re-design of a logo for
National Book Trust, India Director, National Book Trust, India Ministry of Human Resource Development, Government of India
alternative concepts
16 April 2013
Tarun Deep Girdher 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
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
The National Book Trust, India (NBT) an autonomous body under the Ministry of Human Resource Development,
The key adjectives which the symbol should
Govt. of India, is a highly professional multilingual
represent are,
publishing house working towards the promotion of books and developing reading habits among the masses.
Importance of Books & Reading Habits, Aesthetic & contemporary approach
Publishing forms a major activity of the Trust. It publishes a wide variety of reasonably priced quality books ranging from works of fiction to books on Medical Sciences and cutting
and with Bold Graphic Value
edge technology for all segments of the society and for all age groups, including a wide variety of illustrated books for children. Over the years, the Trust’s determined efforts in
Easy to remember & Simple to replicate
developing a strong and inclusive policy towards publishing is also apparent in the variety of books published for visually handicapped and the neo-literates. The need for a new NBT-India logo involves a few speculations. The visual element like Banyan Tree are commonly used by Dabur India, TOI (The Speaking Tree), Woodland and many Hotels & Resorts, etc. Reducing the size of the current logo eliminates the details of the identity, making it more difficult to reproduce in smaller sizes. Moreover, the current logo seems to be missing a bold graphic value.
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 1
THE DROP OF KNOWLEDGE
This approach is based on the concept of
The form represents the contemporary picture
Indian roots, combining the elements of Indian
of knowledge & wisdom. It visually captures the
identity — ‘Bindi’ for growth and prosperity and
fiery and passionate enthusiasm of the reader
the Banyan Tree for stability and strength. The
with red as the key colour. It has direct associa-
banyan tree reveals into the flying leaves of an
tions with the ‘Indianness’ of the organisation,
open book.
in a simple and engaging form.
The graphic form depicting the Banyan Tree
The type chosen is a bold slab-serif, providing
and the Open Book integrate to create a
a strong base to the form. The name ‘nbt.india’
homogenous symbol. They further merge with
suggests the future & potential of the organisa-
the ‘Bindi’ to provide depth to the concept.
tion in the web publishing as well.
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
www.nbtindia.org.in
nbtindia@nbtindia.org.in
www.nbtindia.org.in
NATIONAL BOOK TRUST, INDIA
An Autonomous Organisation under the Ministry of Human Resource Development, Department of Higher Education, Government of India Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 Fax: +91 11261 21883 nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 2
THE UNFOLDING TRUST
This approach is inspired by the Banyan tree
The form is rhythmic and earthen in nature,
embedded in the current logo of National Book
expressing a humble and nurturing character.
Trust and an Open Book form. These elements
The neutral ochre colour stands for its earthen
come together to create a wonderfully
origin and the brick brown suggests fertility
contoured concept.
and richness in knowledge.
The combined form renders in simple lines,
The lettering complements the line quality and
the delicate strokes carve the head of the
thickness of the strokes in its form and shape.
banyan, which is stitched to a book spine —
Overall, an eye-catchy and an impactful visual
baseline. The overall form portrays the opening
amongst the audience of book lovers.
of a book, ultimately into a tree of wisdom.
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
nbtindia@nbtindia.org.in
NATIONAL BOOK TRUST, INDIA
An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Government of India
Nehru Bhawan, 5-Institutional Area, Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 | nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 3
THE LEAVES OF INDIA
A graphic and direct approach, focussing on
and India. The palette is strongly Indian,
the Indian origin of the organisation. It uses
serving its purpose and leading to a sense
the elements of the Indian flag and an open
of belongingness.
book to convey the direct message directly. The typography stands tall and sharp, The elements combine to create a
vertically dominant, complementing
composite, symmetric and yet a dynamic
the horizontal form. Simple and easy to
form. The symbol, in its original colours, is
represent in one colour without losing the
simple and easy to associate with books
essence of the idea.
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
NATIONAL BOOK TRUST, INDIA
An Autonomous Organisation under the Ministry of Human Resource Development, Department of Higher Education, Government of India
nbtindia@nbtindia.org.in
Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 4
THE READER’S STROKE
This is a contemporary approach towards the
earthen Indian soil and roots, while the stark
direct association of the organisation with
red captures the passion and enthusiasm of
books. It adopts an iconic symbol of stacked
the readers.
open books, resembling a stable tree. It also incorporates the ‘Indianness’ with the red
The form is placed a little off-centre and is
‘Bindi’ on the top.
well-balanced with the vertically dominant type. The typography is bold, straight-
The symbol integrates into a simple, easy to
forward and well-composed. It represents
remember form. It reflects the coordination
the strength of the foundation and the
and growth of the organisation. The fertile
progress of the organisation.
brown colour, strongly associates with the
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
www.nbtindia.org.in
nbtindia@nbtindia.org.in
NATIONAL BOOK TRUST, INDIA
An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Govt. of India
www.nbtindia.org.in
Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 5
OUT-OF-THE-BOX, INSIDE THE BOOK
This is a modernistic approach, defined by a
It portrays the growth of the organisation in
box in a new dimension, which depicts the
every dimension, its flexibility and an out-of-
‘out of the box’ nature of the books. The form
the-box character. The colour turquoise strongly
also adopts an element of network to define
represents technology and a futuristic outlook.
connectivity of the organisation. The typography is sharp and straight-forward in The fused form creates a base for the concept
nature and centrally aligned. It is comfortably
of being out-of-the-box and uses minimalistic
placed below the form enhancing the vertical
strokes to represent the contemporary and
axis. The overall form is simple and can be
futuristic character of the organisation. At the
reproduced even in smaller sizes, across a variety
same time, the symbol is creates an illusion of
of surfaces in different techniques.
an open book and a reader.
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
www.nbtindia.org.in
nbtindia@nbtindia.org.in
National Book Trust, India
An Autonomous Organisation under the Ministry of Human Resource Development, Ministry of Higher Education, Govt. of India
www.nbtindia.org.in
Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
CONCEPT 6
STACK AND STOCK
Another approach inspired by the form
The typography is placed below the form, such
integration of an open book with the tree
that the ‘T’ supports the books, just as the
element based on their direct associations
trunk of trust and is further supported by India
with the organisation.
as the base/roots.
The form is vertical with detailed strokes.
The green colour of the type is carefully chosen
The symmetric stacking represents the
so as the attention is drawn by the books to
coordination and cohesiveness within the
the India below. The cobalt blue, portrays
organisation with the help of the books as
the colour of education, necessity and trust.
the metaphor. The colour palette includes the
Overall, the form is easy to represent in one
bright green, representing the fresh leaves of
colour without losing the essence of the idea.
a book with a new outlook.
RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION
www.nbtindia.org.in
nbtindia@nbtindia.org.in
NATIONAL BOOK TRUST, INDIA
www.nbtindia.org.in
An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Government of India
Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 | nbtindia@nbtindia.org.in
(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books
© TARUN DEEP GIRDHER & NID • APRIL 2013
re-design of a logo for National Book Trust • alternatives presented
www.nid.edu
Client National Book Trust, Ministry of Human Resource Development, Government of India Design Firm National Institute of Design, India Design Team Tarun Deep Girdher & Nandini Krishnamurthy Š 2013. NID & Tarun Deep Girdher