Book of Process

Book of ProcessAlice Foreman

Fall 2009

Research and Ideation

Company Information & Research Branding Strategies

Logo Ideation & SketchesDigital Ideas

Color VariationsFinal Logo

Identity System

Business CardLetterheadEnvelope

Communication Pieces

5

568101112

15

171819

21

Table of Contents

Research and Ideation

Company Information & Research

6

Prajwala, which means ‘an eternal flame’ in Sanskrit, is a non-profit, anti-trafficking organization based in Hydrabad, India. The organization is actively involved in fighting all stages of the human-trafficking chain through:

awareness prevention rescue health and education rehabilitation and reintegration.

Prajwala is also an advocate for policy changes at the state, national, and international levels to bring an end to human-trafficking.

7

Branding Strategies

The philosophy of Prajwala evolved based on the need of women and children who are victims of trafficking. Prajwala emerged as an anti-trafficking organization, which believes in preventing women and children from entering prostitution, the worst form of sexual slavery.

An identity system for Prajwala should reflect the serious mission of the organization while maintaining an uplifting feel. Words to describe Prajwala are:

calmcomfortstrongprotectionwomanmother & childorganicfeminine

8

Early sketches incorporated the literal meaning of the word ‘prajwala’, which means ‘an eternal flame.’ However, a single flame does not give any indication to the purpose of the organization. Therefore, a woman or a mother and child became part of the logo. The women are portrayed with a head-covering commonly worn by Indian women.

Logo Ideation & Sketches

9

Instead of a flame encompassing the mother and child, the shape of the human form copies the organic flow of a flame. A baby is cradled in the mother’s arm to symbolize the protection and strength Prajwala offers. The mother and child are joined together to reflect love and care. The edges are rounded out for a more fluid motion and the hint of a head-covering is left.

10

Next, the organization’s name is incorporated into the logo. Positioning of the name and logo reveals a horizontal orientation as the best choice. A floral motif popular within Indian fabric and henna designs is also experimented with, but is left out to possibly be used as a decorative element within the identity system. Prajwala’s tagline ‘an eternal flame’ is also added to the logo.

Digital Ideas

11

Color Variations

12

In India, the color red represents simplicity, purity, holiness, power, and matrimony. Prajwala empowers women with education and basic trade skills and works to reintigrate them back into society through marriage. By using red in their logo, Prajwala is portraying these qualities about their organization.

However, a pure red is too harsh for a logo that must be calming and comforting, so it is softened to a feminine maroon. Two final versions show color and grayscale options for different printing purposes.

Final Logo

13

2

Identity System

16

A cream colored paper is used for each of the identity system pieces for a natural feel. The floral motif is used as a decorative element reflecting designs common in Indian fabric and henna.

Identity System

17

Business Card

18

Letterhead

19

Envelope

Communication Pieces

22

Website

23

24

Sticker & Button

Stickers and buttons are items that can be easily distributed to advertise Prajwala throughout the city of Hyderabad.

225

Bookmark

Prajwala runs many schools for children around the city of Hyderabad, and a bookmark works both as an advertisement and as a utilitarian communication piece.