Ugam Rebranding - Maitri Designs

Ugam Education Foundation, India

Year: 2019

Design Brief: To rebrand the Ugam Logo. The brief was to create a new logo that works in both English and Devanagari (Hindi) fonts.

Ugam education foundation, is a non-profit organization that is working with the local government in the rural districts of Jharkhand to improve the quality of education in residential girls government schools called KGBV.

The brief was to redesign the brand identity of UEF. The old identity was becoming very restrictive and structured. The choice of colours used was very dark and strong. There was a need for a new identity that would be aspirational, feminine and would relate to the school girls in rural India. But this identity also had to work with donors and other stakeholders who were contributing to the foundation from metropolitan cities.

Design Solution:

There were three important motifs that made the old identity, sun, kite, and a pencil. We decided to keep these motifs the same as they were a continuation of the brand identity from the old to the new.

We added another element – the sky. We also made sure that the new identity did not feel boxed or restrictive. Adding the sky as brush strokes allowed the identity to breath and feel aspirational. The kite/pencil was rotated to give a sense of movement. This helped us convey the message of reaching or aiming higher to reach the goals.

Below is the new brand identity and visual language for Ugam Education Foundation.

This was one of the most interesting, and challenging projects we have worked on.