war on corruption logo options 2011

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION

Common Cause5, Institutional AreaNelson Mandela RoadVasant Kunj, New Delhi: 110070

Presentation of alternative concepts

06 April 2011

Presented by:Tarun Deep GirdherAssociate Sr. Faculty, Communication DesignHead, Graphic Design & Printing LabsNational Institute of Design, PaldiAhmedabad 380 007. IndiaT. 079.2662 3692 -95. extn 1062E. [email protected]

DESIGN OF A LOGO FOR WAR AGAINST CORRUPTION • CONCEPT PRESENTATION

© NID • APRIL 2011

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

THE DESIGN BRIEF


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.

N 1. TARGETING THE BLOT


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.

N 2. TARGETING THE WRONG


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.

N 3A. 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the earlier idea the slash has been replaced by such a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.

N 3B. NEGATING EVIL


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.

N 4. DON’T SLIP


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.

N 5. THE WHISTLE BLOWER


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.

N 6. YELLOW CROSS


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.

N 7. DELETE


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.

N 8. SHOOT CORRUPTION


While working on this project, 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

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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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.

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 ‘Radio-

active 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.

COLOPHON: COLOUR AND IT’S SIGNIFICANCE

ClientCommon Cause5, Institutional AreaNelson Mandela RoadVasant Kunj, New Delhi: 110070

Design Firm National Institute of Design, India

Art Director Tarun Deep GirdherDesign Team Ankita Mukherjee, Pragya Mishra, Vinu Chaitanya & Akash Halankar

© 2011. NID


www.nid.edu

war on corruption logo options 2011

Documents

wrong practice of corruption

blot nid

wrong nid

mathematical symbol

proposed symbol

causethe design briefdesign

negating evil nid

earlier idea