India has a rich history of assimilating various cultures, languages, art and design, this assimilation is what makes it diverse with different social and cultural beliefs, ideologies and narratives. This is the land of Sanskrit, though now a dead language, the narratives are still alive. India has a variety of indigenous arts and crafts which have developed their own styles and motifs, and an abstract visual language from which graphic designers take inspiration from. The themes in the Logo designs reflect the core visual and conceptual identities that illuminate, and celebrate the indigenous dimensions of India’s identity. The logos presented here have a strong image to some of the leading brands and companies ofIndia. Their forms have a unique recall value. Try asking any Indian about the logo of Fevicol or Maruti Suzuki, they would easily recall the erstwhile logos. The descriptions for the logos are referanced from D’source.
Welcome Group Logo, ITC Hotels, Designer: R.K. Joshi, Ulka Advertising. The design was a mark of extension of ITC to hotels in 70s. Surrounding the theme of ‘truly Indian’, ITC gave the name of ‘Welcome group’ to its chain of hotels. The letter W beautifully envisages the ethos of Namaste (the Indian traditional gesture of expressing ‘Welcome’). Conceptually the form, reveals a universally known gesture of India, and presents India as welcoming.
National Integration Council (NIC) Designer: Benoy Sarkar, NID. National Integration Council (since 1961) is a body under Ministry of Home which is responsible to find path breaking ways to tackle social issues and discriminations such as caste and religion in the Indian subcontinent. The logo is iconic, depicting people joining hands to integrate and assimilate ideas. The efforts aims to propagate a secular, equal and strong socio-economic and political fraternity in India. These values are enhanced visually by the use of the national tri-colour palette of Indian flag.
State Bank of India Logo, Designer: Shekhar Kammat, NID. The logo for State Bank of India, India’s largest commercial bank was designed in October 1971. As an initial response to the circle form with an open hole, it looks like a key-hole. But, the real concept behind the design being that the circle encloses a common man inside at its centre. The common man represents the centre of the bank’s business. The circle signifies the service of trust, security and perfection for the common man. Moreover, the slogans ‘With you all the way’ and ‘The banker to every Indian’ support the idea of serving the common man as the epicentre of its activities. This logo is a unique example of how to create a quality concept with most basic geometric form the circle.
Trade Fair Authority of India Logo (now called ITPO – India Trade Promotion Organisation), Designer: Benoy Sarkar, NID. The logo was designed in 1974, when government of India initiated the area of external trade. The logo has an interesting depiction of letters T and F. The logo is a fusion of preservation of traditions of trade and investments along with modern identity of ITPO. It signifies an authority of India exercising trade through fairs and exhibitions in India and abroad.
Yoga Tirtha Academy Logo, Designer: Sudarshan Dheer, Graphic Communication Concepts. Yoga Trith Academy is the oldest Yoga centre of India, established in early ‘70s. The logo depicts the philosophy of collective concentration in Yoga (dhyan in Hindi) that of unity of mind, body and soul. The logo also represents harmony between the five elements and the self, hence expressing the ethos of Indian philosophy.
Fevicol Logo, Designer: M. Swaminathan, OBM . Since 1959, Fevicol has been giving consistent quality of adhesives. The breakthrough came in ‘70s with launch of a 30 gm. collapsible tube for use by school students and other professionals. The brand concept of using elephants trying to break the ‘Fevicol ka jod’ (Fevicol bond – a tagline in the ever-creative ad commercials by O&M), retains the Indian way of creating humour and establishing the strength of the product feature. The concept of eternal ‘Bonding’ has created such a strong equity for the brand, that now people ask for Fevicol and not any other adhesive.
TITAN Logo, Designer: Sudarshan Dheer, Graphic Communication Concepts. The logo was designed in 1987 with the joint venture of Tata Group and Tamil Nadu Industrial Development Corporation (TIDCO) to form TITAN Industries. TITAN exports watches, accessories and jewellery in both modern and traditional style designs. The most attractive aspect of the logo is the play with letter ‘T’ creating a circular halo around it. The form reminds of a watch dial and the internal parts of its machinery. Simple and elegant in form, the logo beautifully illuminates the traditional ethos and modern identity of Titan products.
Maruti Udyog Limited Logo, (now known as Maruti Suzuki Private Limited) Designer: Ramesh Mule, Rediffusion Ad Agency. The logo was designed when Maruti Udyog Limited was launched in 1981. It was created to signify an efficient public transport system in India. Before the arrival of Maruti, only two companies made cars in India, namely Premier Automobiles Limited and Hindustan Motors. In 1983, the entry of Maruti Udyog Limited revolutionized the car market scene in India. The Typographic symbol as letter ‘M’ having the texture of tyres inside the form signify Maruti’s traditional theme of providing good quality cars with latest technical aspects and durability.
Festival of India Committee Logo, Designer: Nidhi Parekh, NID. Festival of India Committee is a national body that aims to organize annual festive events in different cities of India. The form of the Indian national bird, the peacock forms the central image of the logo. The graphic effect of fine, fluid lines for its wings depicts the vibrant image of a flourishing India.
Aadhaar Logo, Designer: Mr. Atul S. Pande, Pune. The brand name for Unique Identification Number (UID) is Adhaar. UID launched an all India competition in 2010. The selected logo depicts a glorious sun image in red and yellow colours, with the sun’s nucleus depicted as a fingerprint in red. It symbolically depicts a dawn of new identity of every individual, endowed with a unique number for each individual.
All Images and Research courtesy Prof. Poovaiah and Nanki Nath, IDC Bombay