Visual Identity for Uttar Pradesh by Subarna Sengupta

Visual Identity for

Uttar Pradesh Tourism Subarna Sengupta Graphic Design National Institute of Design subarnasngpt@gmail.com

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Contents Initial Idea Project Proposal Theoretical Framework Revisiting the Basics Concepts in Branding About Place Branding Forms of Tourism

Uttar Pradesh Tourism Circuits Research Process Picture Library - I Uttar Pradesh State - An Overview Picture Library - II Picture Library - III Picture Library - IV Picture Library - V Picture Library - VI

Case Study 1 Case Study 2 Case Study 3 Case Study 4 Case Study 5 Case Study 6 Case Study 7 Case Study 8 Tourism Identity of other Indian States Brand Touchpoints

Colour Palette Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7 Final Concept The Process

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Initial Idea My introduction to place brands and public diplomacy happened during my internship at the ideaworks Design and strategy pvt Ltd. I came across the brand â&#x20AC;&#x2DC;Edinburgh-Inspiring Capitalâ&#x20AC;&#x2122;, branding for the Edinburgh Region in Scotland. After initail research on place branding I came to the conclusion that initiatives that involved application of core ideas of graphic design for the purpose of place branding were very few in india, a country which abounds with tourist attractions . I felt the need to explore on similar lines with my own state Uttar Pradesh. Uttar Pradesh, the heartland of India, is known for its Heritage, Culture and bounties of Nature. It is home to some of the greatest monuments, the most ancient city in the world, the seat of Buddhism and the colours of all faiths. I came acoss their current identity and felt the need for bringing a change to the existing logo. Since the tourism market is rapidly changing, there is a desperate need to give a fresh look which also redefines the message it conveys.

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Project Proposal Background_Uttar Pradesh, the heartland of India, is known for its Heritage, Culture and bounties of Nature. It is home to some of the greatest monuments, the most ancient city in the world, the seat of Buddhism and the colours of all faiths. Uttar Pradesh is a favourite destination for both foreign and domestic tourists. It is common destination for a quarter of all foreign tourists to India and all domestic tourists within India. In order to prepare schemes relating to the development of tourism and to execute them, the Directorate of Tourism was established in the year 1972. In 1974 the Uttar Pradesh State Tourism Development Corporation was established to look after the commercial activities which are a part of development of tourism. The Tourism Development Policy has been framed in Uttar Pradesh under which Tourist circuits are being developed as the Buddhist Circuit,the Bundelkhand Circuit , Braj (Agra-Mathura)Circuit ,the Awadh Circuit VindhyaVaranasi Circuit Wild Life -Eco Adventure Circuit.

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Objective__To develop the brand identity for Uttar Pradesh State Tourism and to string together all the relevant things to develop a coherent positioning statement.The initail idea also involved creating a brand outline and develop guidelines to help the UP Tourism brand.

Scope__ Study the stateâ&#x20AC;&#x2122;s history, identifying the key features that are worth exploring in architechture, food, fairs and festivals.To find the common visual perceptions associated with the state and to study such parallel place branding initiatives in the indian and international context. Creating a visual language that can be applied to all collaterals, events and initiatives undertaken by the Uttar Pradesh State Tourism Development Corporation. Utmost relevance will be given towards highlighting the leading tourism product that Uttar Pradesh uniquely owns.

Target__Place Brand models can leverage the features of a place to infuence a positive perception. The implementation of a place branding strategy has impact and relevance not only locally but also globally. It can serve to attract: businesses investors tourists (both local and global). On a national level it can helps shed unfavourable stereotypes associated with the place. It can help instill a sense of pride among the local people of all age groups.It can be used by the government to contribute to sustainable local development by harnessing the potential of their diverse cultures.

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Reasons for Redesign__While Kerala features green coconut tree, sea, and boat in its logo, Goa also does similar, Rajasthan Tourism features colors in its logo promoting Holi. Madya Pradesh Tourism features Tiger in its logo. But Uttar Pradesh logo is not highlighting the amazing heritage and the grand experiences that the state promises to offer.

Current Identity

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Theoretical Framework Phase I

To develop a keen understanding of place branding and how brands are developed. To revisit the core ideas about creating visual identities. Understanding the brand touch points.

Phase II

Research centering around Uttar Pradesh. Guide books, broschures, information booklets worked as more reliable source of information than the internet. Research was done from the perspective of destinations, religion, arts, crafts and architechture, music and dance (folk and classical, cultural practices, toys, artifacts, festivals.

Phase III

A visual library was created which also worked as a mood board for developing concepts. Collecting keywords, attributes and expressions for highlighting the key features of the place which in turn would further help in developing the flavour and the concepts for the identity.

Phase IV

Case studies of place branding and tourism initiatives.

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Revisiting the Basics A LOGO IS_The representation of the organization in its simplest form the emblem or mascot of the organization the foremost element that triggers the feelings of consumers critical for an organization to be recognizable. A good logo is distinctive, appropriate, practical, memorable timeless versatile simple in form and conveys an intended message.

AN IDENTITY IS_Identity is the visual aspects that form part of the overall brand.The different physical elements of the company that work together and customers come in contact with the complete package of company materials, logo, business cards, email websites, ads, employee uniforms, store layout design, package design, corporate jingle, etc.

A BRAND IS_Brand is the perceived emotional corporate image as a whole. Its a concept, not a concrete object. The foundation of the entire marketing framework. The emotional and psychological relationship between a company and consumers.

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Physically a logo must have form and colour; will usually have a typographic element to convey the name. will need variations to account for the different contexts in which it will be seen; and incorporates visual symbolism or iconography that is both universal and culturally specific. An effective logo should be timeless â&#x20AC;&#x201C; that is, it will endure the ages. Probably the best example of a timeless logo is the Coca-Cola logo. Also a logo effective if it can be Printed in one colour. Printed on the something the size of a postage stamp. Printed on something as large as a billboard. Printed in reverse (ie. light logo on dark background) One way around creating a versatile logo is to begin designing in black and white only. This allows one to focus on the concept and shape, rather than the subjective nature of colour. One must also remember printing costs â&#x20AC;&#x201C; the more colors used, the more expensive it will be for the business over the long term.

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Concepts in Branding BRAND PERSONALITY is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Brand personality is nothing but personification of brand. For instance Infosys represents uniqueness, value, and intellectualism. Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence. Brand personality is the result of all the consumer’s experiences with the brand. It is unique and long lasting.

BRAND POSITIONING can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. For instanceKotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy.

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BRAND IMAGE is the overall impression in consumersâ&#x20AC;&#x2122; mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. Volvo is associated with safety. Toyota is associated with reliability.

BRAND IDENTITY The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.

The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Thus Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.

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About Place Branding The term place branding refers to a country, region, city or a tourist destination, and to their competition for tourists, investors, residents and other resources. One way of seeing a brand is as a conceptual entity that creates positive, unique and distinguishable associations, and branding involves creating and maintaining these associations. The view taken here is that place branding is based on a strategic approach to reputation management, stipulating that a change of image is an ongoing, holistic, interactive and wide-scale process, requiring much more than a quick change of logo or slogan. To take the example of destination branding for purposes of attracting tourists, destination brand management can be seen as an exercise in coordination in which relevant variables, such as

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tourism infrastructures, the quality of local services. Coordinated with promotional efforts â&#x20AC;&#x201C; in order to achieve a coherent and desired destination brand identity.This means that, contrary to the popular belief that destination brand building is solely an exercise in communication, in reality, destination branding is an exercise in the identification, organisation, communication and coordination of all the variables that have an impact on the destination image. However, the use of slogans and logos can play an important role when it comes to the visualisation of place branding efforts. of a place more aware and proud of its uniqueness and achievements. These expressions often serve to communicate the central brand promise to the place buyers and the positioning of

the place. With positioning is meant the create an image or identity of the place in the minds of their target audience, often in relation to a market or the competition. According to research and established practice, the practice of place-branding can offer the means to achieve not only economic but to some extent also social and cultural benefits. It can promote the attractiveness of a place for investors, export buyers, tourists, residents, employees and students. Furthermore, it is said to have a potential to mobilise civic pride; that is to make the inhabitants of a place more aware and proud of its uniqueness and achievements.

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Factors that make a good country brand

Culture Economics History Attractions People Tourism Stability Sustainability Food Identity

Experiences Perception Quality Diversity Government Lifestyle Infrastructure Possibilities Strength Visitors

Work Cities Capitals Environment Adventure Peace Freedom Safety Weather

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Forms of tourism Many forms of tourism classified by typical features of spending time in the destination SEASIDE TOURISM: Recreation by the sea, water sports (swimming, rowing, sailing, surfing, windsurfing)

CULTURAL TOURISM: Historical sites, buildings and monuments places of historical events, e.g. battles, catastrophes.

MOUNTAIN TOURISM: Mountain hiking, climbing, biking.

HEALTH TOURISM: Spas, fitness, relaxation, wellness.

SPORTS TOURISM: Winter sports â&#x20AC;&#x201C; skiing, snowboarding, cross-country skiing summer sports, extreme sports (rafting, paragliding, sky diving, etc.) sport events (world championships).

EVENT AND GASTRONOMIC TOURISM: Music, theatre or food festivals winr tasting meals of regions abroad.

RURAL TOURISM: Ecotourism,besides relaxation people work in farms rearing animals, participating in farming processes, i.e. dairying, processing of vines, taking care of horses, etc. WILDLIFE TOURISM: National Parks and Sanctuaries and natural habitats.

SHOPPING TOURISM: To go for shopping abroad due to lower prices of goods. BUSINESS TOURISM: International/national/regional/local conferences, seminars, business trips, etc. RELIGIOUS TOURISM:

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Uttar Pradesh

Uttar Pradesh is a microcosm of the entire Indian nation in its diversity. Multi ethnic, multi religious and multi cultural, Uttar Pradesh has absorbed many an immigrant culture and race within its borders and created a unique cultural heritage found nowhere else in the country. Its people belong to many religions and come from distant parts of the country. Afghans, Kashmiris, Bengalis, Parsis and Punjabi immigrants settled here. Christians, Hindus, Muslims and Buddhists all found the freedom to practise their religions and pass it on to successive generations. While it is secular, liberal and progressive, at the same time it is deeply rooted in social and religious traditions.

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Tourism Circuits Since the state is pretty big, its divided into six tourist circuits geographically as well as based on the places of interest.

SOCIO - ECONOMIC SNAPSHOT Capital Lucknow Area 240, 928 sq km

Population (Census 2011) 166 million

Major Crops Food Grains, Sugarcane and Oilseeds Density (2011) 689 person per sq km Principal Languages Hindi and Urdu Major Industries Cement, Vegetable Oils, Jute, Brassware, Sugar Production, Carpet, Handloom, Cotton & Woolen Textiles, Leather & Footwear, Distilleries & Breweries, Glassware & Bangles.

Braj (Agra-Mathura) Circuit

Wild Life-Eco Adventure

Awadh Circuit

Vindhya-Varanasi Circuit

Bundelkhand Circuit

Buddhist Circuit

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ECONOMIC PROFILE

TOURISM POLICY

TERTIARY SECTOR

• Uttar Pradesh (UP) is the second largest economy in India after Maharashtra, contributing 8.17% to India’s total GDP. • UP has a predominantly agrarian economy, agriculture being the highest contributor to the GSDP (Gross State Domestic Product) • 35% of the GSDP is contributed by the primary sector which includes agriculture, cultivation, fishery, mining activities, etc.

• Aims to promote tourism with pilgrims, as one of the key target populations • Focus on improving efficiency of the industry, for enhanced social and economic benefits • Focus on development of necessary infrastructure, creation of corpus funds for development of basic amenities, promotion of eco-tourism, restoration of ancient places and strengthening of the tourism departmental organisation.

• One of the top tourist destinations in India, with almost 25% of the All-India foreign tourists visiting Uttar Pradesh More than 71 million domestic tourists in 2003. • Agra was visited by more than 8 million domestic and 825,000 foreign tourists in 2006, followed by Varanasi, Lucknow, Allahabad, Vrindaban and Mathura

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• INFORMATION COLLECTION−Books in cluding tourism guide books, existing periodicals, broschures, information booklets, tourism website.

Research Process

• MICRO STUDY of the tourism spots/circuits. • Creating a VISUAL LIBRARY of pictures. • MACRO STUDY, studying the history of India and its impact locally. • The RELIGIOUS ANGLE • Gathering KEYWORDS • Identifying two words which will be kept in mind while designing the identity. • CASE STUDIES−International and National brands.

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Research from guide books, broschures, information booklets worked as more reliable source of information than the internet. The different materials were collected from the Tourism Ofiice in Lucknow.

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Research from the perspective of destinations, religion, arts, crafts and architechture, music and dance (folk and classical), cultural practices, toys, artifacts, festivals. 18

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Research from the perspective of destinations, religion, arts, crafts and architechture, music and dance (folk and classical), cultural practices, toys, artifacts, festivals. 19

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KEYWORDS

Mythology

Devotional

Etiquette

Intricate

Populous

Old world charm

Glory

Splendid

Transcendental

Valour

Secular

Refined

Ornate

Devotional

Diversity

Craftsmanship

Romantic

Heritage

Sacred

Immaculate

Grand

Chaotic

Traditional

Graceful

Divine

Spiritual

Revered

Renowed

Microcosm

Imperial Legacies

Festive

Artistic

Faith

Magnificent

Holy

Sophistication

Hospitality

Sublime

Religion

Exquisite

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Picture Library-I

CLOCKWISE FROM LEFT Taj Mahal Bara Imambara Chota Imambara Diwan-i-Am Tomb of Akbar at Sikandra Diwan-i-Khas Roomi Darwaza Panch Mahal Agra Fort Mariyamâ&#x20AC;&#x2122;s Tomb Itimad-ud-Daula Pachisi Court Arches of Diwan-i-Am Buland Darwaza

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Uttar Pradesh State-An Overview HISTORY The history of Uttar Pradesh is very much associated with the broad history of India. It dates back to 4000 years. Formerly the area of Uttar Pradesh was occupied by Aryans or the Dasas and their main occupation was agriculture. The Aryans through conquests occupied the adjoining areas. They laid the foundations of its civilisation in the region. During the Aryan inhabitation in the region that epics of Mahabharata, Ramayana, Brahmanas and Puranas were written. The state was the heart of Mahabharata war.

During the Mughal rule area witnessed the subjugation of the Rajputs whose power was confined to the a few pockets of Rajasthan. Uttar Pradesh reached the peak of prosperity during the Mughal rule, and particularly during the rule of Emperor Akbar. In due course of time, Uttar Pradesh witnessed the decadence of Mughal rule and the advent of the British. The Mughal influence was restricted to the Doab region. (The flat alluvial tract between the Ganges and Yamuna rivers in western and southwestern Uttar Pradesh)

It was sometime around the middle of the 1st millennium BC that Uttar Pradesh saw the advent of Lord Buddha and the spread of Buddhism. Around the time Lord Buddha delivered his first sermon at Dhamek Stupa in Sarnath, Uttar Pradesh was under the Magadh rule. During Ashoka`s role, several public welfare works was taken up. During the rule of Magadha Empire, Buddhism and Jainism developed into this region. It was a period of administrative and economic advancement.

The British East India Company came into contact with the Awadh rulers during the reign of third Nawab of Awadh. There is no doubt that the history of Uttar Pradesh has run concurrently with the history of the country during and after the British rule, but it is also wellknown that the contribution of the people of the state in the national freedom movement had been significant. Uttar Pradesh also played a key role in the 1857. From the rule of Rama to the rule of British, Uttar Pradesh has seen it all.

The power was subsequently shifted to the Nanda dynasty and then to the Mauryas. However the city reached its pinnacle of glory during the reign of Harshavardhana.

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Picture Library-II

CLOCKWISE FROM LEFT Ahoka Pillar Allahbad Fort Anand Bhavan Ayodhya Amethi Temple, Manikarnika Ghat Vishwanath Temple Ramnagar Palace Panchakroshi Temple Benaras Ghats Gita Mandir, Mathura 23

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RELIGION The majority of the people are Hindus while a large percentage of the population practice Islam. There are also a fair number of Christians in Uttar Pradesh. Lord Buddha. Known as the first missionary of spirituality, Buddha lived and preached in Uttar Pradesh and thus made the land as the ‘Cradle of Buddhism’. Lumbini : (In present day Nepal) the birthplace of Lord Buddha. Bodh Gaya : (In neighbouring state, Bihar) Where he attained enlightenment. Sarnath : Where he held his first public discourse. Kushinagar : Where he attained Mahaparinirvana (Demise). Kapilvastu : Where Prince Siddharth grew up as a child. Kaushambi : Where Buddha delivered many a sermons. Sravasti : His favorite monsoon resort.

FAMOUS PEOPLE Writers like Munshi Premchand, Mahadevi Verma, Srikant Verma, poets like Suryakant Tripathi ‘Nirala’, Harivanshrai Bacchan, Sumitra Nandan Pant, artistes of the stature of the shehnai maestro Ustad Bismillah Khan, Kathak wizard Birju

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Maharaj, tabla maestro Kishan Maharaj, the legendary Baba Allaudin Khan and his disciples Pt. Ravi Shankar and ghazal singers Begum Akhtar, Girija Devi and many more have lived and practised their art and craft here.

LANGUAGES SPOKEN Hindi, Urdu, Awadhi, Braj, Bhojpuri and English

PLACES OF TOURIST INTEREST Agra, Allahabad, Ayodhya, Ahicchatra, Bithoor, Chitrakoot Deogarh, Dudhwa National Park, Fatehpur Sikri, Gorakhpur Jaunpur, Jhansi, Kalinjar, Kanpur, Kapilvastu, Kushinagar Lucknow, Mahoba, Meerut, Sarnath, Sravasti, Sonbhadra Varanasi, Vindhyachal, Vrindavan.

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Picture Library-III

CLOCKWISE FROM LEFT Dharmekh Stupa Sravasti Sarnath Excavations Sarnath Jankikund Chitrakoot Jain Temples, Deogarh Kalinjar Jhansi Fort Jhansi Kalinjar Fort Dasavatar Temple, Deogarh

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CRAFTS Varanasi or Banaras besides being a holy place also has the distinction of being a world famous center of hand-made textiles saris. The ancient traditions of weaving is more preserved in Banaras than anywhere else.

Uttar Pradesh is the largest Brass and Copper metalware making state in India with thousands of establishments. In domestic-ware each of the scores of lotas (small water-pots) is known by the name of its origin, like Etawah, Banaras, Sitapur, etc.

One of the important crafts of Uttar Pradesh is Chikankari, which entails delicate and traditional hand embroidery. This form of handicrafts is mainly practiced in Lucknow.

PAINTING

Zardoji embroidery is another unique art where the embroidery is done in three dimensions. Zari works of Benaras are famous the world over. Pottery and exquisite metal ware products are also created on a large scale in Uttar Pradesh. Carpet weaving is also an important cultural expression of Uttar Pradesh. The state caters to 90 percent of the countryâ&#x20AC;&#x2122;s carpets and the carpet weaving centers in the state are primarily located around Mirzapur, Khamaria and Bhadohi. Pietra dura (hard stone) is the technique of inlaying of pieces of coloured stones resulting into some images representing a decorative art. Due to the Taj Mahal being one of the major tourist attractions, there is a flourishing industry of Pietra Dura artifacts in Agra ranging from tabletops, medallions, elephants and other animal forms, jewellery boxes and other decorative items.

The tradition of painting in Uttar Pradesh goes back to pre-historic times. The cave paintings of Sonbhadra and Chitrakoot depict scenes of hunting, war, festivals, dances, romantic life and animals. The golden period of Painting in UP was the Mughal Era. The art of painting attained its peak during the reign of Jahangir. The Mughal style of painting remains one of the greatest achievements of Asian culture and is unique in its concept, presentation and style. Another major pre-modern painting tradition of UP is known as the Garhwal School which was patronized by the Kings of Garhwal. Sanjhi Paper cutting art of Mathura flourished for hundreds of years mainly in the community of the Vaishnavs. Art-works were used to decorate temples, nat-mandirs and kirtan sabhas.The speciality of this art that produced superb creations was that the paper cutting were made without any previous sketching or tracing.

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Picture Library-IV

CLOCKWISE FROM LEFT Jali work (Itimad-ud-Daula) Pietra Dura, Agra Chikankari Lucknow Benarsi Sari Zardozi Work Carved Relief Work, Taj Mahal CLOCKWISE FROM LEFT Scupture of Krishna Miniature paintings of Mumtaz Mahal and Shah jahan Sarnath Excavations Sanjhi Traditional Paper Cutting Art, Mathura Cave Paintings at Sonbhadra Murals at Mahamaya Temple, Varanasi 27

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MUSIC Uttar Pradesh was the land of the great sages and hermits and the singing of ancient hymns and mantras laid the basic tradition of music, which has blossomed into a musical tradition. The medieval age saw the emergence of two distinct strands of music. One was the court music that found patronage in the Courts like Agra, Fatehpur-Sikri, Lucknow, Jaunpur, Varanasi, Ayodhya, Banda and Datiya. The second was the religious tradition emerging from the Bhakti Cult rooted and flowered in centres like Mathura, Vrindavan and Ayodhya. Rulers and musicians from Uttar Pradesh contributed to the prosperity of Hindustani music. CULTURE Uttar Pradesh has been the cultural seat of the country for a very long time. The history of Uttar Pradesh is fascinating, and it has shaped a rich cultural heritage of the state that has emerged as the focal point of the Indian culture. The Mauryans, the Mughals, the British, etc. all brought with them their own cultural traits. Music, dance, literature,

poetry, arts and crafts flourished under royal patronageLitterateurs, painters, dancers and musicians created masterpieces in their respective genres. FESTIVALS Diwali (celebrated between mid-October and mid-December) and Rama Navami are popular festivals in Uttar Pradesh. Kumbh Mela, organised in the month of Maagha (Feb-March), is a major festival held every three years in rotation at Allahabad, Haridwar, Ujjain, and Nasik on the river Ganges.Lath mar Holi is a local celebration of the Hindu festival of Holi. It takes place well before the actual Holi in the town of Barsana near Mathura. Taj Mahotsav, held annually at Agra. Buddha Purnima, which marks the birth of Gautama Buddha, is a major Hindu and Buddhist festival, while Christmas is celebrated by the minority Christian population. Other festivals are Vijayadashami, Makar Sankranti, Vasant Panchami, Ayudha Puja, Ganga Mahotsava, Janmashtami, Sardhana Christian Fair, Maha Shivaratri, Mahavir Jayanti, Moharram, Eid, Bakreed, Chhath puja, Lucknow Mahotsav, and Hanuman Jayanti.

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Picture Library-V

CLOCKWISE FROM LEFT Maha Kumbh, Sangam Allahabad Lathmar Holi, Mathura Deep Depawali, Varanasi Nagas and Sages Ganga Aarti Holy Bathing Rituals Benarasi Paan

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DANCES AND FOLK ART

WILDLIFE

Uttar Pradesh is the place where one of the six foremost classical dances of India, the Kathak, flourished. The word Katha, from which the name is derived, means story. It originated in northern India, during the 7th century A.D. Kathak has very intricate and complex movements of hands and feet along with facial expressions. The footwork is accompanied by the music of various percussion instruments such as tabla and pakhwaj, which are native to north India.

Uttar Pradesh is known for its extensive avifauna.The most common birds which are found in the state are doves, peacocks, junglefowl, black partridge, house sparrows, songbirds, blue jays, parakeets, quails, bulbuls, comb ducks, kingfishers, woodpeckers, snipes, and parrots. Bird sanctuaries in the state include Nawabganj Bird Sanctuary, National Chambal Sanctuary, Patna Sanctuary, Hastinapur Sanctuary, and Okhla Sanctuary.

Folk arts of Uttar Pradesh include these theatrical formsBraj Raslila, which is associated with the life of the lover-God, Lord KrishnaRamlila is another such art form dealing with the life of Lord Rama Charukala is another folk dance of the state. The dance of Charkula involves a female dancer balancing a column of lighted deepikas over her head while dancing.Rasiya describes the love of Radha and Shri Krishna. Charkula and Rasiya are native arts of the Braj region of the state.

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Other animals in the state include reptiles such as lizards, cobras, kraits, and gharials. Among the wide variety of fishes, the most common ones are mahaseer and trout. Some animal species in Uttar Pradesh have gone extinct in recent years, while others, like the lion from the Gangetic Plain and the rhinoceros from the Terai region, have become endangered. Many species are vulnerable to poaching despite regulation by the government.

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Picture Library-VI

CLOCKWISE FROM LEFT Kathak Raslila, Mathura Charkula, Braj Ramlila, Ramnagar 1

Gharial, Ganges River Saras Crane Rhinocerous, Terai Tiger, Dudhwa National Park

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Case Study (1) MADHYA PRADESH TOURISM

IDENTITY Resembles a seal Depicts wildlife of the state Creates element of interest Is EXOTIC−hidden magic Generates Curiosity Focus is on traditional and historic things−projected USP of the state.

Madhya Pradesh marketing campaign doesn’t lay much emphasis on the scenic beauty of Panchmarhi, Dhauladhaar waterfall etc., and focuses on traditional and historic things because that’s what they have decided to be the projected USP of the state. The brand statementfor Madhya Pradesh is not unique unlike Kerala, which stands for “Exotic”. Madhya Pradesh Tourism is not able to define unique brand proposition. This is because of wide variety of tourist places ranging from forests to old temples to hill station to tiger reservoirs. The logo itself states that ‘The heart of Incredible India’, it is a clearly case of extending brand of the Incredible India campaign. It also leverages the brand equity that the Incredible India campaign

has generated. Although the brand draws heavily from the original campaign, it sets its self apart from the original campaign by some very innovative and rather engaging way. PROMOTIONS__Madhya Pradesh tourism ads are known as one of the best and most creative ads across India. Each of its TV commercials has been innovative in nature and haveattracted a lot of eyeballs as well as generated curiosity. Besides communications, it also does promotions through publications as well as sales promotions. MP Tourism ads have enjoyed a tremendous popular appeal in the past. From its artistic execution to touching the pulse of millions of Indians.

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The first communication strategy says that “Hindustan kaDilDekho” and was created by Ogilvy& Mather advertisement agency. It was launched in April 2006. This campaign had a theme of Bioscope. The film shows all the tourist spot of in Madhya Pradesh and very artistically and aesthetically shot. The advertisement received a good response, and helped in creating a brand equity that Madhya Pradesh Tourism never enjoyed. After the launch of this advertisement campaign, the perception for Madhya Pradesh Tourism had increased exponentially. The advertisement was not only path breaking in terms of delivery but was also able to show its impact in terms of sales.

“Hindustan ka Dil Dekho” Bioscope 2009 campaign Creative idea taken from the word sightseeing, inspired by folk songs.Campign also extended to print media.

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Hindustan KaDil Dekho, the ‘EYE’ campaign

‘MP ajab hain sabse gajab hain’ Shadowgraphy Earthy and ristic jingle captures the essence

In late 2009, another campaign was launched. This time the theme had change to Eye. Through use of very beautiful eyes a very creative route has been adopted to explain what had been visited by the tourist and viewed by other.Interestingly, the first ad invited tourists to come and ‘see’ Madhya Pradesh, while the second ad narrates the tourist’s tale after he has visited the place. The creative idea for the new ad was, quite literally, taken from the word ‘sightseeing’.

There was again a change in the communication strategy for Madhya Pradesh Tourism. It was again Ogilvy & Mather that were responsible for the advertising campaign. This campaign, the third in a series of hugely popular and successful campaigns done in the past, is based on the ancient art of shadowgraphy. This art form woven around an earthy and rustic musical jingle captures some of the unique and surprising facts about Madhya Pradesh.The new advertisement has been positioned to capture people’s imagination from religion, adventure to history that the state offers.

‘Sau tarah ke rang, MP Malang hai’ brings its attractions to life with the colours of Holi

The new TVC shows tourists welcomed by young locals with coloured powder and water. In slow motion, as the colours reach the tourist, they take the shape of the key tourist destinations such as the Kanha tigers, Khajuraho sculptures, Mandu's Jahaz Mahal, Sanchi Stupa and Ujjain's Mahakal Aarti. In thought. the team has moved on from inviting people to recounting the experiences of Madhya Pradesh. This ad will not appeal to the common man, as it is possible that they won’t be aware about tourist attractions in Madhya Pradesh. Perception is everything when it comes to tourism ads.

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Madhya Pradesh Tourism print advertisements in INDIA TODAY Magazine

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Case Study (2) INCREDIBLE INDIA TOURISM

IDENTITY Depicts an optimistic and extroverted new India. Summed up by the simple yet profound exclamation mark.

Focus on mind boggling depth and intensity of the Indian experience. Campaign Reinventing every year−tone of voice too changes

The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil Creative Director, ogilvy and mather and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination. The promo campaign is making a powerful visual impact and creating a perception of India being a magical place to visit. Average travelers too appeared to find the campaign interesting and informative, going by favourable comments on blogs on travel websites Although the ‘Incredible India’ campaign was generally well received, industry observers differed in their opinions on the positioning of India in the campaign.

PROMOTION CONCEPT__If you look at the Western world, grey is the predominant color, thanks to the weather, the way the architecture is. It’s not really colorful. What people say a lot about India is that India is colorful. The needed something that’s unique to India, and we needed something that creates a unique experience for India. Colors came across as the theme that binds the entire thing. It was always brighter, it was always vibrant, it was always the magenta and reds and dark blues, that defined this part of the world and helped even in the online space where these kind of colors are normally not used on banners. And that is when the whole street and folk art of India came to life

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The campaign is also noteworthy in terms of tone. Headlines are more than just witty advertising copy―they project a much bigger social phenomenon a new India eager to make its presence felt in the global community. ‘Not all Indians are polite, hospitable and vegetarian

‘Not all Indians are polite, hospitable and vegetarian

‘Not all Indians are polite, hospitable and vegetarian 37

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THE COLOURS OF INDIA campaign emphasized Indiaâ&#x20AC;&#x2122;s diverse cultural spectrum. Featuring breathtaking images and colour-based headlines such as Coffee Brown and Red Hot, the campaign was launched globally in 71 leading newspapers and magazines. Using traditional and interactive media print, outdoor and the internet India was positioned as a unique and vibrant destination for tourists.

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THE INCREDIBLE INDIA TOURISM 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. These are the people who’ve truly embraced the culture and assimilated it into their being. Staying back is prompted by a decision that will change their lives forever. It is not a mere whim or adventure. It is the commitment of a lifetime. The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.

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INCREDIBLE INDIA'S CAMPAIGN IN LOS ANGELES the names of famous Hollywood movies were used as headlines set against images from India. A simple tongue-in-cheek approach appropriate for a town that lives and breathes movies.

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In March 2007, the global brand campaign was extended to the Internationale Tourismus Bourse (ITB) Berlin â&#x20AC;&#x201C; the world's largest travel and tourism show â&#x20AC;&#x201C; where India was participating as the Partner Country.

The campaign used the entire city as a canvas - covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signaling a new level of sophistication in India's branding strategy, the ITB campaign overwhelmed the international media and trade.

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Case Study (3) The earlier logo of Gujarat Tourism was ‘Toran’ which is tied at the entrance of Gujarati houses to welcome the guests. However the logo of ‘Toran’ has been replaced by a new logo that features saffron side-face of Gir Lion in order to highlight the leading tourism product that Gujarat uniquely owns, and obvious choice was the Gir lion that is found only in Gir Wildlife Sanctuary, the last abode of the Asiatic lion in the world, Junagadh The logo also has some traditional textile block printing style design in it. ‘BREATHE IN A LITTLE BIT OF GUJARAT’ Campaign is a series of advertisements.Selected tourist spots include Somnath Temple Gir Forest Kutch Dwarka Porbandar Lothal. Ads show the beautiful architecture heritage of Gujarat they also give a sneak peak into the vibrant Handicrafts making in the state and shows glimpses of the Rann of Kutch.

IDENTITY New identity has Gir lion and Kutch embriodery. The lion form resembles the map of Gujarat Two colour logo exhibit the vibrant culture Represents Power and Culture Old logo Toran welcomes tourists

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KHUSBOO GUJARAT KI Campaign is a series of advertisements promoted by Amitabh Bachchanâ&#x2C6;&#x2019;where he introduced a place. Chronicles of a traveller who dons the local attire. The campaign was launched globally in the first week of January 2012.

To take this initiative a notch higher, Gujarat Tourism was looking for a platform that brought a slice of Gujarat closer to the residents of the National capital and also taps the growing foreign travellers coming to India. Towards this aim, Reliance Broadcast Network Ltdâ&#x20AC;&#x2122;s proposed branding inside the premium Reliance Metro Airport Express stations as well as the full end-toend wrap of a Reliance Metro train.

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Case Study (4) Kerala was a relatively unknown destination, as most tourist circles focused on North India, especially Agra and Rajasthan. After the early 1980s, Kerala Tourism Development Corporation, the government agency that oversees tourism prospects of the state, laid the foundation for the growth of the tourism industry. Through upland marketing strategy, within a few decades, Kerala’s image got transformed as one of the top holiday destinations in India. Marketing is, indeed, alive and well in the world of tourism. “The idea was to develop Kerala into a premier destination on the world tourism map for upscale tourists by positioning Kerala as the holiday destination of the rich and famous.” Kerala Tourism has also started to offer rural tourism (where tourists can stay with the rural people and experience their lifestyle firsthand) and ecotourism (where tourists experience ecofriendly Kerala). GOD’S OWN COUNTRY campaign and brand statement Highway, Free Zone, High Rise, Workshop, Nightlife In god’s own country each of these transforms into exotic locales, activities and flora and fauna of the state. (High rise is not a skyscrapper but pirturesque mountains)

IDENTITY Being projected as Paradise Draws from the Hindu mythological story of Lord Parasurama, incarnation of Lord Visnu throwing his axe across the sea to create a new land for his devotees which is why its called God’s Own Country. Focus is on the exotic and sensory pleasures−ayurveda also appeals to all the senses

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The centuries-old tradition of ancient Indian AYURVEDA is fast turning Kerala into a global medical tourism destination, attracting holidayers as well as International celebrities to the state. Ayurveda, practised in Kerala in its traditional and authentic form, has been a major attraction for tourists. The tourism board is now planning to leverage its healing and curative aspects, along with its wellness system, to woo tourists during the monsoon season.

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Kerala Tourism new campaign features true stories of people finding love, bliss and peace in Kerala. The target group for the new campaign is the international traveller, although the same campaign is being used to target domestic travellers as well. The new campaign is targeted at international travellers. The main aim of the campaign is to educate visitors, travel agents and tour operators. Both in the domestic and international markets, the new campaign will be promoted extensively via television and print, and supported by Internet, radio and mobile. Kerala Tourism advertises heavily in countries such as the UK, Germany, France, Italy and other European Union countries. This year, it will add Australia as well to the list.

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Case Study (5) Edinburgh over the years has inspired many people, from all walks of life, to do great things. Place branding Objective is to promote the Edinburg area as a place to live work and visit and to inpire business in the area. This has been captured not only through the phrase ‘INSPIRING CAPITAL’, but also through the use of lines as a graphic device. The visual identity of the brand stems from the simple idea of inspiration and influence. The ‘lines of influence’ create a sense of the energy and direction of the past, present and future ambitions of the city. Focus is on the magical quality and the perfect destination for invention and creativity.

This brand began with the project team taking a good look at the Edinburgh city region. As the city is the main economic driver of the region, the brand is naturally focused on Edinburgh itself but reflects the strengths of the wider city region. It is a beautiful and highly ‘liveable’ city. Its compact size makes it easily accessible, and it is perceived to offer a great quality of life to its residents. It has an extraordinary heritage in innovation and boasts one of the world’s leading and most influential education systems. And on top of all that, most people think it’s safe place to live, work and visit. The idea was to promote these perceptions of Edinburgh to worldwide audiences, since internationally, the city isn’t so well known or understood. The brand had to convey a coherent message about the city to less familiar audiences.

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The lines gently echo some of the distinctive physical characteristics of the city region â&#x20AC;&#x201C; from the dramatic arches of the Forth Rail Bridge to the undulations of Arthurâ&#x20AC;&#x2122;s Seat.

The lines can be used as a device to support narratives, stories, facts, quotes and timelines.

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Case Study (6)

IDENTITY An edgy, vibrant design concept that captures the personality of a large, diverse, urban community. Immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable. A celebration of diversity and personal interpretation that is both future-proof and iconic. Focus is on cool sophistication on the world stage and to provide the city with a unified, flexible, and futurefocused image.

City of Melbourne is a dynamic, progressive city, internationally recognized for its diversity, innovation, sustainability, and livability. The city council had accumulated a range of isolated logos for various services, which had become increasingly difficult and costly to manage. The fragmentation of City of Melbourneâ&#x20AC;&#x2122;s identity meant equity was driven away from the core brand, and the council realized that it needed a long-term solution. City of Melbourne asked Landor to develop a cohesive brand strategy and new identity system. The new identity needed to overcome political complexities, improve the cost-effectiveness of managing the brand, and unite the disparate range of entities including the council, City of Melbourneâ&#x20AC;&#x2122;s destination brand, and an ever-growing portfolio of different initiatives, programs, services, events, and activities. We built the branding program based on the results of a thorough audit. The audit assessed public opinion and interviewed stakeholders who included local government officials, business owners, and community representatives.

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From large outdoor posters to online pages and small publications, the identity is instantly recognizable with an impact that captures and contributes to the exciting atmosphere of a modern diverse city. The concept gave the design team the flexibility to produce dozens of variations on the logos, providing unified but distinctive sub brand identities for the many organizations and programs that need them.

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Case Study (7) Using logo design to fulfill a brandâ&#x20AC;&#x2122;s broader strategic goals with an appeal beyond the immediate customer base. The Port of Long Beach is a major shipping port in southern California and needed a fresh brand identity to help convince nearby communities that it would be a good neighbor and not a threat.

IDENTITY Integrates all elements of the community-a ship, people, buildings, trees, seabirds, fishinto a single flourishing world, painted in vibrant colours watercolour, capturing the local spirit. Focus is on implies change, progressive thinking and growth. It has an organic youthful optimism.

Siegel+Gale Branding recommended that the port of Long Beach reinvent its brand in more emotional terms, emphasizing harmony, healthy living and a balance between thriving trade and a thriving local community. It needed to position itself as a community protecting the ecosystem living and working in harmony and building a flourishing community. A complex, meticulously crafted icon represents the many facets of port life beyond shipping. The right proportions ensure clarity and readability. The process of developing the mark for this logo involved carefully selecting and sizing its individual elements and blending them into a harmonious whole.

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Case Study (8) A mixed use development near Doha in Qatar with natural greenery and the retail, living and working spaces. The icon combines a representation of the wind with an abstract compass that shows the wind direction. The swirling mark and the light, elegant typeface is grounded in North Gateâ&#x20AC;&#x2122;s location on the Gulf coast and presents the development as a world class experience with a high level of design and relaxing comfort.

IDENTITY Focus is on sophistication, relaxation and style.

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Tourism Identities of Other Indian States

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NTERNET, EMAIL, WEBSITES, WEB BANNERS • EVENTS HELD TO PROMOTE TOURISM NEWSLETTERS, BROCHURES, FLYERS • • IN EVENTS AS A SPONCER PARTNER •

• NEWSPAPERS AND PUBLICATIONS BANNERS, HOARDINGS AND SIGNAGES • • SOUVENIRS

PRINT ADS, TV ADS, RADIO ADS • FESTIVALS

•

• VEHICALS

EMPLOYEES •

Brand Touchpoints

SERVICES • SOCIAL MEDIA • EXHIBITIONS

• PACKAGING • BLOGS • TRADESHOWS

•

• NETWORKING PLATFORMS • TOURISM DEPARTMENT INITIATIVES

PUBLIC RELATIONS

• ENVIRONMENT- SIGNAGES

•

• TIE-UPS WITH AIRWAYS, HOTELS

IDENTITY COLLATERALS AND STATIONERY

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Colour Palette STEP 1: Primary Palette

The chosen colour palette was inspired by Uttar Pradesh and its many spectacular sights. The colours reflect not only the culture of Uttar Pradesh but also the vibrancy and heritage of the region.

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STEP 2: Deriving the Palette Palette 1

Palette 2

Vibrant and youthful

Subtle, warm and tradional

The colour palette should be WARM AND RICH The colours should reflect history, richness of culture and warmth. VIBRANT AND TRADITIONAL The colours should reflect the vibrancy and values traditions. .

The colour palette relied more on attributes like spiritual, divine, faith, heritage etc rather than being based on circuits. This page from the notebook shows how exactly I arrived upon these colours.

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PANTONE 1375C

PANTONE 492C

C 2

C 0

C 31

C 13

M 78

M 48

M 89

M 0

Y 100

Y 63

Y 83

K 0

K 22

K 47

R 235

R 248

R 148

R 136

G 233

G 151

G 53

G 140

B 223

B 29

B 70

B 47

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PANTONE 1665C

STEP 3: Final Palette

The colour palette is subtle, warm, rich and traditional. The subdued colours bring out the old world charm and the maturity it has undergone as it stood the test of time.

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Concepts(1) Taj Dome, Benaras Skyline The onion dome or bulbous dome is a bulbous shape tapering smoothly to a point, strongly resembling an onion, after which they are named. Benaras is not simply a civic unit but also a religious unit. People come to Benaras ghats and collectively dissolving the river ganga represent a vision of manâ&#x20AC;&#x2122;s relation with nature.

Exploring forms within the identity

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The jewel in the crown meets the divinity and spiritual fervour of Benaras. The logo also brings to focus the river Ganga-Hindus regard Ganges as amrita, the elixir of life, brings purity to the living and salvation to the dead. Not just Benaras but also because of the presence of the river Ganges ghats are pretty common in Uttar Pradesh. The graceful curves of the dome does not blend harmoniously with the chaotic skyline of Benaras and the idea that a logo is the representation of the organization in its simplest form does not come through.

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Concept(2) Taj Dome and Benarsi sari (a) In the ancient time Banaras was famous for the weaving of cotton saree and dress materials, but slowly switched over to silk weaving, during the Mughal period around 14th century weaving of brocades with intricate designs using gold & Silver threads was the speciality of Banaras.

UTTAR PRADESH TOURISM

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Concepts(miscellaneous)

Focus on religion

Form Exploration

Could not relate to Uttar Pradesh

Human forms look generic

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Concepts(4) Buland Darwaza, Benarasi sari Buland Darwaza was built by the Mughal emperor, Akbar in 1601 A.D. at Fatehpur Sikri. The Buland Darwaza is semi octagonal in plan and is topped by pillars and chhatris and echoes early Mughal design with simple ornamentation, carved verses from the Koran and towering arches. Banarasi saris are historically considered to be among the finest saris in India. These saris are made of finely woven silk and are decorated with intricate design. Their special characteristics are Mughal inspired designs such as intricate intertwining floral and foliate motifs, kalga and bel, a string of upright leaves called jhallar at the outer, edge of border is a characteristic of these sarees.

Perspective used to bring out the magnificence

Form taken from jali screens (Agra)

Benarasi Sari motifs simplified

Looked Stout

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UTTAR PRADESH TOURISM

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X X

UTTAR PRADESH TOURISM

This logo attempts to capture the finesse, craftsmanship and grace of a Benarsi sari. Clean bold lines urges people to enjoy the finer thing in life and pays tribute to the traditions that have survived.

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Concepts(5) Mughal colonnaded arches Mughal architecture is the distinctive Indo-Islamic architectural style that developed in northern and central India under the patronage of Mughal emperors from the 16th to the 18th century. Mughal architecture is a remarkably symmetrical and decorative amalgam of Persian, Turkish, and Indian architecture. In classical architecture, a colonnade denotes a long sequence of columns often free-standing, or part of a building.

Diwan-i-Am. colonnaded arches

Entrance doorway to a typical Benaras house

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X X X

The openess of the counterform invites people to explore the many possibilities the state has to offer. The solid bold form will inspire faith and trust in the services of the Uttar Pradesh State Tourism. The identity also brings out the grandeur and the imperial leagcies of the state.

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Concepts(6) Taj Mahal Taj Mahal is a monument of symmetry. From the formal gardens divided into four sections, to the four minarets that continue this symmetrical theme. Located at each of the corners of the raised marble plinth the minarets repeat the right angles that. The main structure is cubical. The windows create arched recesses which are perfectly arranged on both stories. The central circle at the base arches upward to create the famous onion dome. The Taj Mahal is a fine example of geometry. The total effect combines to make one of rhythm and harmony.

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X X

Takes the iconic imagery of the Taj and celebrates the symmetry. The simplicity makes it more comtemporary. The image of Taj will help leverage the tourism traffic especially international tourists. The typeface selected repeats the same symmetry as the form to amplify the effect.

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Concepts(7) Taj Dome and Benarasi Sari Considering that the Taj is the most visited tourist destination in India, it became essential to capture the same within the identity. Benarasi sari motifs adds finesse, craftsmanship and grace.

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X X

This identity celebrates the symmetry along with the beauty of Benarasi sari. The Taj Dome and the Benarasi sari add a layer of regality.

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Final Concept Taj Dome and Benarasi Sari This identity celebrates the magnificence of the Taj along with the beauty of Benarasi sari. The simplicity makes it more contemporary. The iconic image of the Taj will help leverage the tourism traffic especially international tourists.

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Identity Font Families

DISPLAY FONT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Droid Sans Bold

Modified Identity Colours

PANTONE 7577C R 245 G 138 B 84

C M Y K

0 56 72 0

HEADINGS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Roboto Medium

Body Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Roboto Regular

PANTONE 7504C R 164 G 140 B 109

C M Y K

35 40 60 6

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Identity Stationery

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Identity and Website Design

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