UIDAI

TEAM

Agency: Saffron Brand Consultants

Concept + Design: Roshnee Desai

Copy: Tina Mehta

Photography: Amey Kadam

IMPACT

 

The identity was shortlisted in the top 5 of over 23,000 entries in a nation-wide competition

THE ORGANISATION

The Government of India had set up the 'Unique Identification Authority of India' (UIDAI) later known as Aadhar. The UIDAI's mandate was to issue every Indian citizen a unique identification number, like a social security number, to enable them access to a host of benefits and services that were previously inaccessible to everyone.

 

THE BRIEF

The UIDAI wanted to design a logo and identity card template that would be easy to understand and use by the one billion people of India. 

THE SOLUTION

We created a logo  and card design that was simple and iconic enough to be understood by Indians irrespective of their languages and literacy. Yet, it held enough meaning to connote the ideas of inclusiveness, transparency and Indian-ness.

2015

Government of India

Logo and Card Design

LOGO DESIGN AND CONCEPT

The transparency of the logo signifies the transparency that this initiative will now bring to the system.

Every Indian is now part of the billion he represents and yet stands out as a unique individual with their unique number and identity.

In its bid to include everyone into the same system and rip out inequalities of access, the card is a bold endeavour that demands a visual expression of similar courage and conviction.

IDENTIFICATION CARD DESIGN

We created a logo  and card design that was simple and iconic enough to be understood by Indians irrespective of their languages and literacy. Yet, it held enough meaning to connote the ideas of inclusiveness, transparency and Indian-ness.

OTHER APPLCATIONS

© 2017 Roshnee Desai

Mumbai | London | Los Angeles