Award-winning visual identity for Responsible Business India

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Responsible Business India is a bilateral co-operation project between the Indian Institute of Corporate Affairs (IICA), the think tank and capacity development institution set up by India’s Ministry …

Responsible Business India is a bilateral co-operation project between the Indian Institute of Corporate Affairs (IICA), the think tank and capacity development institution set up by India’s Ministry of Corporate Affairs (MCA), and Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, the federally-owned German international cooperation agency for sustainable development with world-wide operations.

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  • 1. Responsible Business India visual brand identity Created by Anuradha Altekar
  • 2. The client The IICA-GIZ Business Responsibility Initiative is a bilateral co-operation project between the Indian Institute of Corporate Affairs (IICA), the think tank and capacity development institution set up by India’s Ministry of Corporate Affairs (MCA), and Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, the federally-owned German international cooperation agency for sustainable development with world-wide operations.
  • 3. Responsible Business India’s mission, objectives Develop an India-specific common understanding of business responsibility. Promote widespread adoption of responsible practices by Indian companies. Assist IICA in developing norms for practising and reporting corporate social responsibility initiatives. It is mandatory for India’s top 100 corporates to report their role in fulfilling social, environmental and economic responsibilities as defined in the National Voluntary Guidelines (NVGs) developed by the IICA-GIZ initiative, and released by India’s Ministry of Corporate Affairs in July 2011.
  • 4. The brief To create a strong brand identity for ‘Responsible Business India’. The identity should communicate and reaffirm the IICA-GIZ’s joint mandate to raise, among India’s corporates, consciousness and commitment towards sustainable business practices and reporting on parameters defined in the National Voluntary Guidelines (NVGs). The identity will be used on the client’s offline and online platforms namely the Responsible Business India portal, social media sites, events, and literature.
  • 5. The process Open contest calling for logo designs All entries screened by the project secretariat Shortlisted designs reviewed by eminent jurists Winner declared
  • 6. The identity
  • 7. Logo logic The peacock is perhaps the most compelling visual metaphor for beauty, grace and balanced poise, a symbol of the Earth's precious fragility that is our duty to preserve and protect. Resplendent in India colours—saffron, green, and blue— Responsible Business India peacock’s nine plumes allude to the National Voluntary Guidelines (NVG) for sustainability: ethics, transparency, and accountability; safe and sustainable products and services; employee well-being; respectful and responsive stakeholder engagement; human rights; environment; responsible political advocacy; inclusive growth and equitable development; and consumer and customer value.
  • 8. Jurists’ commendation Anil Sinha Mentor, Faculty of Design, and member of the Policy and Planning Committee, National Institute of Design (NID), Ahmedabad. Author of the book ‘Ideating Identity’. A fresh, memorable, simple, inspired, balanced visual depiction of the NVGs. Indian-ness is clear without being old-fashioned. Very modern. Nima Namchu Head of Creative Services, Cheil Worldwide, Nima Namchu has worked with Sista’s Pvt Ltd (now Saatchi & Saatchi), TBWA, Leo Burnett, Capital Advertising, McCann Erickson, Publicis India and Contract.
  • 9. The Designer Anuradha Altekar is a specialist in brand transformation and sustainability with nearly 3 decades of award-winning, highvalue multi-stakeholder communications at some of India's most prominent companies such as Tata Steel, Dr Reddy’s and Lupin. Since 2004, as co-founder of Ubiquus, she has advised several businesses - ranging from start-ups to international conglomerates - on brand identity, reputation strategy and traditional and social media outreach and analytics. She is an executive alumnus of IIM Kozhikode, holds a master’s degree in economics from Pune University, and is a post-graduate diploma in marketing management from the Institute of Marketing Management, Delhi.