Campaign Identity Design

The Brief:Design a campaign for the Shiromani Akali Dal for the upcoming elections in 2017. The campaign should clearly communicate and convince the electorate about the achievements of the Party led Government since 2007 as well as the rich legacy of the party since it came into existence. The face of the party, Sardar Parkash Singh Badal needs to be projected as the tallest leader of Punjab, whose contribution to the state is unmatched.

The Genesis:Electoral campaigns often deploy one central emo-tion around which the entire rhetoric and brand-ing is built. Given that this party has already had two terms and has done significant work in the last ten years, the central emotion should be moving ahead with con-fidence – a party confident of its leadership, confi-dent of being the true representative of the Punjabi population, confident of the work it has done, and confident that it has much more to contribute.

ConceptMoodboard

The Flag

VictoryRiverThe letter ‘Pa’FireYouthDynamic/MovementLegacy/Culture/Pride

The Logo: The logo derives inspiration from multiple connections to Punjab. At the outset, it is based on the ‘Pa’ alphabet from Punjabi and the ‘P’ of English, but it is a blend of various other things – the flag, victory, riv-ers of Punjab, fire, youth, dynamism, and pride.

InitialSketches

Explorations

Explorations

Final Logo

Final LogoDetails

Warm colours representing fire.

Blue colour represents river.The blue flag will be used along with the logo in the communication materials.

Youth

c - 0.6m - 37y - 93.7k - 0

c - 0.5m - 51.8y - 94k - 0

c - 99.5m - 93.5y - 6.6k - 0.5