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People’s Budget Initiative (PBI) is a civil society coalition, which promotes the inclusion of people’s movements, grassroots organisations and NGOs in the policy processes that determine the priorities underlying government budgets in India. Design of a logo was commissioned when PBI was conceived, it aimed to bring a sense of formality and energy to the initiative besides of course being a visual representation.

Out of the several options presented basis the creative brief, the logo that was finalised was based on a group of slices from a pie chart (representing budget). The slices were arranged in an overlapping circular formation depicting a coalition. Bold dots placed above every slice of pie made the combination look like a group of people, seemingly sharing information and ideas about budgets. The graphic had a sense of movement or dynamism about it, suggesting an initiative. The bold dots lent to the graphic a decorative touch and overall also resembled traditional Indian folk design, which went very well with the idea of PBI being a grassroots movement or a movement ultimately aiming to benefit the marginalised. Equal size of every pie and dot in the logo represented equal and democratic participation of all stakeholders. Pieces of pies arranged at different angles suggested people from different regions (of India) coming together for a more transparent and effective budgeting process.

The geometric graphic was contrasted with a script typeface to complete the logo unit. The beautiful script font Bradley Hand, which has a nice positive feel, helped to give the logo a personal or human touch (that of a people’s initiative). Being India-related, colours used in PBI logo were based on Indian flag colours, but were toned-down into earthy shades to represent a grassroots initiative. The two colours used did not contrast much with each other in terms of tone, they almost blended with each other, and thus suggested sharing or collaboration.

A greyscale version of the PBI logo (above) was also created for reproduction in local newspapers and for low-cost (one or two colour) print jobs.

Owing to high probability of PBI logo being printed locally and on outdoor media like cloth banners, artwork for screen printing (above) was also created.


South Asian Alliance for Budget Accountability or SAABA is an initiative by the Centre for Budget and Governance Accountability (CBGA), New Delhi (India), supported by Oxfam Novib. It seeks to create a South Asian alliance of civil society organisations in the region, engaged with budget analysis and advocacy for strengthening governance accountability.

A logo design was commissioned at SAABA’s initiation. While several logo options were presented basis the creative brief received, the logo that was finally approved was based on the simple idea of bar graphs representing budget. Four pairs of bar graphs, each in 1:2 proportion, were symmetrically arranged in a tight group or graphic suggesting alliance. Placement of the graphic at a 45 degree angle brought a sense of movement or dynamism to the logo and together, the tight group of bar graphs also seemed to form two intermingling ‘S’ (for SAABA) shapes. Each of the four pairs of graphs was given a different colour, the overall colour palette chosen was ‘ethnic’ and sober, considering the region and seriousness of the initiative. Use of four different colours in the logo graphic symbolised richness of information and ideas that partner countries or stakeholders would share through SAABA, equal size of each set of graphs represented equal or democratic participation by all members.

The famous font Helvetica was used to write SAABA because of its neutral, uniform, strong and stable appearance. The logo was devoid of a strong ‘style’ because a dignified, non-flamboyant and serious look was important in this case.

Overall, SAABA logo unit looked robust, stable and energetic, perhaps fit enough to represent an alliance! A greyscale version of the logo was also created for reproduction in black-and-white or for low-cost, one or two colour print jobs.

Design of corporate logo for International Glazing Technologies, Gurgaon, India, providers of high-end glazing services, was based around the typically geometric and modern look of buildings with glazed exteriors. Rectangular pieces of glass held together by linear supports in-between, a characteristic of glazing, was actually showcased in the logo with letters ‘G’ and ‘T’ playing the role of the supports. Letter ‘I’ was represented by a large dot symbolising the sun and placed within the logo area to convey a special quality of glazing that allows sunlight to enter glazed interiors and yet provides shelter from it.

The light or aquamarine green used in the logo was derived from the green colour actually used in glazed glass, it represented IGT’s stress towards environmentally friendly processes and solutions. The green also symbolised transparency (both of the product and the company) and honesty as fair dealings is one of IGT’s core policies. Black colour, much like the thin frames between glass used in glazing, was used to add strength and support to the logo, it symbolised IGT’s strength and competence in the field of glazing. Univers Condensed Light was selected as the font (to write ‘International Glazing Technologies’) owing to its sleek-yet-strong, stylish, structural and geometric feel.

The logo, together with the baseline, was designed to be used as a comprehensive unit. Overall, IGT logo had a strong structural and technical feel (glazing requires a high level of technical competence) and was meant to appeal to both architects / interior designers and home / building owners.

Logo for FranConnect Inc. USA, leading provider of franchise technology solutions, was designed around two ‘F’ letterforms symbolising franchiser and franchisee. Arranged in perspective and like an open-ended grid, the two fused letterforms portrayed smooth, strong and seamless integration of the franchiser and franchisee through FranConnect and the technology’s ability to connect or network over a potentially large or endless (geographical) area. The logo essentially represented the strong relationship between the franchisor and franchisees that FranConnect helps to forge.

Ultramarine blue and saffron colours were a given and adapted on to the logo from the client’s previous brand identity. Eurostile, the typeface used to write FranConnect, was selected for its robust, modern and technological feel, qualities that are also found in the offerings of the company.

FranConnect logo was quite often used in reverse colour scheme (shown above) on communication material.

Logo for AuthBridge, one of India’s leading background screening and risk management consultancies, was designed at the inception of the company. The logo is essentially based on ‘A’ (for AuthBridge) letterform that together with the dot of the ‘i’ (from ‘Bridge’) forms a human figure, representing talent. A tick mark made by extending the shape of the A letterform and superimposed on the human figure symbolises the right talent, that AuthBridge specialises in selecting for clients.

The box around the logo graphic represents the strong focus and effort that AuthBridge puts in authenticating the credentials of each and every prospective individual. The thin figure, that seems to be happily moving forward or jumping with joy, depicts the company’s values of positive energy, sensitivity and enthusiasm. The figure also forms a ‘bridge’ across the two sides of the box, suggesting that AuthBridge helps its clients to bridge the gap between themselves and the right talent.

The thin typeface used in the logo, suggestive of the electronic age, contrasts beautifully with the curvy human figure and they together represent use of cutting edge technologies as well as the strong human touch the company puts into its activities.

Black and green colours used in the logo helped AuthBridge create a distinct identity from companies or competitors engaged in similar operations, that mostly rely on blues, greys and reds. The strong Green, in this case, symbolises green signal or approval of the right talent and also sincerity. Black symbolises strength, screening and also secrecy—which is an important part of the company’s activity.

The Rubbabu brand consists of a wide range of soft, safe, intuitive, eco-friendly and pleasantly different toys for kids! Rubbabu logo was designed at the inception of the brand (in July 2004) and in essence reflects the playfulness that the toys are all about.

Above: Initial Rubbabu logo, in CMYK

The soft, 3D shape of the logo gave a strong hint of a tangible product (in this case, a toy) and the letter R (for ‘Rubbabu’) took the shape of a car, reinforcing the playful aspect. The letterforms were custom designed after studying carefully the curvy shapes of the toys and the colours used were again based on the colours the toys actually came in.

Above: A tagline was added to the logo some time after it was designed

This colourful logo was designed to appeal to kids and parents alike and embodied the soft and friendly characteristics of the toys. Rubbabu is now a popular, globally recognised and respected toy brand.

Above: Rubbabu logo on product packaging

Rubbabu is a registered trade mark of Rahul Butalia and licensed to Iseo Chemdis Pvt Ltd, India.

CBGA, the Centre for Budget and Governance Accountability (New Delhi, India), is an attempt to promote transparent, accountable and participatory governance and a people-centred perspective in preparation and implementation of budgets. Logo for CBGA was designed around the same thought and consisted of bar graphs representing budget allocations and development, and below them human figures in negative form symbolising people at grassroot level, transparency and also people’s participation in the budget and governance processes.

Purple and green were the two colours chosen for the logo after exploring a range of colour schemes. Purple symbolised innovation for CBGA often employs innovative techniques in its work and green symbolised growth and development. The fairly neutral, robust and geometric font used in the logo gave cues of a strong organisation with integrity working for transparency and accountability. ‘CBGA’ was offset to add a touch of dynamism to the logo, suggesting an entity that is constantly moving forward. A centrally aligned baseline helped to strengthen the logo unit.

Logo for DEOC (Diversity and Equal Opportunities Centre), an India based inclusive social enterprise with the vision to promote equal opportunity and inclusion in all spheres of life, was developed around the brief of having a simple, no-frills logo, keeping in mind DEOC’s serious and sensitive area of activity.

Lower case (understated) letterforms of Helvetica, the iconic san-serif typeface often used in disability signages, were used to develop the logo wherein oval shapes of letters d,e,o and c were treated as design elements and joined to compose an interesting logo unit. Lowercase letterforms also gave to the logo a sense of movement or energy.

Grey and Green colours were used to dress the logo. Grey being a neutral colour and often the colour of choice of professionals the world over, a ‘serious’ colour depicting serious area of activity. A bright green, often used to depict sustainability / development / growth / ethical business activities was chosen as the second colour.

Four different letterforms of similar (round) shapes in alternating colours, joined together, represented inclusion and diversity of talent, the organisation’s main proposition. Together with an all lowercase tagline (which helped to strengthen the logo) the composite logo unit paved the way for developing a simple, serious, clean yet pleasantly distinct visual identity for DEOC.

Tiger Lagoon is a luxury nature resort near Bandhavgarh National Park, Madhya Pradesh, India, built with the architectural concept of villas or rooms spread in a woodland alongside a large, natural water body or lagoon. Both words in the resort name (Tiger and Lagoon) evoked strong visual cues and were thus used to develop the logo concept. Based around the form of a Tiger paw, the logo simply shows huts or rooms spread alongside a lagoon. Organic or natural shapes used in the logo, which reiterated the concept of an eco-resort, were contrasted by slightly stylised and geometric typography, giving a subtle ‘exotic’ feel for Tiger Lagoon is an upscale and exotic resort. Strong shades of brown (for a natural and woody feel) and blue (for water) were the colours used in the logo, which was designed as a composite unit to be used across a wide variety of media.

The image above shows usage of Tiger Lagoon logo on stationery, which was screen printed using (only) the two brand colours on beige coloured papers.

Logo for Vivitsa, an e-learning company based in the National Capital Region of India, was designed around the ‘V’ letterform as a bold, horizontal and composite unit with large typography to be used predominantly on the e-learning portal’s user interfaces. The visual unit consisted of simple geometrical forms (inspired by Vivitsa’s strength in maths and science) arranged in a way that looked like a student working on a computer. The somewhat loosely placed geometrical forms symbolised freedom of learning (or easy and flexible learning through the internet) and the red dot (also the student’s head) symbolised a ‘gift’ of knowledge and growth. Bright colours were meant to appeal to young (high school) students and to also define a bright and young corporate colour scheme for the brand. This colour scheme was chosen as the most appropriate out of many options presented to the client. The slightly traditional yet intelligent and geometric feel of the font represented an adherence to the roots of the subjects offered.

Logo for Indian Spice, one of Jaipur’s best-known vegetarian restaurants, was designed at the inception of the restaurant. At Indian Spice, the emphasis is simply on serving high quality North Indian food prepared with authentic spices, in an elegant, nondescript and formal ambiance. The logo was created keeping these very aspects in mind.

The letters were set in the beautiful, simple and elegant typeface Optima the characteristics of which seemed to go very well with the characteristics of the restaurant. The typography was clubbed with a leaf graphic to constitute a logo unit. The leaf symbolised ‘vegetarian’ and use of authentic spices and ingredients and was traced from one of the many reference images of spices collected during the initial research phase.

Maroon and orange colours were used to dress the logo as both have strong associations with the colour of North Indian food (curries in particular) and spices. As both colours fall on the same side of the colour wheel, together they added a lot of strength to the otherwise simple logo and helped to create a strong visual identity for Indian Spice. The logo was often used on a maroon background (see above) in formal communication pieces like restaurant menus.

The logo was also used on orange background (see above) on communication pieces that had to appear bright, like outdoor signages.

Indian Spice logo was most often used on maroon background together with the description and a watermark of the leaf (see above) and defined a formal, elegant, strong yet simple look or brand identity for the restaurant.

Brief Introduction

Offering high quality, no frills, practical and personalised communication design solutions with a human touch to clients in India and abroad, Mayank designs for both print and web mediums and specialises in logo design, brand identity and information design. Mayank's graphic design solutions are backed by over a decade of work experience with top international and national brands and organisations.

This weblog features some of Mayank's favourite 'real world' design projects, articles and more. All designs and text featured here are copyrighted and showcased with permission from respective companies and/or clients.

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