Some other trials

Conceptualisation for the brochure

Once the identity was refined, i had to conceptualize the ideas for the brochure. The trials were considering the maximum utilization of the paper without having wastage as well as the possibility of printing methods which can be applied.

One concept was to give importance to children's drawings. The continuity was considered as the visual language which gives a story telling effect. Another concept was considering the communication of the children, activities including the product catalouge, focusing the stories of children and women of Arzoo. The idea was to tell the stories through their dialoge using speech bubbles.

Final identity and refinement

Five colour variations are given to the final identity by keeping the yellow constant always. So there is a flexibility of choosing colours in different places. It will add to Arzoo’s value as well as give vibrancy to the identity.

Thought

“Designing a logo is perhaps one of the most daunting assignments for any designer—it requires patience, craft, precision and imagination. On face value it may seem simple – but if you think about it, a logo is an attempt to distill all that a company or a brand represents into a single emblem of identity.”

Dan Olsen, Creative Director at Duffy & Partners

Intial stages of the refinement

The entire identity had refined through stage by stage in form, typography and colours by considering it’s application levels and various printing process. The images of the process has given above.

After the break- Refining the identity

Actually it was not a break, i have been working on it and other projects came in between. But It took some time to come back to blogging.
When coming back to the project,
Rather than creating a new identity i tried modifying the existing identity by removing the unwanted and complicated elements. Tried to give teared paper effect by actual papers to get the feel of Arzoo’s activities on paper. Tried making the strokes simpler so that in all the printing process and in small sizes the identity will remain consistently. Tried using Hindi fonts considering the vernacular language. Made children write the letters in capital and small letters to find out which will work better to give the feel to the identity. Tried same colour options as well as different colours without loosing the meaning.

Another important meeting with Tarun

After the analysis of the logo from the typography, form and visual point of view and trying to make it proper I had another meeting with Tarun, which was really helpful, motivating and inspiring for me to look back to the work I have done so far and realize what are the points which I have missed and would be really useful in the project. These are some sparks I got from today’s discussion,
1. The identity ‘Arzoo’ which is actually a Hindi word, will it make a difference in the viewer when he read the identity in English as well as in a vernacular language?
2. What is each element says in the identity? Does it carry any meaning? Say, the 8 rays of the sun which is there in the identity. Can it be more meaningful?
3. What are the various ways of making the identity more flexible for variety of applications by keeping the consistency? ( As Arzoo does more flexible and vibrant activities)
4. What are the direct/ metaphorical/ aspirational approaches you can have in your visuals and thoughts for the promotion?
5. Can the tagline ‘Together we shine’ be changed and make more meaningful to represent Arzoo’s vision?
After the meeting I realized that I still have a long way to go and try more variations in the identity in such a way that all the elements in the identity can be properly seen in various sizes and applications.