Whenever I see a design competition with an interesting brief, I always try to participate in it. Winning a prize is always secondary; the experience of creating something out of thin air is what I enjoy the most. The Bihar Rural Livelihood Promotion Society (BRLPS) recently conducted a logo design competition and one of my friends forwarded the brief to me.
Bihar Rural Livelihood Promotion Society an autonomous body under the Department of Rural Development, Bihar has made its prominence and has been recognized worldwide for making an impact on the community by creating sustainable livelihood opportunities as well as bringing the government policies accessible to the last person in the line.– BRLPS JEEViKA Logo Competition Announcement
All the products developed by the Women Entrepreneurs from JEEViKA Self Help Groups are local specialties of their area and indigenously produced making it the best of the quality. Also various trainings from time to time have enhanced the entrepreneurial ability as well as their marketing and branding strategies of various products. The products include Maize, Seeds, Litchi, Potato, Lentils, Bananas, fertilizers, etc. from Farm verticals and Madhubani painting, Sujani art, Sikki crafts, Jute work, Bawanbuti, stone carving, lac bangles etc. from Non-Farm verticals. Since, JEEVIKA is the one driving force behind these crores of women of Bihar and there various products it is necessary to provide one single identity to all these products under one brand name. It is being considered as a new milestone through social and economic empowerment by creating livelihood opportunities for women and encouraging them for entrepreneurship in rural areas of the state. It aims to bring different types of enterprises run by rural women entrepreneurs of the state under one umbrella to give them a strong representation.
In the context of the above JEEViKA is organizing a competition for making the LOGO, Brand Name and Tag Line for the Products developed/produced by the Women Entrepreneurs of JEEViKA. All these three components will portray the cultural heritage, purity, uniqueness, tradition, and Spice of Bihar.
Logo Design Submitted by Me
The logo depicts a Bodhi tree with aerial roots. A red Sun in the sky looks like a ‘Bindi.’
The monochrome version of the logo appears to be working well on various grey background shades.
Logo Animation Video
When I showed the above animation to a few friends, they thought that the arcs of circles reminded them of a rainbow. But I should state that while designing, I didn’t intend the logo to invoke such a thought!
Jeeva Logo and Logotype
Name ‘Jeeva’ and the tagline ‘Live Forever’ as well as the Hindi version are using the typeface Rozha One that can handle Devanagari script.
The emblem of Bihar depicts the Bodhi Tree with Prayer beads, flanked by two swastikas. The base of the tree is a brick with بہار , Urdu for “Bihar” inscribed on it.–The Emblem of Bihar, Wikipedia
My thoughts were centered around the Bodhi tree and I did a couple of doodles around that. The concentric circles are an abstract of the Madhubani art.
The ‘bindi’ Sun was a later addition to the logo during the execution.
- ‘Bodhi’ tree canopy are represented using concentric circles; just like the ‘Madhubani’ art
- Aerial roots are representing the concept of ‘Support’ — Self Help Groups are the building blocks of the JEEViKA movement
- ‘Bodhi’ tree has huge trunk and is firmly rooted; it represents ‘Stability’ for the stakeholders involved in this JEEViKA movement like the women entrepreneurs
- The sun looks like a ‘Bindi’ representing women empowerment
I designed this Jeeva logo on 27-Sep-2022 and submitted it on the very next day. 12-Oct-2022 was the last date of logo submission for the competition. I’m eagerly waiting for the results that are expected by the end of October 2022.