Alternatives for Design of logo for RTI -India

design of a logo for

right to information Department of Personnel Training, Ministry of Personnel, Public Grievances & Pensions.

Government of India

2nd Presentation } alternative concepts

03 June 2010

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

The following alternate concepts were presented on 8th April 2010 for feedback and selection of the approach. Based on the feedback in the meeting, the redefined brief for the logo was as follows: • emphasise on information sharing • transaction between two stakeholders • easy to replicate & reproduce • from the government

SEEKING INFORMATION

design of logo for right to information • 2nd presentation

OPEN FILE

SIR, I HAVE A QUESTION

TRANSPARENT TRANSACTION

The approach of ‘Open File’ & ‘Transparent Transactions’

The NID team further worked on the short-listed

were short-listed for further design development.

approaches (in terms of it’s visual representation and semiotics) and also developed fresh alternatives for the logo. The following pages present these revised/new alternatives concepts.

© tarun deep girdher & nid • june 2010

concept R 2.1 transparency + equal transaction

Transaction of information between two stakeholders in a transparent manner.

The two hands representing the key stakeholders and the paper in between portray the sharing of information in a transparent manner (the paper is transparent, as one can see the fingers from underneath).

The RTI Act is an empowering act. This is indicated by enclosing the symbol in a perfect circle – in focus and of top priority. of sharing information is top priority and the centre of focus (set in a circle).

The symbol is set in deep brown indicating its humbleness and approachability – for the masses; and is easy to reproduce using various methods of reproduction.

oriya / tamil hindi / malayalam / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

concept R 2.2 transparency + equal transaction

Transaction of information between two stake-holders in a continuous and transparent manner.

The transparent piece of paper in the centre is a metaphor for information which is seeked by and provided.

The hands represent the two key stakeholders – the government and the citizens.

The two arrows in a circular motion makes it dynamic and action oriented – indicating a promptness in response and round the year.

The left aligned typography, below the symbol makes the overall configuration more dynamic. The single colour logo in warm brick red is indicative of the foundation of transparency and good governance. It is simple to remember and easy to reproduce across various media.

oriya / malayalam hindi / tamil / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

concept R 2.3 transparency + equal transaction

Transaction of information between two stakeholders in a continuous and transparent manner.

The transparent piece of paper in the centre is a metaphor for information which is seeked by and provided.

The hands represent the two key stakeholders – the government and the citizens.

The ‘hand drawn’ rendering of the visual makes it more approachable and humane in its process – people first.

The linear logo in a single colour – a happy and positive magenta, makes it memorable and stand out in the crowd (of most other logos which are deep blue in colour). The form is simple, easy to describe verbally and to replicate across media.

hindi / tamil oriya / malayalam / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

concept R 2.4 open file + progressive development

The open file, sharing and progressing together.

This concept is embodied in this logo in a very direct manner. The authority figure (government) towards the bottom and the citizens of the country, represented by five circles, reflects the process of sharing. The white rectangle in between these two stakeholders portrays the open file and stands for transparency and honesty.

Portraying two way transaction, the overall logo along with a central aligned typography, creates an upward arrow indicating progress and growth for one and all.

A very simple form, the logo is very easy to replicate.

The black and grey colour makes it high in visual impact and memorable.

hindi / tamil oriya / malayalam / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

concept R 2.5 open tHE LOCKED INFORMATION

The RTI Act, portrayed by a single sheet of white paper stands for ‘access to information’.

This symbol uses the metaphor of ‘throwing the light’ to get clarity. The shadow of the paper, in the form of an open lock implies presence of light from the other side – the light of good governance. The open lock signifies the access to information. The overall position of the paper and the shadow at an angle along with the asymmetrical position of the typography lends it an unmatched dynamism.

As a whole, the logo also looks like a ‘tick mark’ (this is correct!). The simple visual form of this logo is very easy to remember, visually describe and easy to replicate (even draw).

oriya / tamil hindi / malayalam / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

concept R 2.7 EQUALITY OF INFORMATION + TRANSPERANCY

A very simple and iconic logo. A sheet of paper with information on it, and the authority figure behind it – providing the information. This represents the two key stakeholders in the process of sharing information under the RTI Act. The lines of information on the sheet of paper are rendered in a manner that makes it look transparent, showing through the form of ‘i’ from behind. The solid form of ‘i’ is a very simplistic portrayal of the human form and can also be related to the ‘i’ for information.

As a form, the logo is very simple in its shape and structure making it easy to remember, recall and replicate with minimal distortion.

The bright blue colour stands for transparency and purity (free from malpractices) of process.

oriya / tamil hindi / malayalam / english design of logo for right to information • 2nd presentation

Š tarun deep girdher & nid • june 2010

colophon: case studies

While working on this project of a logo for the RTI Act, we were very aware of the fact that such a logo (for the masses) needs to have a pan-India appeal. This means that the logo should be as simple as possible in its visual construction, and also in the semiotic perceptions of the overall form. The message should be direct and uncomplicated.

This would enhance the potential of the logo to be easy to recall or remember, describe it verbally and make it easy to replicate (even by children as a part of a painting competition) with minimum distortion.

Any logo (irrespective of the thought behind it’s making) needs to be promoted suitably with its intended target group, to create the required levels of recall value and identification.

ITC welcom group

delhi transport corporation

design of logo for right to information • 2nd presentation

mother dairy

water mission

govt. of gujarat golden jubilee year

employees social insurance security

national productivity council

mid-day meal scheme

Our vision for the RTI logo is one, which is very simple and uncomplicated; easy to remember and easy to draw/replicate – more like an icon rather than an illustrative symbol. © tarun deep girdher & nid • june 2010

design of a logo for Right to Information • alternatives presented

www.nid.edu

Client Department of Personnel Training, Ministry of Personnel, Public Grievances & Pensions.

Government of India Design Firm National Institute of Design, India Design Team Tarun Deep Girdher Deepak Mahavar

Š 2010. NID & Tarun Deep Girdher