking for unacceptable variations in the molded parts or improper color or foil application.
Byproducts/Waste Parts that do not pass quality inspection are sorted by plastic type and applied color, then reground for use at a later time in another product or component. Important parts like the figures and clear vinyl or acrylic plinths for specialty trophies, however, are made of new materials only.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Design Process Research
Sketching and Development
After successfully creating the logo, my next
Having noted the important fundamentals, I
focus was trophy designing which began with
began my work with sketches of the design I
extensive research on the subject. My task
was visualizing. However, my sketches were
was not easy as this was the first time
not satisfying me artistically as I realized I did
I was going to handle such a design job. An
not have a Design Brief to propel my path. My
in-depth study of Trophies as a topic coupled
designs had to keep the Agya Chakra essence
with a sensitive approach to the Client’s vision
intact. I made some more artistic strokes and
and most importantly, keeping Brand Values
came up with the following images.
in mind was the correct way to go about my task.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Details of Feedback 1) "The trophy only works when you maintain
3) We will need one big trophy which goes to
the axis of the AC logo. When you change it
the best performing divisions. The individual
to a vertical orientation, it doesn’t read as AC
trophies could be placards (or if we can figure
or as the third eye. Let us stick to a horizontal
out a cheaper fabrication option for the 2,000
axis in the trophy design just as in the logo.
odd individual trophies).�
2) May be we can design a pedestal/stand on
This input gave me a definite direction to
which you can perch the AC logo to make it
work on. My subsequent designs were based
look like a tall, slender trophy
on this. Following are the sketches:
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
More Sketches Exploration
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Computer Based Designs Besides pencil sketches I also worked on
design on 2D rather than 3D for the trophy.
computer based designs. I deployed Adobe
The following designs were forwarded to the
Illustrator. In Adobe Illustrator, I preferred to
Client for their inputs.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The Client called for a meeting which
trophy to be designed in a curved fashion
was attended by three representatives of
wherein the Agya Chakra logo protruded in
Beyondesign, including the Creative Director.
front. The other option was an embossed Agya
The meeting lasted for about 3 hours in which
Chakra on a backdrop of a flat engraved silver
they clarified their stand. They wanted the
finishing. I have illustrated as follows.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The first cut of the trophy was tentatively
It clearly had to be remodelled to give it a
accepted by the client(circled). A sample
grand and classy look
had to be fabricated to have a look and feel of the actual trophy. The look and feel post fabrication resembled a toy and was looking lopsided. Moveover I wasn't satisfied with the output.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The client immediately gave a revised brief of
polished and long lasting". The choice of the
the trophy "Create a clear and flat trophy with
materials were brass, stainless steel, gold
the wooden base and the materials should be
or aluminium. Some exploration were exercised below:
The following violations were permitted as per client's request.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
1st Option
2nd Option
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Based on the options explored, the second
trophy alongwith the original Piramal
option was shortlisted. The trophy maker
trophy was sent back for approval. Again
was asked to create this trophy in aluminium
the engraved logo was not coming out as it
material and that the the logo had to be
appeared to be merely a print making it
engraved giving it a 3D look. The second
look artificial.
Here is the representation.
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Hence we were not too satisfied with it. However, the Piramal trophy (below) was looking natural as the Piramal logo was perfectly engraved. Here is the picture we wanted to replicate for the Agya Chakra trophy.
The last trophy thus got approved, albeit with minor changes and options. The trophy was expected to be of a smaller size and needed the text to be embossed.
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Final Finishing and Execution Few different individual trophies were
stand on which it was mounted was crafted
shortlisted as per the Client’s vision. The final
with “MDF wood”. The thickness was o.5”
one required fine tuning. The material used
inches at the top and 3” at the bottom.
was stainless steel for the trophy and the
The trophy was manufactured by Taazgee Gifts, Mumbai. The following is the final trophy selected.
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Manufacure and Packaging Once the trophy was selected, its design
The trophies were now ready to be packaged.
was given to the trophy maker who sent it
Wrapped in muslin cloth, to protect the
to their workshop at Jogeshwari, Mumbai
polish of brass and wood and the powder
for fabrication. There were 1200 individual
sheen of stainless steel, these were then
trophies and 25 team trophies to be crafted.
arranged neatly in thick cardboard cartons
The individal trophy was made of steel with
with cardboard dividers so that each would
the lettering engraved on it. It was then
not scrape the other, with a liberal sruffing of
mounted on MDF wood pedestal. The team
packing material, (mostly strips of paper and
trophy was crafted using two metals, The
cardboard scrap). Labelled and sealed they
tree trunk in steel and the branch/leaves in
were delivered to The Piramal Office, Mumbai.
brass. On a large brass circle, the branch leaf
More than 1400 delegates were flown from
arrangement was cut out in a continous
Mumbai to Hong Kong and the cartons
agya chakra logo form. The steel portion
carrying the certificates, trophies and other
was then powder coated, and the brass was
collaterals were despatched in the cargo. On
polished. This too was mounted on MDF
arrival they were transported in a delivery van
wooden pedestal.
safely to the venue, for the D-day.
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Collateral 2(a) - First Emailer Background An e-mailer is a form of direct marketing
There are advantages and disadvantages
device which uses electronic mail as a means
to using traditional advertising mail in
of communicating commercial or fundraising
comparison to e-mail.
messages to an audience. In its broadest
• E-mail marketing (on the Internet) is
sense, every e-mail sent to a potential or
popular with companies for several
current customer could be considered e-mail
reasons:
marketing. However, the term is usually used to refer to:
• An exact return on investment can be tracked (“track to basket”) and has proven to be high when done properly. E-mail
• sending e-mails with the purpose of
marketing is often reported as second only
enhancing the relationship of a merchant
to search marketing as the most effective
with its current or previous customers and
online marketing tactic.
to encourage customer loyalty and repeat business, • sending e-mails with the purpose of
• Advertisers can reach substantial numbers of e-mail subscribers who have opted in (i.e.,consented) to receive e-mail
acquiring new customers or convincing
communications on subjects of interest to
current customers to purchase something
them.
immediately, • adding advertisements to e-mails sent by other companies to their customers, and • sending e-mails over the Internet, as e-mail did and does exist outside the Internet
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• Over half of Internet users check or send e-mail on a typical day. • E-mail is popular with digital marketers, rising an estimated 15% in 2009 to £292m in the UK.
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Why is emailer useful? A good email marketing campaign can
On top of that, there are numerous ways
help you:
someone can get distracted while visiting
1. Increase Your Sales Conversion
your website.
Regardless of how good your product or
The bottom line is, capturing an email address
service is, in reality most visitors to your
gives you a ‘Plan B’ and allows you to follow-
site won’t convert into sales on their first
up with someone after they’ve left your
visit. In fact, research indicates that it takes
website.
the average shopper up to nine visits before they’ll make a buying decision. In other words,
2. Generate Repeat Sales
every effective sales process requires an
Getting new customers is hard work - it’s also
element of repetition.
really expensive. In fact, it can be up to eight to ten times more
Think about the times when you’ve picked up
expensive to acquire a new customer than
a new product at the supermarket after seeing
to sell to an existing one. To acquire new
it advertised on TV a dozen times. Or a time
customers, you have to factor in the cost of
where you’ve visited a new local restaurant
advertising, educating and selling to them.
after driving past it every day on your way to
Therefore, a big chunk of the initial sale is
work. That’s repetition in action, but unlike
simply recouping the costs you’ve outlaid
a ‘bricks-and-mortar’ retail store, there is no
to get the customer in the first place. And
‘drive-by’ traffic on the Internet. In many cases
while new sales are great, we can’t emphasize
when someone clicks on the little ‘exit’ button
strongly enough the value of repeat sales. Too
in the top right hand corner of the screen...
often, businesses focus only on the initial
they’re gone forever.
sale and forget about the lifetime value of a customer.
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Keeping in touch with customers on a regular
This basic technique by itself can easily add
basis via email allows you to generate repeat
an extra 30% to your average order value and
sales which can be up to four times more
is used by almost all major companies online.
profitable than the initial purchase. A good email marketing campaign will
Amazon.com uses up-selling and cross-selling
increase the frequency of repeat purchases
extensively on their site. If you buy a book
from your existing customers.
about ‘home renovations’, they’ll follow up
3. Up-sell and Cross-sell Products & Services
with a list of other books on the same topic.
When appropriate, email provides a great
Dell Computers offers printers and other
opportunity for you to up-sell and cross-sell
accessories as up-sells to people purchasing
your products and services. For example,
computer systems.
if you run a website that sells tennis gear, someone purchasing a new tennis racket
4. Gain Valuable Feedback from Your Visitors
might also be interested in tennis balls and
Customer feedback is an invaluable tool for
other accessories.
any business. This feedback allows you to determine:
By using simple email marketing software,
- What products and services to provide
it’s easy to create a series of email messages
- Who to target
(called ‘Auto-Responders’) that will
- What the market is willing to pay
automatically follow-up with offers on tennis
Email in particular provides your customers
balls, tennis shoes, tennis clothes and so on.
with a unique opportunity to give honest
If you’re selling a service, like dry cleaning,
feedback. Unlike face-to-face interaction
once a customer has made an initial purchase
where people can be shy about voicing their
you can use email to follow up with related
true feelings, email allows them to get right to
services, like ironing business shirts and
the point.
stain removal.
By using email as a feedback tool you can adapt to what the market wants and improve your business.
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5. Drive Web Users to Make Offline Purchases
• Retention of existing customers or clients.
Surprisingly, email marketing is often a
If we are email marketing for business
catalyst for web users to go and make a
then a boost to your bottom line is probably
purchase offline. When surveyed, 59% of email
high on your priority list. An obvious way to
users said that they have made a purchase
achieve this is to increase your sales or
offline after receiving an email promotion.
leads. As one of the most effective direct marketing methods available, email
Why? Sometimes a user will find something
newsletter marketing is an ideal and a
they want online but they need it straight
cost effective medium.
away and can’t afford to wait for delivery. Example of Direct Mail
Other times, the product might need to be demonstrated (like a treadmill) and they want to see, touch and feel the item. If you run a conventional offline business you can use email marketing to drive foot traffic through your door.
Is emailer a cost effective option? An option which incurs low investment cost, as well as medium to low reach is considered as a cost effective medium of marketing. The reason why email marketing is so cost effective, because it can be measured in a number of ways: • An increase in sales or leads.
Nelda's Place Poster E-Mail
• Low cost acquisition of new customers or clients.
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Skin care Letter and Envelope Mailing Sample
Event Participation Mail
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Mailing Marketing Direct Esic by David Lopez
Packaging
Mailer Letter and Envelope
Infographics Poster
Catalogue
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Design Process After editing the trophy, my next collateral
On receiving the brief which carried the
was the Emailer. The above background work
concept ‘Winners have three eyes’ gave me
helped me to understand the efficacy of this
food for thought. I toyed with a number of
collateral. This was the first time I would
possibilities but was not satisfied. I decided to
be handling an on line marketing device.
put media in frame - by - frame design rather
Researching the references through books
than a single double - design page. Here are
and web have helped me chart my course. One
some of my endeavours.
receives umpteen emailers like newsletters, direct mail, ads, etc. appearing in the mail, but designing them is a different ballgame altogether.
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I used bold display, juxtapositioned with typographic rendition in each frame. This looked playful and abstract. Colour medium used was the main colour- orange and grey along with the additional colours: chrome and white. Here is the picture of my first option
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Another idea was to use a different colour
The response from the client was encouraging.
combination. I used the same typographic
They approved of the frame - by- frame design.
frame as in the first option. This had clarity
As they needed more options, I decided to
but appeared cluttered. I used the main
consult my sponsor for her inputs.
colours - orange and grey along with an additional light grey. Here is the picture.
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According to Bhavika, the design appeared
I tried to design a few options as per her
bizarre. At the meeting, she reiterated that I
specifications.
needed to use a clear and simple typographic
Here are the options.
representation.with a smooth, muted colour scheme. She pushed the team to design additional options.
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The client approved of the second option. They wanted to deploy flash animation. I made a minor change in the moving frame - by frame representation. Total frames were 12.
Size: 1024 px by 768 px
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Frame to Frame Final Option
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Collateral 2(b) - Second Emailer Design Process The brief for the second emailer set me
The title ‘Knowing others is intelligence,
working on it. The brief was about the quiz for
Knowing yourself is true wisdom’ was a
the winner. The winners were urged to take
difficult thought. I worked on the title for a
few on-line tests to find out their strengths.
few hours. I hit upon the idea that I should use the image of ‘reflection’ in the two contrasting
The frame-by-frame presentation of the
thoughts. Next, I designed the reflection
second emailer and the colour scheme should
between the two lines with different options.
be same as the first emailer.
Here are my visuals.
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The client responded favourably to the second
had two colours viz, orange and grey and the
option. A few minor changes were suggested.
two logos were used in a moving frame-by-
The colour scheme in the background was
frame presentation.
white and the worded lines and the reflection
The total number of frames were 15.
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Frame to Frame Final Option
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Collateral 3 - Certificate Background A certificate is an official document affirming
A certificate plays a major role in awards,
some fact. Due to ease of production as
ceremonies and other functions. There are
compared to other awards like trophies or
many different award certificates specially for
plaques, certificates are used to recognize
the performance, achievements, appreciation,
achievements throughout many levels
etc. There are also personal certificates (birth,
of society. Certificates are often used as
death), academic certificates (school, college,
an inexpensive positive reinforcement
graduate and doctorate), sports certificates
to encourage desired behaviors in many
and many more. The following topic details
contexts. A certificate, in addition to
out the design process involved in creating
certifying that someone has passed a test or
the certificate, along with rough and finalized
reached a specific standard of knowledge,
samples.
may also be the name of an actual award. These certificates can vary, usually involve rigorous courses, and can be affiliated with many associations.
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Design Process working on my designs to avoid waste of My task was to design a certificate for the
time. This was the first time I was attempting
winners who had achieved the goal of 104%
Certificate Design and was eager to get on
or more at PHL. I began this exercise by doing
with the job. For the title I decided to put
some groundwork on the previous Piramal
‘Certificate of Achievement’, ‘Congratulations’,
certificates as well as other certificates. While
‘Certificate of Recognition’ on number of
I waited for the client’s specifications, I began
options. Here are the samples of certificates I worked on.
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I then touched upon the artwork after doing
The client expressed the need for a plain and
considerable reference work. I decided to
simple layout. I designed a few specimens as
create a horizontal certificate. Here are some
follows.
samples, I conceptualized.
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I received further inputs suggesting minor
The response this time was favourable.
changes in the details. They also desired
Some minor changes were warranted.
abstract stripes on the top and at the base of
Implementing these resulted in to and
the certificate.
fro communication and several inputs eg. Changes such as points, stripes, title, fonts, signatures, background were requested.
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Further inputs from the client indicated
a celebration. They also wanted abstract
replacement of the types according to titles.
stripes at the top and bottom. I designed
They felt that the appearance was slightly
both horizontal and vertical layouts in the
“academic� and the look had to be befitting
following options. Took more designs to give the right option. I worked on giving it a more festive look.
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I offered more options.
The vertical version was tentatively okayed.
watermark and Piramal logo to be printed on
However, they wanted the flat white
a white background. Fonts for the main title
background with the Agya Chakra logo
needed to be in script form with a catchy appearance.
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Here is the final sample after incorporating all the changes and the title replaced in a script type. This rendition was finally approved.
One thing was clear, a collateral that is apparently simple probably takes the maximum effort and time. After successfully tendering the Certificate, I had to shift my focus on to designing the Invitation and the Envelope. This again was a deceptively simple mission, but I anticipated that it would be as painstaking an exercise as that of the Certificate. I was not daunted. It was Mission Invitation now!
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Collateral 4 - Invitation Card and Envelope Background Invitation Card An event invitation is a letter asking the
Traditionally, event invitations are mailed
recipient to attend an event. It is typically
in double envelopes. The inner envelope
mailed six to eight weeks before the date.
may be lined, is not gummed, and fits into
Event invitations may be printed using
the outer envelope. The outer envelope is
one of the following methods: engraving,
gummed for sealing and addressing. Tissues
lithography, thermography, letterpress
are often provided by manufacturers to place
printing, sometimes blind embossing,
over the engraved text, originally this tissue
offset printing, and more recently, on laser
protected the engraving against smudging or
and inkjet printers as many do-it-yourself
blotting, but improved printing techniques
customers are printing on their home
mean they are now simply decorative. More
computers. Invitations can be ordered from
recently, the inner envelope is often left out
an artist, or vendor specializing in invitations.
in the interest of saving money and postage.
For the artistically inclined, they can
In some cases, a pocketfold takes the place
be handmade.
of an inner envelope. Traditionally, the company addresses the event invitations. However, if they choose not to, the Company may outsource this responsibility to a professional calligrapher or a friend with good penmanship. With computer technology, some are able to print directly on envelopes from a guest list using a mail merge with word processing and spreadsheet software.
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Envelope An envelope is a common packaging item, usually made of flat material such as paper or cardboard. It is designed to contain a flat object, such as a letter or card. Traditional envelopes are made from sheets of paper cut to one of three shapes: a rhombus, a short-arm cross, or a kite. These shapes allow for the creation of the envelope structure by folding the sheet sides around a central rectangular area. In this manner, a rectangle-faced enclosure is formed with an arrangement of four flaps on the reverse side.
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Design Process After reading the brief given by the client
size, etc. The colours, I reckoned would revolve
and going through some background work,
round the core Piramal colours. The invitation
I conceptualised the layout of the invitation
card obviously had to be smaller than the
card. The elements I envisaged were
envelope. Here are some options I worked on.
watermark, fonts, both potrait and landscape
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The vertical layout was approved with a few changes. The names of the signatories were subsituted and the final draft was selected.
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Alongwith the invitation card,the envelope
the invitation. The elegance of an envelope
also had to be designed on the same lines.
is enhanced by its simplicity. An uncluttered
Both these collaterals had to complement
envelope bears the stamp of class. It had to be
each other. The envelope had to be compatible
clear and plain with minimal written matter,
with the colour, font, layout and structure of
yet visually appealing.
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After incorporating a few suggested changes, I designed the following sample.
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Collateral 5 - Tree of Excellence Background
3) When the leaf is pegged onto the tree, it
The idea behind theTree of Excellence was
should not fall or droop downwards
a part of a ritual devised by the Piramals to initiate the ceremony. A bare tree structure
4) The design of the tree itself will need
would be put on display. Each winner would
adaptation. The trunk of the tree should be a
be given a leaf on which to pen his or her
snapshot / abstract version of our gyan mudra
thoughts. Amid great fanfare each one would
(the three fingers bending forward can be
affix his leaf on the branch. After all the leaves
adapted to form the trunk)
were pegged, the tree would appear in full bloom. This would be The Tree of Excellence. I
5) Visualize how the tree would look with
furnish herebelow the client’s version.
approx 1400 leaves on it
“To design for the tree of excellence we
6) A distinct leaf (better material or in gold
need to now get into nuances of designing.
color or something like that) for those who are
Specifically please consider the following:
3 times and above achievers
1) The tree should not be too tall as it will
Design a Tree
be difficult to peg the leaf and should
The brief given by the client for tree of
accomodate 1400 leaves
excellence.
2) Will the leaf be a stick on or a pin up or any
It said “We can have a stronger design
other alternative method
integration of the logo in the tree. Let not the ac logo be a slap on. Let there be strong synergy but logo design and the tree itself. ” My task was to create Tree design, keeping in mind the spirit of the concept.
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Design Process I began the tree design with a few images at the back of my mind. Trying to incorporate the logo symbol without looking unnatural was not an easy task. I tried various combinations. Some of them are shown here. However. I was not happy with my own creations. They looked artificial to me.
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Along with the feedback, the client gave me the image of what was on their mind. They wanted the modification of the logo and the tree. They gave the attached file as 85% of design confirmed, asking me to adapt the logo and the tree if possible.
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I worked on the structure given. I tried to incorporate the Piramal logo as naturally as possible in the structure without making it look contrived. This is what I came up with.
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During this period, the client was weighing
This tree would be a huge, 24ft. tall structure,
a number of possibilities. Apparently, they
on which leaves would be affixed after which
discarded their own original concept and the
it would be transformed into The Tree of
Tree of Excellence changed gears. The client
Excellence in full bloom. My task was now
called for a meeting with other team-mates
twofold. I had to first design the leaves and
where an entirely new concept was discussed.
then create a backdrop against which the tree
A tree structure was made by other team-
would be placed. I took on my next collateral-
mates, on which leaves were to be affixed.
the leaf. After creating the leaf I shall display the visual conceptualisation of how the tree would appear with leaves affixed. The following is the bare tree.
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Collateral 6 - Leaf Background The leaf design was to be in the form of a sticker on which the award winners had to pen their thoughts before affixing it on the branch. One thing was clear, it had to be a leaf with a large surface area so as to provide substantial writing space. At the same time, the tree had to hold about 1200 such leaves. I had to conceptualise a scenario with the apt size and number to make my design perfect. I toyed with the idea of a number of species ranging from betel leaf, banyan leaf, almond leaf.....and so on. Further, I had to use 3 different shades depending on the grade of achievement of the winners viz.first time winners would get a green leaf, second timers, an orange leaf and the third time achievers would get a gold leaf.
Design Process I proceeded with designing a horizontal leaf, admeasuring 4-5 inches. I reckoned the ceremony had a note of solomn sanctity, a sacred flavour, and so I designed my leaves befitting a ritual. Here are some options.
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The reaction was almost prompt. The first leaf
to give it a life-like look. The veins would also
shape was what they wanted, with a real look
offer an illusion of lines on which the winners
- an authentic appearance. I worked on giving
could easily write. This is what followed.
the leaf a natural colour, engraved with veins
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Once the leaf was approved, I had to work on
I designed two landscapes, one with a
the background against which the Tree would
''daylight" effect and the other with a blue sky
stand.The client asked for a soothing natural
effect. The illusion of a clear sky was created
scape depicting a bird in flight, a clear sky and
by white wispy floating clouds.
sun in the background.
The following were presented.
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The response was positive. However, they
given along with finishing touches. The final
requsted a water colour effect, which was duly
Background Landscape was as follows:
10 ft
24 ft
2 ft 2 ft 6"
11 ft
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Having created the leaf and the tree
of Excellence. This was how the tree in full
background landscape, I display herebelow
bloom would appear.
the visual conceptualisation of The Tree
The exercise involving creative visualisation gave me a fair idea of what the picture would be like. I was now ready to proceed from art-based to the technical collaterals. I turned my attention towards the Backdrop.
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Collateral 7 - Backdrop Background Attractively designed vinyl and flex banners
To make backdrops more attractive and eye
and backdrops are a must-have today whether
catching, the designs and messages need
it is for display inside the office or showroom
to be kept short and simple so that they get
or outdoors at a promo event, a trade show or
across instantly.
a road show or for use on a billboard. Backdrops have to be attention grabbing Banners, backdrops, posters are quite effective
and need to generate interest at the first
in projecting any company's positive and
look. Effective designs and vibrant and lively
professional image. Be it a conference, outdoor
display catch the attention of the onlooker .
event or a client area display; well designed
In a world increasing inclination towards
and printed posters, vinyl banners and flex
web, print ads and promotional material is
backdrops are today the most sought after
observed. However, not everyone is online
communication tool to advertise and promote
and ignoring the medium has its own perils.
an idea, service or product.
Good promotional material designs are unique enough to capture the attention of
With ever increasing competition, one has
target clients and powerful enough to market
to determine a way the intended message
products and services. Exclusive ideas for
and idea does not get ignored but reaches
backdrops should be in sync with the client's
the prospective clients effectively. Unless the
business identity.
banners and posters and backdrops target the consumers, they will simply be a part
Perfect colour schemes and elegant designs
of the clutter. No matter what the business
strive to create the right image for a brand.
requirements are, or how they need to
Techno-savvy design experts ensure that the
be exhibited, a business identity ortarget
client's business stands apart from the clutter.
audience needs to be addressed, deploying
Fresh concepts and unique ideation is an
digitally designed and printed banners and
absolute must for Backdrops.
backdrops.
Armed with this brief study of backdrops, I ventured to design one for the first time.
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Design Process As per the requirement of the client, a Photo
The actual size was 144” by 288”. Considering
flex backdrop in the auditorium, displaying
1ft=12 inches, reduction to 12” by 24” for the
photographs of 450 achievers of Piramal
artwork was the requirement. I kept the logo
Group was conceptualised.
image in the fore with a watermark effect in
The size of photo flex had to be 12ft in height
diffused brown of the tree in the background.
and 24 ft in width. Total number of photo flex backdrop frames were 2. To design a photo flex backdrop, the watermark of the logo and the tree had to be interspersed. It had to look abstract. Here is the artwork of the photo flex backdrop:
12 ft
24 ft
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Collateral 8 - Scroll Background
Design Process
A scroll is a roll of papyrus, parchment,
I had to keep in mind brand requirements in
or paper which has been written, drawn,
this exercise. The scroll display was placed
painted or printed upon for the purpose
above the backdrop. The scroll had to be
of transmitting information or using as a
printed in white for the logo. in adherence
decoration. It is distinguished from a roll by
of brand requirements. The actual size of
virtue of being intended for repeated use
the scroll was 120” in width - 72” in height,
rather than continuous. I has to design a
reduced 15” in width by 9” in height divided by
digital standstill scroll.
8. Here is the picture of scroll artwork.
6 ft
10 ft
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
I then proceeded to visually conceptualise the total effect of the backdrop and the scroll in the auditorium under spotlight effect. There are two photoflex backdrop displays in the illustration. Here is the conceptualised picture displaying the scroll and backdrop.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Collateral 9 - Standee Background
While standees have previously been available
A theatrical standee is a large self-standing
only in large quantities, recent advances in
display promoting a movie, product or event.
digital photography and print-on-demand
They are typically made of cardboard, and
technology have made them widely available
may range from large self-standing posters to
to the public. Several companies now offer
three-dimensional devices with moving parts
these items as party decorations, gag gifts and
and lights.
memorial items for the deceased. Standees can now be purchased as one-off custom
Standees are typically displayed in theater
products, bringing them to the average
lobbies or music stores in advance of film or
consumer as well as large corporations
music releases.
and venues.
In the movie business, the more bookings a
I had theoretical information on standees,
theater makes in advance for a given film, the
I had to now translate it into a practical
more likely it is to place standees in its lobby
reality. Every collateral was a fascinating
because of self-interest to spur consumer
revelation as I traversed along. I started work
interest in its future screen offerings. In recent
on this new collateral with great gusto.
years, theaters increasingly look to on-site advertising from non-movie companies as a revenue source.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Design Process I had to design four standees for display in
comprising the tree branch, the bark,the Agya
and around the auditorium. Prime locations
Chakra logo, the Piramal logo, had to adorn
with their snapshots were provided.. My
single boxes keeping in mind the theme
display had to expoit the visual potential
design and the colour combinations. The
of these spots. These four locations around
designed boxes had to be placed in random
the exhibition area were the main entrance,
order. The client prefered the tree branch to
the lobby, the corridor and the auditorium
be designed in the brand colour. Some slots
entrance. I had to utilise eleven boxes
had to be blank. These had to be marked
together and arrange the design visuals
with an 'x' [ cross mark]. The following is my
effectively on these. An abstract design
handiwork.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
I reprint here below the hypothetical projection of the standees in their strategic locations at the venue.
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Other Collaterals I was on a constant creative high as I designed
it was love's labour. I decided to preserve my
one collateral after another. In this context I
creations as hypotheticals. A Team trophy,
wish to add that I also created some collaterals
ethnic kurtis [under dress code], powerpoint
anticipated by the client which were later
templates, an Information Booklet are those
cancelled. These were not redundant for me,
creations. I have displayed here below.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Kurtis (ethnic dress code) As the count down to the D day began, there
I created a few designs which apparently due
was hectic activity, ideas kept flowing and
to time constraints, were not utilised and it
enthusiasm ran high. I was asked to design an
was a creative mission aborted. However, I
ethnic unisexual dress code. It was kurtis in
shall cherish and preserve them as a part of
cotton, in white, grey and orange shades with
my portfolio.
both the logos displayed at strategic points.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Team Trophy as per specifications of the client; 'An elegant large trophy with a tree look'. Later dropped.
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Powerpoint Presentation Template
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
PRINTING Digital Printing Background Digital printing is a method of printing
Digital Printing is used for personalized
using digital techniques in which the
printing, or variable data printing (VDP or VI),
data and images are printed directly from
For E.g: Personalized children's books, which
a computer onto paper, including those
are customized with the specific child's name
developed for computer printers such as
and images. Print on Demand (POD) systems
inkjet or laser printers. The process differs
also use digital printing, for short run books
from lithography, flexography, gravure, and
of varying page quantities, and binding
letterpress printing in several ways:
techniques.
- Every print can be different, because
Digital prints can also be done on
printing plates are not required, as in
photographic paper, exposed with RGB laser
traditional methods.
lights from computer files, and processed in
- There is less waste chemical and paper,
photographic developers and fixers. These
because there is no need to bring the image
prints are continuous tone images, and have
"up to colour" and check for registration
the dyes imbedded in emulsion layers within
and position.
plastic coatings. They can be very archival.
- The ink or toner does not permeate the substrate, as does conventional ink, but forms a thin layer on the surface and may in some systems be additionally adhered to the substrate by using a fuser fluid with heat process (toner) or UV curing process (ink). Because there is less initial setup, it is useful for rapid prototyping, and cost effective for small print runs.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Digital Printing Process Capturing an Image Many graphic projects begin with "analog"
Producing the Image Once the image has been captured, it is
images such as 35mm slides, transparencies
then transferred to the printing station.
or reflective art. To produce a "digital" image,
The computer directs the speed of the head
these elements must be converted to digital
technology as well as the machine to produce
files that are then manipulated on a computer
the image. As with all printing processes,
system with digital imaging software. This
digital prints dots, which in turn trick your
step is usually accomplished by scanning the
eye into seeing a continuous image. Digital
analog image. The scanner measures reflected
technology prints in four color process.
or transmitted light from the analog image, assigning numerical values to the colors or tones in the image to create a digital copy.
Finishing the Image Lamination is often used to "finish" digital
With the image "translated" into a series of
prints. Using special media, inks and/or
numbers, the information can be stored on a
laminates, images can be produced which
computer hard disk or other electronic media
withstand indoor humidity, sunlight and
such as a removable drive, or CD/DVD.
most outdoor weather conditions. Also, adhesives are available which provide the
The graphics produced through the use of
opportunity to apply digital images to various
these applications can be divided into two
surfaces.
primary groups or "graphic types," object oriented and bit-mapped. At the completion of the design and layout phase, all elements
CMYK and RGB CMYK is short for cyan, magenta, yellow, and
have been assembled into one file. This file
key (black)--the primary colors of the toner
may include both object-oriented and bit-
used in digital printing. RGB is short for red,
mapped graphics saved in various file formats.
green, and blue, the primary colors of light
The file is then ready to be managed based
used to reproduce images on your computer
on the requirements of the selected output
monitor or television screen.
device and can now be reproduced.
Each of these color systems has strengths and
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
weaknesses, but the important key to take
This is because the digital printing process
away is that they are very different. You can
breaks down the image into the four colors of
make sure that your designs print the way
CMYK. The more information you provide the
you would expect by printing a test copy or
software, the more accurately the printer will
proof and compare the results. Unless you are
be able to break down the image.
working with a professional designer who has carefully calibrated their computer monitor and printer, you will likely see differences in
Full Bleed Printing Full bleed printing is simply when the
colors. Printing a proof will help you adjust
graphics or pictures extend to the edge of the
your final product if need be.
paper. Digital printing cannot print to the edge of the page in most cases, so the printing
Printing Resolution Digital printing is best done at a minimum
company or staff will need to trim the extra paper using paper cutters.
of 300 dots per inch, but higher resolutions are often better. Depending upon the printer you
Your artwork will need to extend beyond the
use, higher resolutions up to 1,200 dots per
edge of the paper by at least one-quarter of
inch may produce significantly better results
an inch. All modern design software suites
than the standard 300 dots per inch.
will allow you to design using bleeds. The important thing to remember is that your
The rule of thumb is to start with 300 dots
final product will not go to the edge of the
per inch as this is the physical limitation of
paper unless your artwork has been properly
the human eye. Most people cannot perceive
designed to include bleeds.
the difference between 300 dots per inch and 1,200 dots per inch. But printers can produce significantly different results with higher resolution artwork in the range of 1,200 dots per inch.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Item
Materials
Invitation
Natural
Card
White
Artwork
Piece
Sheet Size
350
23" * 36"
5" * 7"
350
23" * 36"
700
Wastage
Paper
Cost/
Total
Weight
Piece
No wastage
220gsm
20
7,000
5.2" * 7.2"
No wastage
130gsm
30
21,000
22" * 28"
9.5” * 11.5”
3" * 5"
300gsm
22
7,500
70
23" * 36"
5” * 5”
3" * 6"
150gsm
6
6,600
Flex / Vinyl
1
6ft * 12ft
12ft * 24ft
No wastage
70gsm
12
3,460
Backdrop
Flex / Vinyl
2
12ft * 6ft
24ft * 12ft
No wastage
70gsm
12
6,920
Scroll
Flex / Vinyl
2
10ft * 6ft
10ft * 6ft
No wastage
70gsm
12
1,440
Standee
Flex / Vinyl
4
8ft * 8ft
8ft * 8ft
No wastage
70gsm
12
3,080
Total
57,000
Envelope Certificate Leaf Tree Branding
Natural White Japan Ivory Chrome Paper
Size
Paper
per sheet
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
EVENT PLAN
My design journey was approaching its destination. The concepts which were on paper, had to now be translated into three dimensional reality. The Event Management Company, M/S Whiteboi brought my designs to life. Before I present a glimpse of the this magnum opus, let me brieflly introduce the intricacies of stagecraft.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Translating the Design into reality The event management company for the
The creation of a backdrop involved the
Agya Chakra ceremony was “WhiteBoi”, an
following steps.
arm of “Box office India”, who supersized the
The first step was to determine the projection
creatives. The translation of ideas into actual
of the creative designed that needed to be
setup was 3 fold.
portrayed in the background of a stage or studio. Once the imagery was finalized, the
• Setup for the Agya Chakra ceremony –
next step was to start adapting the creative,
Backdrop, standees, coasters, T-shirts, Scroller,
as per the sizes of the auditorium. After the
Stage design, Dias design, Welcome Kit,
design was created and finalized, came the
Danglers, Welcome banner
role of the printer. Before the printer actually
• Printing of letters, invitations, certificates,
prints backdrop image, he must identify
and other paper collaterals
which material to print it on. Typically it is
• Fabrication of trophies.
suggested by the agency, and the go ahead is given by the client.
Setup for the Agya Chakra Ceremony The main auditorium needed the backdrop for
A decision on printing it on either flex (frontlit
the ceremony. Other items required were “A
or backlit), eco-solvent vinyl, translucent vinyl,
Welcome Gate”, Standees, Welcome banners,
etc. were made.
Scroller, Danglers, Coasters.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
The following were incorporated in all
Special ink-jet machines were used to print
collaterals.
on banner material developed for the process.
• Frontlit flex for the backdrop
Quantities were small, and the print had to
• Vinyl mounted Sun-Board Standees.
look attractive. Since it was short campaign,
• Danglers printed on eco-solvent vinyl for
digital printing was selected since it has the
the hallway to the auditorium • Flex mounted on iron (C.I.) frame for the welcome gate.
advantage of producing multi-colour and photographic images as compared to screen printing, besides being cost effective.
• Plastic for Coasters. • Vinyl mounting for the welcome banners
This information was compiled by me in
Vinyl lettering and graphics were used
consultation with the event designers, who
for the Welcome banners, since lengthy
did not divulge too many specifics due to
outdoor durability was not required and
professional constraints. However, this
simple lettering and line-art was used in
generalised version satisfied my curiosity as
the design. Self-adhesive vinyl lettering
to how my designs came to life.
and graphics were cut from a computer plotter and applied to the banner material (wood) . 12TH. JULY 2010, Piramal Healthcare Ltd. celebrated the Agya Chakra Ceremony, at Asia world Expo, Hong Kong. I present herebelow the photographic representation of the culmination of my design endeavour.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Displaying at the entrance
People pegged the leaves at tree branding
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Speaker speaking at the show
Anchor 'Mona Singh and Rohit Roy' at the host show
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Stage Performance
Performing the stage behind backdrops and scroll
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Stage Performance
Winners celebrated
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CONCLUSION When a project of the magnitude of The Agya
This was a theme design project. It had its
Chakra Ceremony and a client of the stature
shortcomings. It did not have a long shelf-life,
of the Piramal Group comes your way, it
it was a quick-mortality endeavour. This is
becomes an opportunity of a lifetime. For me
where I was accosted by the first impediment.
the project was a dream come true. I knew I
As it was a one-time brand theme and not
was going aboard a great learning Journey.
a make-over, a Brand Questionnaire was not formulated by the Company. A lot of
Agya Chakra Ceremony Design was the first
information like costs involved, budgets,
live project I handled. Earlier I had dabbled
employee positions, details of programme,
in a similar project; however, it was a
actual display, was classified and could not be
hypothetical one. This takes me to the highs
divulged by the client. These constraints tend
and lows of a live project. The thrill it offers is
to put the project on a back foot. However,
akin to a roller coaster ride. I was perpetually
I tried to overcome these shortfalls by
on my toes. The constant tuning with the
researching on generalized versions of
client is like having a thermometer by you
these factors.
-temperatures fluctuating every minute. Everything was about sensitizing yourself to
Another important factor I need to emphasize
the client’s needs. In fact your creations are
is the hazard of miscommunication. The
monitored at every level by the client.
client has a particular concept in mind and may spell it out in a way that conveys a
I learnt that my creativity had wings but my
totally different meaning. This happened
flight was directed. A live project is not the
very often, especially since I was already
flight of a bird-it is like the flight of
battling a communication handicap. My
an aircraft.
comprehension took a beating on a number of occasions. However we were able to overcome this hurdle by having a continuous dialogue, frequent meetings and a via media like my sponsor.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
During the course of my design journey there
This lull was one that preceded a storm; as
were peaks and lulls. There were long gaps of
suddenly we realized the paucity of time, and
silence when the client had other important
the accelerator was on. My design journey
agendas. I would utilize these lulls in creating
went into the fifth gear.
hypothetical collaterals and working on other small projects assigned by my sponsor. I need
The leaf, certificate, the invitation, e-mailers
to make a specific mention of the period when
were designed during this short period. I was
the partial take-over of Piramal Healthcare by
on a moment-to-moment interaction with
Abbott Laboratories was announced. It was a
the client. Temperatures soared and adrenalin
heart-in-my-mouth situation for me as there
levels shot up with every rejection and
were signs of the Ceremony being called off.
approval. High-speed communication, I learnt
In fact this indication was duly given by
is like a live-wire. However, I survived the
my sponsor.
storm, and most of my designs were well received.
My mind had to quickly change gears as to how I would have to convert it into a
At the same time, due to lack of time and
hypothetical project. However, Lady Luck
communication gaps, the team trophy had to
smiled and after a pregnant silence, the go-
be designed by other teammates. I consoled
ahead was given once more.
myself with the thought that most collaterals crafted by me were received enthusiastically.
During this time I designed probable
I should not be over-ambitious.
collaterals like dress code (Kurtis) and Information Booklet, in the hope that the
My creativity was duly rewarded when the
client would utilize them.
background landscape presented by me was selected by the client. A live project teaches you team work, it teaches you to handle disappointments and to curb exultation. I also imbibed the valuable lesson that a live
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
project is time bound-the destination is fixed
Finally, an artist’s ultimate dream to see his
-the time limited. My creative flight had to
creation become a cynosure of all eyes came
be within a graphic framework of time and
true when 12th July 2010 rendered my designs
destination. It was well and truly a graphic
the flavour of the moment, as one of the
design.
biggest auditoriums in Asia, the Asia World Expo, Hong Kong floodlit my designs for one
This project gave me an opportunity to learn
of the largest Pharmaceutical companies,
Creative Visualization. I used the mind’s eye to
Piramal Healthcare. That, I believe, is a
picturize the event and more importantly put
defining moment for an artist, the moment of
it on paper. The Tree of Excellence and Venue
true aesthetic fulfillment.
Event Lay outs are examples of this exercise. Agya Chakra Award Ceremony offered me an I also had an opportunity to dabble in new
entire gamut of experiences. The highs, the
entities like E-mailers, Award Certificates
lows are an indispensable part of the growth
and Backdrop with scroll and Standees.
of every designer. I feel I am evolving as a
My interaction with the trophy maker
graphic designer after I touched Agya Chakra.
(Tazgee Gifts), gave me an insight into metal fabrication and the Event Managers (White BOI) enlightened me with Design Activation. I got my first taste of stage craft as I experienced the thrill of my designs becoming larger-than-life.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
EPILOGUE Agyachakra had been an aesthetically
eyes upon. Asia World Expo lay sprawled
complete journey....well almost. I had only
imposingly at Hong Kong Harbour with the
envisaged the sanctum which had displayed
sea at its backyard. I couldn’t believe that
my creativity. What if I could see it? This
exactly one month ago, my designs found
would add a third dimension to my project.
expression in these hallowed precincts
I was in for a surprise. My family whisked
that bore silent testimony to my humble
me off to Hong Kong where I saw the most
handiwork. I leave you with the pictures that
awesome Exhibition Centre I would ever lay
testify this defining moment.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
ACKNOWLEDGEMENTS 1) My thanksgiving begins with a tribute to
4) I acknowledge the hand of Piramal
NID, my Alma Mater who first honed my skills
Healthcare Ltd. which went beyond a
and then gave me a platform to showcase
Corporate Social Responsibility-arguably
them.
by default but conclusively by design (pun intended).
2) I owe a thank you to my guide, Prof. Anil Sinha, (Chairperson - Communication Design),
5) I also appreciate the contribution of my
for mentoring me through this project.
batchmates at NID, for keeping me informed at every level as also my teammates at
3) I wish to thank my sponsor, M/S
Beyondesign - Shraddha, Unnati, Neha,
Beyondesign, Mumbai, Creative Director Ms.
Disha and Shernaz for helping me tide over
Bhavika Shah for her courage and creative
communication hurdles.
conviction in offering this project to a differently abled student like me. She not only
6) I am grateful to M/s Max Printers and
believed in me but also motivated me
Taazgee Gifts, Mumbai for their timely inputs
to deliver.
on actuals. 7) Finally, I humble myself before the one human being who helped me comprehend a complex subject beyond my physical and mental abilites and backed me all the way my very own Agya Chakra - my mother.
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Sponsor Letter of Recommendation
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
Client Letter of Recommendation
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DIPLOMA PROJECT DOCUMENT I AYUSH MARATHE I PGDPD GRAPHIC DESIGN I 2010
BIBLIOGRAPHY Chakras for Starters By Savitri Simpson (Printed in 2004) The Essence of the Bhagavad Gita, 2nd Edition: Explained By Paramhansa Yogananda, As Remembered By His Disciple, Swami Kriyananda by Swami Kriyananda (Paperback - Feb 4, 2008) The Book of Chakras: Discover the Hidden Forces Within You by Ambika Wauters Paperback (Apr. 5, 2002) Visual Language. The Hidden Language of communication By Peter Bonnici (Date: March 1999) Beyond Logos - New Definition of Corporate Identities By Clare Dowdy Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design by Armin Vit and Bryony Gomez Palacio (Hardcover - Jul 1, 2009) Reflections on the arts in India Edited by Pratapaditya Pal (Printed in 2000) Live Events - Promotional Graphics Compiled by, Jim Cowen The Art of Graphic Design By Bradbury Thompson Design Basic Index By Jim Krause (Paperback - Dec 3, 2004) Indian Design By Daab (Hardcover - Nov 30, 2004) Corporate Identity Design by Veronica Napoles (Paperback - Nov 1, 1987) The Elements of Design The development of design and stylised elements from the Renaissance to the Post-modern Era By Noel Riley
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Visual Identities by Jean-Marie Floch, Alec McHoul, and Pierre Van Osselaer (Paperback - Mar 2001) Designing Identity: Graphic Design As a Business Strategy by Marc English (Paperback - Jun 2000) Design for Special Events: 500 of the Best Logos, Invitations, and Graphics by Peleg Top (Paperback Oct 1, 2009) Happening: Design for Events by Tessa Blokland, Sarah Schultz, and Marlous Willems (Hardcover Nov 20, 2007) Excellence in Exhibit & Event Design: A Portfolio by Pico Global Services Limited (Hardcover - Jan 15, 2008) Party Creations: Book of Theme Event Design by Robin Kring (Spiral-bound - Feb 1994) Masters of Design: Logos & Identity: A Collection of the Most Inspiring Logo Designers in the World by Sean Adams (Hardcover - Sep 1, 2008) On-LVL: Making a Difference G5 Trophies by HSP (Paperback - Jan 2002) Printing Technology (Design Concepts) by J. Michael Adams, and Penny Ann Dolin (Hardcover Jun 12, 2001)
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WEBLIOGRAPHY - www.wikipedia.org - system.yogaindailylife.org/yoga/en/180600/ chakras/agya-chakra/ - www.urday.com/chakra1.html - www.yogamax.net/ajna-chakra-medula-plexus. - hubpages.com/hub/ajna-the-third-eye-chakra - http://www.satrakshita.com/the_seven_bodies_ and_chakras.htm - info.shine.com/company/Piramal-HealthcareLimited/831.aspx - in.reuters.com/money/quotes/ companyProfile?symbol=PIRA.BO - www.expresspharmaonline.com/20091115/ management01.shtml - www.prdomain.com/companies/N/ NicholasPiramal/co_index.asp - www.centreofgravity.in/strategy/ priorpiramal.html - www.sanatansociety.org/chakras/chakras_sixth_ chakra_ajna.htm - www.adishakti.org/subtle_system/ agnya_chakra.html - www.madehow.com/Volume-6/Trophy.html - www.ehow.com/videos-on_8436_make-trophies awards.html - www.pneac.org/sheets/pdfs pneacdigitalprinting - www.theprintguide.com/digital-printing/
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