War on Corruption Logo options 2011

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION Common Cause 5, Institutional Area Nelson Mandela Road Vasant Kunj, New Delhi: 110070

Presentation of alternative concepts

06 April 2011

Presented by: 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

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

THE DESIGN BRIEF

The proposed symbol should communicate the commitment: •

I am against corruption

•

we all need to work against corruption

•

support the war on corruption

Desired Attributes: •

Unique

•

Eye-catching

•

Easy to recognise

•

Easy to reproduce in print without mutilation

•

Illustrative of the cause

© NID • APRIL 2011

N 1. TARGETING THE BLOT

Corruption is a blot for any society.

A war needs to be fought to remove this blot from the society. This concept signifies the war against corruption through ‘taking aim’, just as an alert soldier would, to safeguard his society from the enemy. The enemy here being corruption.

The simplicity of the idea and it’s visual representation, make it easy to remember and recall. It’s also easy to reproduce in one colour across different media. Special processes such as embossing or rubber stamping is also easily possible.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 2. TARGETING THE WRONG

In this option the idea is to target the wrong practice of corruption. Similar to the first option, here too the ‘crosshairs’ symbolizes the attempt to attack corruption which is represented with a simple corss.

Again, the greatest strength of this symbol lies in it’s simplicity. The cross is a universally understood symbol for anything ‘wrong’ and by targeting it we convey the idea of our war on corruption.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 3A. NEGATING EVIL

Corruption mostly involves exchange of money. In this concept the three parallel lines symbolize a wad of notes.

These lines have been slashed with a bold hand drawn stroke exemplifying how one should fight against corruption even at a personal level.

The symbol is also similar to the mathematical symbol for non-congruence indicating that corruption as a practice is just not acceptable.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 3B. NEGATING EVIL

Usually one tends to indicated ones disagreement with something by crossing it out. In this variation of the earlier idea the slash has been replaced by such a hand drawn cross strongly signifying one’s stance against corruption.

The boldness of this symbol marked by the contrast of the crisp black lines cut by the strong red hand drawn lines would make it memorable even at a glance.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 4. DON’T SLIP

Corruption in a sense is a transaction between two parties.

However, it’s a transaction that goes against basic morals of any society. Here this idea is conveyed by two forms that represent hands separated by a negative space that forms a downward sliding slope.

The downward slope represents the lowering morals, and the two black forms represent two hands indulging in the malpractice of corruption. This needs to be stopped, which is signified by the bold red coloured slash, showcasing the power of society and it’s willingness to cleanse itself.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 5. THE WHISTLE BLOWER

This option urges people to be whistle blowers and notify authorities of any corrupt practices that they might come across. It’s an attempt to shake people from being passive observers of corruption to active supporters of the war against corruption.

The form of the whistle itself is simplified to resemble a cannon or a gun both of which symbolize a war. The whistle is placed in a octagon similar to the ‘Stop’ road signs making it unique and easy to recall.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 6. YELLOW CROSS

The yellow cross can become a simple symbol for the war against corruption.

The symbol is formed by three inward pointing black arrows showing the stunting of growth that is brought about by corruption. In contrast the forward pointing arrow is shown in white signifying the overall positive changes that the war against corruption would usher in.

The simplicity of the form ensures that it’s easy to reproduce in different media.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 7. DELETE

The solid black arrow pointing backwards forms the base of this logo. The arrow signifies the adverse effect of corruption and how it is a hurdle in the path of development.

The bold yellow cross stands for the war against corruption that rings in hope by negating corruption and in turn all it’s ill-effects.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

N 8. SHOOT CORRUPTION

Working with the idea that the war against corruption is not so much a violent war but is just as grave, we have come up with a powerful hand gesture that is that is easy to identify with. We have all, at one time or another, used our hands to symbolise a gun.

In this concept the symbol represents responsible citizens waging a war against corruption in an attempt to shoot it down.

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

COLOPHON: CASE STUDIES

While working on this project, we were very aware of the fact that such a logo (for the masses) needs to have a panIndia 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 uncomplicated and direct.

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.

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DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

DIABETES

RADIO-ACTIVE MATERIAL

COLOPHON: COLOUR AND IT’S SIGNIFICANCE

The symbol for the war against corruption can make a good use of the colour yellow. The shade of yellow intended apart from being unique is perceived to be a bright positive colour that signifies of hope.

Yellow used in combination with black always has a powerful impact, which is why it is often used in signage systems to draw attention.

Warning signs that need to be seen at a glance such as ‘Radioactive Material’, ‘Bio-hazard’ are always in this combination.

The symbol for war against corruption should also serve as a warning sign for anyone who might be indulging in corrupt practices.

This colour combination serves this purpose perfectly.

Our vision for the ‘War against Corruption’ 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. © NID • APRIL 2011

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

www.nid.edu Client Common Cause 5, Institutional Area Nelson Mandela Road Vasant Kunj, New Delhi: 110070 Design Firm National Institute of Design, India Art Director Tarun Deep Girdher Design Team Ankita Mukherjee, Pragya Mishra, Vinu Chaitanya & Akash Halankar © 2011. NID