1st pres thrive logo bookwebfeb2014 by Tarun Deep Girdher

re-design of a symbol/logotype for

THRIVE! Shri Anil Bhatnagar Corporate Trainer, Author & Reiki Consultant. THRIVE! 305 Vindhyachal Tower, Kaushambi Ghaziabad 201 010. India

alternative concepts 16 February 2014

Tarun Deep Girdher graphic design consultant | design educator | hand book binder Senior Faculty, Graphic Design & Head, Print Labs National Institute of Design Paldi, Ahmedabad 380 007 +91 9825 024 076 tarundg@gmail.com behance.net/tarundeep

is a mark that at once reminds you of a product, a company, an organization, an individual or a service. It is a graphical representation that explains the area of operation, the philosophy, the functioning and the expanse of a company. To use a much flogged phrase, a picture that is worth a thousand words. visual identity

WHAT IS A GRAPHIC LOGO OR A SYMBOL? A logo is defined, in the simplest terms as any symbol is initially accompanied by the

The symbol or visual representation of an organisation is known by various terms by people from different areas â&#x20AC;&#x201C; A corporate relations manager will speak of it as a corporate identity whereas a defence personnel would identify with an insignia of the regiment and an individual seeking a unique recognition mark may request for a monogram. Generally speaking, people are familiar with either the term Symbol or Logo.

full name of the organisation. It is designed in a specific style to go well with the symbol. Like the symbol this cannot be changed.

If we define a symbol as a visual image that is created to represent the idea of an organization, it is a symbolic yet simple form that expresses the organization in terms of its activity and philosophy. We can speak of a logo, an emblem, a sign, a masthead, a monogram. What they all have in common is that they represent and encapsulate the graphic form of an identity.

It has to maintain the same style. In most cases of application, the symbol and logo appear together. The symbol and the logo together form the identifier. Symbols can either be logotype or visual abstractions.

On one hand, there is the tangible, physical, recordable appearance of the organisation, represented by the visual -- shape & form, colour, typography and a general relationship of elements unique to the design and its visual identity. On the other hand, there is the intangible visible feel associated with elusive ideas such as stability, networking, growth etc., which evoke emotions related to the nature of activities carried out by the organisation. A logo is only a part of the overall corporate identity. A visual symbol is designed, but an identity is created by the consistent use of various design elements over a period of time, across several applications related to the organisation. An identity is more than a design image. It is a visual with a unique character, a combination of the reputation, name, corporate culture, operations and values of the organisation, brand or event it represents.

RE-DESIGN OF LOGO FOR THRIVE! â&#x20AC;˘ 1ST PRESENTATION

LOGOTYPE

VISUAL ABSTRACTIONS

DESIGN MANUAL

Often, the symbol is in the form of a logotype where the visual image is created by using the initial alphabets of the name of the organisation. The alphabets are put together in a way that besides merely reading them one is able to perceive them as a form as well. This form created with the help of letters of alphabet in turn helps to project the idea behind the organization. This is generally used to by organizations that want to be known by their initials.

A visual abstraction projects the image of an organisation through a visual form. These forms are not illustrative representations but abstract and simple. Simple forms are used for identification, better retention and recall value. These abstract forms are designed to suggest the philosophy and activities of an organisation in visual terms.

A design manual recommends all details facilitating consistent quality production of all items, that carry the logo, identifying the organisation. The primary function of the manual is standardisation of style, size, colour and orientation of the symbol and logo in the context of it’s use. Thus it helps reprint or reproduce the visual identity of the organisation consistently and correctly at all times.

NCERT / National Council for Education Research and Training CRY / Child RIghts and You ICSI / Institute of Company Secretaries of India BHEL / Bharat Heavy Electricals Limited

Human Rights Commission National Book Trust, India Swashakti U P State Organic Certification Agency

Every problem reveals spiritual lessons we are yet to learn and integrate in our lives. THRIVE! is committed to make a visible difference in the happiness level of humanity. A majority of us spend a major chunk of our waking life at worknot with our so-called families. We, at THRIVE!, want to ensure that almost no one should be allowed to suffer at work place-especially the sincere people. MISSION To ceaselessly learn, assimilate, test and then provide to others through training workshops and all other possible mediums, the know-how and awareness that can connect people and corporations to the subtle laws of nature and their own intrinsic truth and purpose. To draw people and corporations out of their survival/scarcity consciousness, comfort zone, mental blocks, conditioning and the tendency to play safe and make them taste the excitement of challenge, the thrill of accomplishment and the bliss of ‘Thrive!’ consciousness instead. To make people and corporations ceaselessly and progressively grow in their competence, commitment, contribution, and prosperity naturally, joyfully and almost effortlessly through the awareness of the Nature’s infinite orchestrating power that they can harness to do so.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

VISION To redefine the impact that should be expected from behavioral workshops. To be a brand name recognized and respected worldwide and to be undisputedly India’s most promising and trusted company in the field of Behavioral Trainings-a force to reckon with in the empowerment of Indians through attitudinal transformation. CORE VALUES To perceive every participant as God in disguise and every workshop as a God-sent opportunity to serve Him with the utmost sincerity, humility and devotion we have at our command. To focus not merely on providing information for the mind but also on ensuring the needed lasting transformation of the heart and habits, while preparing the modules and while conducting the workshops. To provide indices for the participants to measure their progress for regular self-evaluation. To delight our customers with our commitment to the cause-not just satisfy them. To act as a powerful agent to trigger lasting, ceaseless and progressively growing self-driven positive change.

The various proposals for the new logo / symbol for THRIVE! have evolved around three major tracksof thought— Interaction, Communication & Connection, Accomplishment & Self-realisation, and Growth & Prosperity.

Graphically speaking, the logo / symbol aspires to have the following features: unique in it’s aesthetic appeal, easy to recall (& remember), easy to identify & easy to reproduce across media.

The desirable cognitive attributes in the logo, thus are: self realisation, metamorphosis to harmonious state, assuring & confident, uniqueness of an individual & team work, inter-relationships.

http://anilbhatnagar.com/index.html

CONCEPT 1 WHOLE IS

This concept is based on a logotype — where one can

GREATER THAN

not only ‘see’ the visual identity, but can also ‘read’

SUM OF PARTS

what is written. Set in letters of the English language, each letter is carefully crafted for achieving the critical level of recognisability and readability. Though the whole form is made up of many smaller elements, one is able to percieve the whole word. The proposed visual identity thus operates at two levels of meaning making — 1) The whole is always greater than the sum of parts; and that is the wholesomeness which THRIVE! helps it’s participants to attain. 2) There are different elements which come together, complimenting and adding value to each other – thus completing the larger picture. The emphasis is on team building (team: together, everyone, achieves, more). The colours used are soothing, welcoming and trustworthy. The overall visual image is confident, upright (‘...we know what we are doing’) yet sophisticated with an understated elegance. With interplay of colours, the letters, ‘HR’ are very subtly highlighted.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 2 EXCITEMENT

This concept is also a logotype, set in a rectangular

OF SELF -

enclosure, very thoughtfully placed towards the top

REALISATION

right corner — which is also associated with the northeastern direction, bearing positive energies. Set in letters of the English language, each letter is carefully crafted, with the variations within the letters narrating a strong concept. The initial letters are not connected fully, reflecting a certain disturbance— professional, personal or other. The letter ‘i’ with the dot on top portrays the individual who is at the core of all activities of THRIVE! It is with this intervention or facilitation, we (the letters, ‘ve’ in the logotype) transform the individual through a process of selfrealisation to attain a state of peace, calmness, greater self control, eventually leading to success (portrayed by the slightly bigger exclamation mark). The identity is created in a single colour with the typography in reverse. This warm hue represents a peaceful yet energetic state. Set in capital letters with uniform thickness strokes, the overall visual image is confident, upright (‘we know what we are doing’) with a welcoming demeanour.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 3.A BALANCE AND

This concept is also a logotype, set in a regular,

DIVERSITY

unobtrusive font, which appears to be very ordinary at first glance, but has an embedded twist to the tale. The logotype is nested harmoniously within a rectangular shape evoking a well composed, professional and balanced image. The contrast between the thick and thin strokes of the letters, specifically in the capital letters, ‘H’, ‘V’ and ‘E’ is representative of the diversity and variations in life. The capital letter ‘H’ and the small letter, ‘r’ are integrated with each other, thus emphasising ‘HR’, which is the main focus of THRIVE!’s various programmes. This proposed identity is thus celebrating the diversity of clients associated with THRIVE! and at the same time, evoking a strong professionalism and consistent commitment to excellence in it’s delivery. The identity is created in a single colour. This warm plum hue represents a peaceful, welcoming demeanour yet a robust and confident personality.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 3.B POSITIVE,

A variation of the previous idea, this concept is also a

LISTENING &

logotype, set in a bold geometric font, which is rather

ACTION

unobtrusive and robust at first glance. The logotype is nested harmoniously within a rectangular shape evoking a well composed, professional and balanced image. The first letter ‘T’ is tweaked to look like a plus sign — a direct connotation with positive — positive energy and addition, adding value. This is made possible with the act of ‘listening’ which is portrayed by the opening quote mark as reflected in the small letter, ‘r’. The process of self-realisation is represented by the equally bold and prominent exclamation mark. This proposed identity is thus portraying directly, an associative visual of positive thinking and listening leading to the act of self realisation. This is the promise which THRIVE! offers to all it’s clients. The identity is created in a warm glowing single colour. This golden yellow hue represents the rising sun marking the beginning of a new dawn and complements the bold and robust form of the proposed logotype.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 4 THE DOOR OF

This concept is a combination of visual abstraction

OPPORTUNITY

and logotype. The un-refined circular form in the background with uneven edges is representative of the variations and undulations of life (not all rides are smooth, all the time). This situation often relegates people to merely survive at the bottom of the base, not fully realising their true potential. The name, THRIVE! is set in a solid, upright font with a unique character evoking confidence. The triangular shape above the logotype along with the base is leading the eye into the white rectangle, which portrays the door of opportunity. Thus the basic symbols of Reiki — the circle and the triangle are combined with a rectangle to tell a strong narrative. THRIVE! helps under-performing people at the base to rise up, following the direction of the triangle, discover new doors of opportunity — not only for themselves but their organisations as well. The door, portrayed by a rectangle is in the proportion of 1:1.25, following the adage of ‘sawai’ — a quarter more than the wholesome one (ser ka sawa-ser). The colours used are fresh and inviting at the same time, creating a unique combination, representing a fresh beginning with THRIVE!

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 5 INTERACTIONS

This concept is also a combination of visual abstraction

AND

and logotype, based on the track of communication,

REFLECTIONS

reflection and bliss. Set in a taller looking typeface, THRIVE! is in all lowercase letters indicating the essential qualities of humility and humbleness. The graphic elements above the name are representing two main actors — the person & inner soul; or the trainer & the trained. The delicate connect between the two similar forms indicates communication and reflections. The white counter space formed in the interaction of these two forms along with the circle on top is also indicative of a human body with raised arms in happiness and joy, signifying a sense of accomplishment. Essentially the configuration of lettering and form, as seen in the two vertically aligned circles above the letter ‘i’ is portraying, the self-worth, and realisation of potential taking them to the next higher level with THRIVE! The colours used are unique and trustworthy. The overall visual image is confident, upright (‘we know what we are doing’) yet sophisticated with an understated elegance.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

CONCEPT 6 INTERACTIONS,

This concept is also a combination of visual abstraction

EVOLUTION AND

and logotype based on the track of interaction,

BENCHMARKS

communiction and reflective thinking. The lettering is a simple, yet elegant bold face set in small letters indicating humility and humbleness. The form above the lettering represents two ideas at the same level —1) it signifies two human forms interacting with each other, 2) the similar looking, yet different shapes are indicative of a transformation and metamorphosis - the sharp edges become rounded and smooth indicating a more wholesome and tolerant personality. The three circles in horizontal alignment along with these four shapes — total seven shapes also signify the seven energy levels (chakras), which are the very basis of optimum self realisation to achieve the true potential in performance. The counterform above the lettering created by the placement of the shapes is an upward moving triangle which indicates progress and growth. The monotonous blue color scheme is gentle, welcoming yet confident and trustworthy. The overall visual image is one of peace and bliss yet sophisticated with an understated elegance.

RE-DESIGN OF LOGO FOR THRIVE! • 1ST PRESENTATION

3A.

3B.

re-design of a logo/symbol for THRIVE! • 1st Presentation — alternative concepts

Client Shri Anil Bhatnagar Corporate Trainer, Author & Reiki Consultant.

Design Tarun Deep Girdher, for Surajmukhi Kitab Kendra

Printed on 170 gsm matt art card at Sonal Xerox. Set in TodaySB designed by Volker Küster