Logo options for CARA

re-design of a logo for

Central Adoption Resource Authority Secretary, Central Adoption Resource Authority Ministry of Women & Child Development Government of India

1st Presentation } alternative concepts

03 August 2012

Tarun Deep Girdher Associate Sr. Faculty, Graphic Design Head, Printing Labs National Institute of Design, Paldi Ahmedabad 380 007. India T. 079.2662 3692 -95. extn 1062 E. tarundg@nid.edu

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RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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The Central Adoption Resource Authority (CARA) is an autonomous body under the Ministry of Women and Child Development, Govt. of India, which functions as a Central Authority in the matter relating to in-country and inter-country adoptions.

THE DESIGN BRIEF

it should be a symbol, with the acronym of the organisation, in English.

CARA is associated with various recognized adoption agencies, Specialized Adoption Agencies (SAA) and State Adoption Resource Agencies (SARA) at state governments’ level. It is associated with various allied

The key adjectives which the symbol should represent are, Loving family for every child

Central Government Departments, affiliated Foreign Adoption Agencies (AFAAs), Embassies and Consulate General Offices, Govt of India, Foreign Diplomatic

Every child needs love, affection and

Missions in India etc. a nurturing family

Easy to remember & Simple to replicate

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CONCEPT 1 • THE EMBRACING FAMILY

The embracing family is based on the continuous love which parents shower on their children and the care and concern they have, irrespective of the age. The visual is simple—hand drawn continuous single line which changes shape to form a family, hugging the child with love, indicating acceptance of the (adopted) child into the folds of their family. The typography is such that the extension of the ‘r’ sort of gives extra protection to the ‘a’, making it unique. The colours are warm and welcoming, distinctly different. Overall, the form is very easy to draw, engaging and easy to reproduce in single colour across various applications.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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CONCEPT 2 • AFFECTION & NURTURING

This approach is inspired by ‘every child needs a loving and caring family’. Rendered in simple lines, the gestures of the family with the child expresses love, affection and a nurturing feel. The lettering complements the line quality in its form and shape. The neutral blue colour stands for the calmness and satisfaction of being loved and cared for. An eye-catchy, easy to remember visual, it is easy to represent across various applications and media.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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CONCEPT 3 • COMPLETING THE FAMILY

An illustrated and direct approach, this visual indicates the completing of the family with the (adopted) child coming into its folds—bringing happiness to everyone. Easy to relate and simple to remember, this approach uses the happy and cheerful yellow with the calm and peaceful turquoise, making it distinctive in its visual appeal. The hand written lettering complements the visual style and helps associating with the theme of children. Simple and easy to represent in one colour without losing the essence of the idea.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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CONCEPT 4 • THE BLOOMING BUD

This approach reflects the blooming of the bud in an environment of love and care. The entire family rallies around the (adopted) child, including her into the family, nurturing her growth. A very bold and symbolic form, rendered in turquoise colour, reflects the peace and calm arising from a sense of belongingness. The variation of the colour in the letter ‘A’ stands for adoption — it is different, but yet belongs to the same family. A simple form, it is very easy to reproduce across different surfaces and applications.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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CONCEPT 5 • THE SMILE-IN-THE-HEART

This a very happy approach—the heart represents the love and commitment of two adults to give a happy life to a child. The form is such that the white child (adopted) is included in the family and her hands are high with joy, making the heart smile. The colour has strong associations with the notion of love and care, making it memorable. The form is simple, with straight-forward and honest typography, making it easy to remember, and reproduce even in smaller sizes, across a variety of surfaces in different techniques.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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CONCEPT 6 • LIMELIGHT OF HAPPINESS

Inspired by the joy a child gets when they play with balloons, this approach focuses on the happiness the (adopted) child gets when they ‘belong’ to a family—a family which cares, nurtures and loves the child. Overall, a very dynamic form, the gesture of the ‘happy’ child is complemented by the overlapping circles in bright cheerful colours. These circles denote the family, friends and social circles, which give the child a new life. Simple and easy to represent in one colour without losing the essence of the idea.

RE-DESIGN OF LOGO FOR CARA • 1ST PRESENTATION

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re-design of a logo for Central Adoption Resource Authority â&#x20AC;˘ alternatives presented

www.nid.edu

Client Central Adoption Resource Authority Government of India Design Firm National Institute of Design, India Design Team Tarun Deep Girdher & Nandini Krishnamurthy ÂŠ 2012. NID & Tarun Deep Girdher

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