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re-design of a logo for

National Book Trust, India Director, National Book Trust, India Ministry of Human Resource Development, Government of India

alternative concepts

16 April 2013

Tarun Deep Girdher Sr. Faculty, Graphic Design Head, Printing Labs National Institute of Design, Paldi Ahmedabad 380 007. India T. 079.2662 3692 -95. extn 1062 E. tarundg@nid.edu


RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


The National Book Trust, India (NBT) an autonomous body under the Ministry of Human Resource Development,

The key adjectives which the symbol should

Govt. of India, is a highly professional multilingual

represent are,

publishing house working towards the promotion of books and developing reading habits among the masses.

Importance of Books & Reading Habits, Aesthetic & contemporary approach

Publishing forms a major activity of the Trust. It publishes a wide variety of reasonably priced quality books ranging from works of fiction to books on Medical Sciences and cutting

and with Bold Graphic Value

edge technology for all segments of the society and for all age groups, including a wide variety of illustrated books for children. Over the years, the Trust’s determined efforts in

Easy to remember & Simple to replicate

developing a strong and inclusive policy towards publishing is also apparent in the variety of books published for visually handicapped and the neo-literates. The need for a new NBT-India logo involves a few speculations. The visual element like Banyan Tree are commonly used by Dabur India, TOI (The Speaking Tree), Woodland and many Hotels & Resorts, etc. Reducing the size of the current logo eliminates the details of the identity, making it more difficult to reproduce in smaller sizes. Moreover, the current logo seems to be missing a bold graphic value.

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 1

THE DROP OF KNOWLEDGE

This approach is based on the concept of

The form represents the contemporary picture

Indian roots, combining the elements of Indian

of knowledge & wisdom. It visually captures the

identity ­— ‘Bindi’ for growth and prosperity and

fiery and passionate enthusiasm of the reader

the Banyan Tree for stability and strength. The

with red as the key colour. It has direct associa-

banyan tree reveals into the flying leaves of an

tions with the ‘Indianness’ of the organisation,

open book.

in a simple and engaging form.

The graphic form depicting the Banyan Tree

The type chosen is a bold slab-serif, providing

and the Open Book integrate to create a

a strong base to the form. The name ‘nbt.india’

homogenous symbol. They further merge with

suggests the future & potential of the organisa-

the ‘Bindi’ to provide depth to the concept.

tion in the web publishing as well.

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


www.nbtindia.org.in

nbtindia@nbtindia.org.in

www.nbtindia.org.in

NATIONAL BOOK TRUST, INDIA

An Autonomous Organisation under the Ministry of Human Resource Development, Department of Higher Education, Government of India Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 Fax: +91 11261 21883 nbtindia@nbtindia.org.in

(Above) Basic Stationery — Visiting Cards (Left) Print Application ­— Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 2

THE UNFOLDING TRUST

This approach is inspired by the Banyan tree

The form is rhythmic and earthen in nature,

embedded in the current logo of National Book

expressing a humble and nurturing character.

Trust and an Open Book form. These elements

The neutral ochre colour stands for its earthen

come together to create a wonderfully

origin and the brick brown suggests fertility

contoured concept.

and richness in knowledge.

The combined form renders in simple lines,

The lettering complements the line quality and

the delicate strokes carve the head of the

thickness of the strokes in its form and shape.

banyan, which is stitched to a book spine —

Overall, an eye-catchy and an impactful visual

baseline. The overall form portrays the opening

amongst the audience of book lovers.

of a book, ultimately into a tree of wisdom.

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


nbtindia@nbtindia.org.in

NATIONAL BOOK TRUST, INDIA

An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Government of India

Nehru Bhawan, 5-Institutional Area, Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 | nbtindia@nbtindia.org.in

(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 3

THE LEAVES OF INDIA

A graphic and direct approach, focussing on

and India. The palette is strongly Indian,

the Indian origin of the organisation. It uses

serving its purpose and leading to a sense

the elements of the Indian flag and an open

of belongingness.

book to convey the direct message directly. The typography stands tall and sharp, The elements combine to create a

vertically dominant, complementing

composite, symmetric and yet a dynamic

the horizontal form. Simple and easy to

form. The symbol, in its original colours, is

represent in one colour without losing the

simple and easy to associate with books

essence of the idea.

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


NATIONAL BOOK TRUST, INDIA

An Autonomous Organisation under the Ministry of Human Resource Development, Department of Higher Education, Government of India

nbtindia@nbtindia.org.in

Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in

(Above) Basic Stationery — ­ Visiting Cards (Left) Print Application — Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 4

THE READER’S STROKE

This is a contemporary approach towards the

earthen Indian soil and roots, while the stark

direct association of the organisation with

red captures the passion and enthusiasm of

books. It adopts an iconic symbol of stacked

the readers.

open books, resembling a stable tree. It also incorporates the ‘Indianness’ with the red

The form is placed a little off-centre and is

‘Bindi’ on the top.

well-balanced with the vertically dominant type. The typography is bold, straight-

The symbol integrates into a simple, easy to

forward and well-composed. It represents

remember form. It reflects the coordination

the strength of the foundation and the

and growth of the organisation. The fertile

progress of the organisation.

brown colour, strongly associates with the

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


www.nbtindia.org.in

nbtindia@nbtindia.org.in

NATIONAL BOOK TRUST, INDIA

An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Govt. of India

www.nbtindia.org.in

Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in

(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 5

OUT-OF-THE-BOX, INSIDE THE BOOK

This is a modernistic approach, defined by a

It portrays the growth of the organisation in

box in a new dimension, which depicts the

every dimension, its flexibility and an out-of-

‘out of the box’ nature of the books. The form

the-box character. The colour turquoise strongly

also adopts an element of network to define

represents technology and a futuristic outlook.

connectivity of the organisation. The typography is sharp and straight-forward in The fused form creates a base for the concept

nature and centrally aligned. It is comfortably

of being out-of-the-box and uses minimalistic

placed below the form enhancing the vertical

strokes to represent the contemporary and

axis. The overall form is simple and can be

futuristic character of the organisation. At the

reproduced even in smaller sizes, across a variety

same time, the symbol is creates an illusion of

of surfaces in different techniques.

an open book and a reader.

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


www.nbtindia.org.in

nbtindia@nbtindia.org.in

National Book Trust, India

An Autonomous Organisation under the Ministry of Human Resource Development, Ministry of Higher Education, Govt. of India

www.nbtindia.org.in

Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 nbtindia@nbtindia.org.in

(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


CONCEPT 6

STACK AND STOCK

Another approach inspired by the form

The typography is placed below the form, such

integration of an open book with the tree

that the ‘T’ supports the books, just as the

element based on their direct associations

trunk of trust and is further supported by India

with the organisation.

as the base/roots.

The form is vertical with detailed strokes.

The green colour of the type is carefully chosen

The symmetric stacking represents the

so as the attention is drawn by the books to

coordination and cohesiveness within the

the India below. The cobalt blue, portrays

organisation with the help of the books as

the colour of education, necessity and trust.

the metaphor. The colour palette includes the

Overall, the form is easy to represent in one

bright green, representing the fresh leaves of

colour without losing the essence of the idea.

a book with a new outlook.

RE-DESIGN OF LOGO FOR NBT-INDIA • 1ST PRESENTATION


www.nbtindia.org.in

nbtindia@nbtindia.org.in

NATIONAL BOOK TRUST, INDIA

www.nbtindia.org.in

An Autonomous Organisation under the Ministry of Human Resource Development, Dept. of Higher Education, Government of India

Nehru Bhawan, 5-Institutional Area Phase II, Vasant Kunj, New Delhi 101070 Ph: +91 11267 07700 | Fax: +91 11261 21883 | nbtindia@nbtindia.org.in

(Above) Basic Stationery — Visiting Cards (Left) Print Application — Spine of books

© TARUN DEEP GIRDHER & NID • APRIL 2013


re-design of a logo for National Book Trust • alternatives presented

www.nid.edu

Client National Book Trust, Ministry of Human Resource Development, Government of India Design Firm National Institute of Design, India Design Team Tarun Deep Girdher & Nandini Krishnamurthy Š 2013. NID & Tarun Deep Girdher


Logo Options for National Book Trust, India