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Cotton Corporation of

India — Visual Identity Design

ABOUT

COTTON CORPORATION OF INDIA

The Cotton Corporation of India Limited (CCI) is a public sector undertaking under the administrative control of Ministry of Textiles, Govt. of India. It was set up in 1970 as the only public as the only public sector undertaking in the field of marketing of cotton to act as the channelizing agency for import of cotton and purchase of raw cotton for giving necessary price support to enterprising cultivators and also for producing raw cotton for textile mills.

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Head office of CCI, ​​CBD Belapur,
NAVI MUMBAI (Maharashtra)

THE PROJECT

The brief for the project was to redesign a logo for Cotton Corporation of India.

The project is done by Industrial Design services (IDC) at National Institute of Design.

I worked as a student designer under the guidance of the project head and principal designer at NID- Mr Tarun Deep Girdher and the design associate- Mr Vineet Gedam.

MY ROLE

Primary and secondary research 

Ideations, Iterations, Visual corrections

Creating tangible mockups

THE NEW LOGO (PRIMARY LOCK-UP) 

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THE NEW LOGO (SECONDARY LOCK-UP) 

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From the cotton farmers to the many mills, the Cotton Corporation of India plays an important role in the nation’s economy and prosperity through fair pricing and ensuring quality. The single cotton flower in the centre is like a white sun radiating energy and prosperity in all directions for all stakeholders. 
The rays of uniform thickness represent the philosophy of the organization to serve the needs of all the stakeholders. The deep blue colour evokes faith in the organization. Single colour makes it easy to replicate across different media.

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Primary Research- The lifecycle of the cotton is studied through the pictorial representations of it at every stage from seed to the cloth

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Primary Research-This research helped to know the involvement of Cotton Corporation of India in the cotton business and its relationship with all the stakeholders like farmers, businesses, logistics etc.

Field visit- We visited the office of CCI, Ahmedabad wherein we got to know about the organization closely and collected visual cues.

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Field visit- Got to know about the different types of cotton in India and abroad, quality testing and storage.

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To know the visual perception of the cotton to the audience, logos of different organizations were studied

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Visual cues have been collected from different resources

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THE OLD LOGO

The old logo is used over thirty years and since the organization haven't followed the guidelines and rules for the logo, the logo is distorted. Different typefaces are used for printing logo for different applications. Field visit helped us to figure out all the possible applications of the new logo.

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Visual Explorations

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Form Refinements

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Colour explorations

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ALTERNATIVE CONCEPTS

Seven different options were created along with some tangible prototypes like letterhead, envelope, visiting cards and virtual mockups of each of the options.

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Selected alternative

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Improvised selected alternative 

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Approved logo by CCI head office

APPLICATIONS OF THE NEW LOGO

The new visual identity of the cotton corporation of India is implemented on various application.

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Visiting cards

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Letterhead and envelope

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Uniforms and other applications on cloths

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Central hall at CCI head office

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GUIDE BOOK FOR USING THE SYMBOL

To standardize the usage of the new identity a guide book is printed to show how to use the logo across all possible deliverables.

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THE SUB-BRAND- HIRA

The Cotton Corporation of India Limited (CCI), a Mini Ratna PSU, felt the need for a brand to assure the consumers of a good& reliable quality input for spinning & further value addition. The CCI launched its best quality cotton under the brand name ‘HIRA’ in February 2020.


The cotton being offered under the brand ‘HIRA’ by the Cotton Corporation of India is of highest quality and contaminant controlled, with better quality parameters in terms of less moisture, less trash & better grade than cotton available in the market; assuring the buyers of the benefits of better quality raw material, equivalent to quality standards of international cotton.

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HIRA — High in Reliable Attributes — these very qualities of the product (cotton) are reflected in the symbol for the HIRA brand. The Diamond is an epitome of superior quality. The single cotton flower inside the diamond is symbolic of a white sun radiating energy and prosperity in all directions for all stakeholders. The rays of uniform thickness represent the philosophy of the organization to serve the needs of all the stakeholders. The deep blue colour evokes faith in the organisation. Single colour makes it easy to replicate across different media.

The major application of the logo is to distinguish the premium quality packages

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Guide book for using the logo has been created to ensure the standardized usage

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Thanks for watching

Please leave your comments on this project 

SEE ALSO

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