Visual Identity for the new NID Design Project 1
Anchor Faculty: Tarun Deep Girdher
Guide: Immanuel Suresh
Student: Gopikrishnan H Graphic Design Sem 4 , UG
Project brief
The formation of four new NIDs has been formalised by the Government of India. The land has been acquired at Jorhat, Bhopal, Hyderabad & Kurukshetra. The project would entail visualising and designing the visual identity for one of the four new institutions. The chosen one for this project is NID, Jorhat. The prime focus will be to build logo for the new NID. There is a signicant role for graphic design to play in this introduction of the new NIDs as the need is concerned with the branding or creation of the visual identity for the new NID.
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Study on logos of IITs, NITs, IIMs
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Study on history of prominent design institutes BAUHAUS • Many Germans of left-wing views were influenced by the cultural experimentation that followed the Russian Revolution, such as constructivism. • Bauhaus style, also known as the International Style, was marked by the absence of ornamentation and by harmony between the function of an object or a building and its design. • The most important influence on Bauhaus was modernism, a cultural movement whose origins lay as far back as the 1880s, and which had already made its presence felt in Germany before the World War, despite the prevailing conservatism. • The entire movement of German architectural modernism was known as Neues Bauen. • The Bauhaus was founded at a time when the German zeitgeist had turned from emotional Expressionism to the matter-of-fact New Objectivity.
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ULM
• The Ulm School of Design (Hochschule für Gestaltung Ulm) was a college of design based in Ulm, Germany. • The HfG quickly gained international recognition and is now viewed as being second only to the Bauhaus as the most influential school of design. • Max Bill favored a teaching approach that followed the continuation of the "heroic" Bauhaus tradition, based on the Arts and Crafts model, in which the artist-designer saw their primary role in product development as form-giving. • A key objective of the Bauhaus was also to ensure the form-giving artist-designer considered the technology of materials and mass production methods. • However, many teachers at HfG, especially those of theoretical courses, sought to emphasize analytic methods encompassing sociological, economic, psychological and physiological considerations.
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India report
• What India can do to resist the rapid deterioration of consumer goods within the country. • Recommend an institute of design, research and service which would also be an advanced training medium. It would be connected with the Ministry of Commerce and Industry but it should retain enough autonomy to protect its prime objective from bureaucratic disintegration. • Emphasis on quality of work. • The institute's objective: quality and ultimate values of the environment.
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Philosophies, values and mission of established NID
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Learning by doing Student-centered learning Interdisciplinary Real-life situations Innovative and explorative Social and professional commitments World-class design education ‘Thinking global and acting local’ Quality of life Etc.
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Study on local regions of new NIDs JORHAT, ASSAM • Jorhat City (Assamese: য�োৰহাট ) is a city in the state of Assam. • It was the last capital of the Ahom Kingdom and home to many historical monuments of Assamese culture. • Jorhat has been able to produce many creative writers, musicians, actors, historians and journalists, terming Jorhat “The Cultural Capital of Assam”. • Jorhat ("jor" means join and "hat" means market) means two hats or mandis- “Macharhat” and “Chowkihat” which existed on the two different banks of the river Bhogdoi. • From the very first decade of the British rule, revolutionaries like Gomdhar Konwar, Jeuram Medhi, and Piyali Phukan emerged. • Jorhat is and has been a vibrant place and is a perfect mixture of tradition and modernity. • In the building of modern Assam, Jorhat has played a vital role as a sizable section of Assamese intelligentsia has always been from Jorhat. • Jorhat is a hub of festivities in Assam including Bihu, Durga Puja and Saraswati Puja. • Jorhat is the most literate district of Assam. • Jorhat has the highest number of educational institutions in upper Assam. • Jorhat is considered to be a good place for ethical modern educational pursuits. 12 Visual Identity for the new NID
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interviews and discussions
Discussion with Prof. M. P. Ranjan helped the project gain a lot of useful resources regarding a wide variety of topics related to the project some of which later became the very crucial aspects of the research phase of the project and contributed to the project's information base very significantly.
Prof. M. P. Ranjan
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The interview with the director of NID, Shri. Pradyumna Vyas contributed a lot of key points which helped build the framework for the conceptualization phase of the project. They helped in better analysis and processing of the information collected from other sources as well.
Shri. Pradyumna Vyas, Director, NID
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Logos of various other institutes
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Study on logos of other institutes in Jorhat and Assam
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Document reference
National Institute of Design
Internal organization, Structure, Culture
• Quality of the physical environment and its relevance to human needs • Professional education of designer and education in the wider context, through the service to industry and the communication links established to provoke informed and sober public discussion • Respond to existing demands with discrimination and without preconceptions but to create an awareness of problems of contemporary significance • Its challenge is responsible pace-setting • PERSONS committed – most valuable asset • CULTURE :modes of thought and feeling guiding individual and group behavior towards cooperative and purposeful action • Innovative and experimental in its approach and sufficiently flexible to make changes when experience shows that its structure and culture are not achieving its objectives or alternate methods are likely to achieve them better • CULTURE • Multi-tasking – different roles, responsibilities and authorities by staff members and faculties. Student to be encouraged to do the same – the concomitant sense of participation and involvement
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• CONSULTATIVE FORUM • Both faculty and students – opportunity to participate in the formulation of education policy • Innovation and creativity are seldom the result of decision-making by majority vote • • FACULTY BOARD • The task of the faculty is to provide means whereby a student can learn for himself, through behaviour as well as through verbal and written communications • It is healthy for an institution, to have a nucleus of stable faculty members. Too many discontinuities, too much coming and going, do not induce stability. It is, of course, healthy for any institution if some of its faculty come from outside. New blood introduced at different levels and bringing different experiences, can be stimulating; too much can destroy the identity and special characteristics of the institution.
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Doodles
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Form explorations on shortlisted concepts
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Selected concepts
This is one among the few selected concepts which was satisfying some of the key points in the final framework. It is derived from the letter forms of N, I and D. The forms are connected and gives a zig-zag pattern which symbolizes the interdisciplinary nature of the institute. Also, most importantly, the negative spaces create the image of two hands which signifies service to the society.
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This is another concept among the few selected ones which was satisfying some of the key points in the final framework. It is derived from the letter forms of N, I and D. The forms are ideated in such a way that they depict two hands coming together. It is essentially symbolizing service to the society through the image of holding hands.
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Final refined concept The final concept chosen as the logo for the National Institute of Design, Jorhat, Assam is the one which was satisfying the built in framework of key points that symbolize the institute, its mission, vision and philosophies. It is basically derived from the letter forms of N, I and D. The folding ribbon like form represents the interdisciplinary nature of the institute and the basic form of the logo depicts the head of the 'Horai', a vessel which is considered as an icon of the assamese culture.
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dimensions
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logo in black background
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logo in coloured background
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logo with the typeface
explorations with colour
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applications
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Bibliography • • • • • • • • • • • • •
Official websites of IITs, NITs, IIMs etc. Wikipedia Google Pinterest Behance India report Document: National Institute of Design - Internal organization, Structure, Culture Logos of America's fastest growing corporations - David.E.Carter (editor) Logo International - David.E.Carter (editor) Ideating Identity - Anil Sinha Youtube Vision First: about creating design competencies in India NID official website
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