The logo represents Design's journey as it creates impact. We drew inspiration from the revered ancient Sanskrit chant - Tamso Ma Jyotirgamaya (तमसो मा ज्योतिर्गमय) which translates to "Lead us from darkness to light" - to represent this journey. Starting with a plane of darkness representing a state of problems and challenges, the logo morphs into vibrant hues to symbolise a state of change & transformation brought about by the right design solution.
GIVING THE AWARDS A PHILOSOPHY OF ITS OWN.
Art and design through the ages are best remembered by their timeline of design movements. Each new chapter - a revolt against the old guard. In today's challenging landscape, intelligent and empathetic designs built on the tenets of social impact, sustainability are the call of the hour. We coined ‘Effectivism’ - a term to encompass this shift in design mindset. A credo the brand could own, promote, celebrate and award.
TAKING THE WORD OUT ON THE STREETS
With a distinct identity and philosophy to call its own, the brand now had a face and a heart to present to the world. We gave life to them through a detailed design exercise that spanned a website, print and other BTL launch communication, a film and giveaways.