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For the occasion & celebration of

50th anniversary of NID

Visual Language

Visual Design for 50 yrs of NIDProcess Documentation

Kanchan DhankaniSemester 4 PGDPD Graphic DesignNID 2008-2009 Batch

Guide:Anil Sinha

CONTENTS

Background 1

Project proposal 2

Investigating spaces 5

Survey 20

NID spaces 21

Mind maps 26

Design criteria 28

Concept 30

Design development 33

Extending concept 40

Explorations 47

Feedbacks 48

Installations at different places 52

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Why this project

Background

As I have already done a project on space installation in

Germany I saw a scope to implement similar expressive space

experience in Indian context

The exchange program and the trip of Europe give me an

exposure to a variety of spaces this made me more sensitive

towards space design.

There is a lot of scope in giving an experience through space

design. A few examples of striking space design I came across

in Europe are shown here.

Giant “I Amsterdam” Letters

Bauhaus Berlin Germany

National gallery Berlin Germany

Art gallery Hannover Germany

Space design project at FHH Hannoer University

This project was my first experience in space design.

I studied how the weather change plays a role in

minds and moods. Similarly spaces can be consciously

designed to give a particular experience . Here I choose

a fire exit’s counter space to give an experience of day

dreaming and end less thoughts running at the back

of the mind. Connections of different levels are build

which influences the subconscious mind.

Giant “I Amsterdam” Letters

These public sculpture letters are in coordination with

Amsterdam’s current motto and city marketing campaign.

The concept “I amsterdam” was created by KesselsKramer

(advertising agency). The letters travel throughout the city,

current location: Museumplein (Museum Square), in front of

the Rijks Museum.

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Project Proposal

Kanchan Dhankani

Semester 4, PG graphics 2008

Email: kanchan_d@nid.edu

Phone: 9277102096

Guide: Prof. Anil Sinha

Project title: Visual design for the occasion & celebration of fiftieth anniversary of National Institute of Design.

Introduction: The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research.NID had been set up looking at the industrial design education being imparted in Bauhaus and Ulm in Germany. It is known for its pursuit of design excellence to make “Designed in India, Made for the World” a reality.In the year 1961 the Government of India set up the National Institute of Design as an autonomous national institution for research, service and training in Industrial Design and Visual Communication.We are indeed privileged to be witnessing the Golden Jubilee year of NID from November 3, 2010. The celebrations to mark this occasion would commence from November 2010 and continue till November 2011. This would be an excellent opportunity to reflect on fifty years of NID’s contribution towards India’s development through the Institute’s forays into design education, research and training.This would be an opportunity to celebrate and acknowledge the importance of design and design-oriented professions. An occasion to honor all those who played significant role in transforming NID into a premier design institute.

Scope of working direction• This occasion calls for an visual design with which we can spread the Values and the Pride of NID • This will be the design language that celebrates golden jubilee of NID throughout the year 2010-20011• This project aims to enhance the experience of environment

Location: NID Paldi campus

Occasion: 50th anniversary

Target audienceAnyone who visits or passes by the location

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Need

• This project would find the most fitting way to connect with all those who were associated with NID and honor the visionaries who played a significant role in transforming NID into a premier design institute.

• Visual design of the event will become a part of the environment to communicate and announce the celebration of the prestigious occasion.

• The vibes of this event must reach out in the city of Ahmedabad to celebrate the prestigious moment together and value its asset.

Expected learning:Understanding and analyzing factors, which build identity of an educational institutionLearn to translate set of values evolved with 50 years of NID existence in to visual design.Understanding the dynamics of space.

Methodology and strategy:• Information collection• Interviews & survey• Realizing spirit, values and impressions of NID• Brainstorming and generating alternate design concepts• Design development • Design evaluation/validation• Selected approach• Presentation & documentation

Student’s sign Guide’s sign DateKanchan Dhankani Anil Sinha

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Structure

• Information collection

• Interviews & survey

• Realizing spirit, values and impressions of NID

• Brainstorming and generating alternate design concepts

• Design development

• Design evaluation/validation

• Selected approach

• Presentation & documentation

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Investigating spaces in India

I was looking out for striking and conscious space designs in India. I began with Universities,

then searched for architects and installation artists works.

Places considered • Architecture College Chandigarh

• Nrityagram dance village Bangalore

• Sir JJ. Institute 75yrs Mumbai

• Sprouts Installation Delhi

• Open hand Monument Chandigarh

• Gateway of India gate Mumbai

• IIM New campus Ahmedabad

• Kankaria Lake Ahmedabad

• AMA University Ahmedabad

Open hand Monument Chandigarh

Architect : Le Corbusier

It is also meant to convey the symbolic message

“Open to give, open to receive”.

There is probably no city emblem in the world

quite like this one. ‘Open to give and open to

receive’ presumes an open mind.

Rising 85 feet high from a sunken trench, a giant

hand in metal sheets is designed to rotate like a

weather cock.

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Nrityagram dance village Bangalore

Architect : Gerard Da Cunha

Vernacular architecture with a muralof 3 women at entrance

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Sprouts Installation Delhi

Designer : Vibhor Sogani

Concept visualization and models

Vibhor has been working on large

installations in various materials. Public

Art and Urban Installations in Public

spaces and Traffic round-abouts are his

new areas of fascination.

One of his creations, ‘SPROUTS’, a

40 feet high installation, is currently

being installed in the 6 acres of greens

which lies between the flyovers at

AIIMS crossing, Delhi. This project is in

collaboration with Jindal Stainless Ltd.

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Entrance mural shows Le corbusier modular system

Architecture College Chandigarh

Architect : Le Corbusier

Students interaction with this space

Le Corbusier explicitly used the golden ratio in his Modulor system for the

scale of architectural proportion. He saw this system as a continuation of the

long tradition of Vitruvius, Leonardo da Vinci’s “Vitruvian Man”, the work of

Leon Battista Alberti, and others who used the proportions of the human

body to improve the appearance and function of architecture. In addition to

the golden ratio, Le Corbusier based the system on human measurements,

Fibonacci numbers, and the double unit.

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Gateway of India gate Mumbai

Design team : Architect George Wittet

First Major Event

The passing of the First Battalion of theSomerset Light Infantry. They were the last troops of the British to leave India after independence.

The ceremony was conducted on 28th Feb 1948.

After the review feedback I got a focus on what kind of places I must focus on.

The main idea behind the construction of the Gateway of India

was to celebrate the visit of King George V and Queen Mary

to Bombay. Sir George Sydenham Clarke, the then Governor

of Bombay, laid down the foundation stone of the monument

in March 1911. However, his plan was approved in 1914 and

the reclamations at Apollo Bundar got completed in 1919.

Designed by George Wittet, an architect, Gateway of India took

approximately 4 years (1920 to 1924) to get fully completed

Investigating ‘eventful spaces’

My project needs an inquiry of spaces which are related to

celebrations of event full spaces. Therefore Gateway of India

makes it more appropriate place for research.

Students paint Ram and Sita on college walls

The students of JJ School of Applied Arts have intelligently

weaved the story of Ramayana with college life and painted

it on the walls of their college. The paintings are actually part

of the 75th year anniversary of JJ School of Applied Arts which

falls on February 19, 2010.

The paintings have eight to 10 main stories

Sir JJ. Institute 75yrs Mumbai

Concept by : Rahul Gaikwad & Yadnyee Gaikwad(alumni of the college)

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CEPT University Ahmedabad

Simple flash lights highlighting trees is what builds a different environment in CEPT campus.

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AMA University Ahmedabad

Architect : Bimal Patel

Mural - Illuminated mural

Illuminated inside view

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View from the main road

Other interesting spaces in AMA

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IIM New campus Ahmedabad

Developed by : Bimal Patel

The integration of flora along with the floral design of mural played a good role in bringing freshness of nature in totality.The lights of different temperatures made every place alive and more dramatic here.

Kankaria lake development project changed the complete experience of the place. The colourfull light play on the long stretch of the lake gave a good make over. The place looks more happening, full of life, maintained and uplifted the standards of every thing around.

Kankaria Lake Ahmedabad

Developed by: AMC

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Standing with Interesting space Designs in AhmedabadWhat does NID communicate through its space ?

SURVEY

1) Do you think the exterior of NID (entrance façade) features the spirit of NID?

MAXIMUM NOWHY?• Because it is not as vibrant as the people inside and looks too stiff• Doesn’t give a clue of what this institute is all about•There is nothing especially done to draw attention and communicate any message

2) Would you prefer a change on NID façade? (boundary wall, Main gate, NID mural etc spots seen before entering NID)If you want to change then what change?

MAXIMUM YESMurals by the students or something more colourful

3) In what ways do you contribute towards making of your own environment? ( personal space like your room, work place etc)

add posters, add colour, sometimes spray paint my boxes and belongings to match, Put up pieces of my work, cleanliness, Painting, arranging furniture etc.

4) How do you perceive NID environment

very safe, like large spaces, lots of design information in the air.the indiscipline adds to the design discipline, Very culturally rich, and thanks to all the greenery -close to nature

NID Paldi campus Ahmedabad

Exterior

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22Spaces made by students

Interior

The brick red & orange colour compliments the natural environment

Campus The brick red & orange colour compliments the natural environment in the campus

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Observation

• MiscommunicationBranding of reliance fresh is overpowering

• OpportunityThis space has a potential to project our statement very strongly and impactfully

Boundary walls

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NID MAIN GATE

INSTITUTE

HOSTELentrance gate

high potential

moderate potential

less potential

MIDDLE GATE

views

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Visual language

for

Golden jubilee

Mind maps

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Mood board

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Design criteria

The external façade must be lively, welcoming and expressive but The exposed brick wall compliments the architecture inside.

Therefore the exposed brick should be maintained for the visual continuity.

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‘Originating from a white beam splitting in spectrum’ is what I connect to NID

Design at NID is like Diverging in different directions & converging with ideas

The Multi disciplinary, vibrant and active features of NID

Concept

VI

BG

YO

R

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Design Development

Projection

Approximately

6 inches

18 inches

45 inches

Current dimension

18 inches

23 inches

Proposed extension

35 inches

23 inches

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The mesh • Sun rays• Illusion of closing and opening• Movement• A filter• When the light will be projected these lines will cut the light and form distinct beams

Responsive environment • The campus is alive its breathing through these holes

• The lights will be giving response by slowly becoming dim to bright

• The lights will look as responsive as the pupil of our eyes. A very subtle but attractive movement

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Main Gate

Middle GateRendered wall

NID campus plan

Continuity

Places where there is no Hume pipes in the walls we can still maintain continuity by giving an illusion like shown in the picture.The location shown in the picture must be given a fresh look and has to be more highlighted as it this is the most prime spot of NID facade.

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Divergence &Convergence

Inspiration

Form

Newton was the first to prove that white light is made up of all the colors that we can see.

Newton believed that all the colors he saw were in the sunlight. He thought he then should be able to combine the colors of the spectrum and make the light white again. To test this, he placed another prism upside-down in front of the first prism. The band of colors combined again into white sunlight.

Current structure

Proposed structure

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Review Feedback

• Investigate ‘eventful spaces’ ‘built in the memory of’ type of spaces & community driven and owned spaces

• NID connect has to be strong ( what is nid ? ) the uniqueness of NID & 50 years of nid related brainstorming has to be done.

• Think beyond - think out of the box The scope of Hypothetical projects have not yet been explored DO NOT restrict your perspective

• The boundary wall photographs has no reference of scale

• Need to look at the larger issues of executions (environmental factors .etc)

• Conceptual clarity

• Give more alternatives

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Main Gate

Middle GateRendered wall

NID campus plan

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Extending concept

In one word what is NID about? A brainstorm with people was done. From the brainstorm the word “sharpening” clicked. I feel this describes to its best what this institutes major roll is. NID sharpens mind, skills, imagination, creativity and prepares one to become professionals.

The word “sharpening” was taken forward to develop a concept.Taking sharpening as a key word, brainstorm with pictures was done and it took shape of this mood board

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Mo

od

bo

ard

- s

harp

en

ing

Concept table

Pencil being a common element between education and design was constantly on my mind. A pencil gives first face or form to any idea on paper. Let it be from any discipline, a pencil gives shape to any idea, imagination and innovation. It is definitely a tool to be given respect and honor.

From the mood board I chose different ways / meanings of sharpening and tried to show it through pencil. For example: to show FOCUS the pointed tip of the pencils top view was shown.

Then I analyzed what message is evolving out of each situation. For example: when the pencil is sharpened using a knife the stroke, force are the words coming in mind. For each situation, I jotted down those words and prepared the concept table.

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Sharpening process

Pencil shavings :by-product of sharpening

Connecting with Ahmedabad

Connecting identity with trees

Dynamic logo

Art tools

Industrial Communication

Explorations

The chisel point

The needle point

The bullet point

The standard point

The art of sharpening pencils

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At first I had selected the sharpening process (taking the sharpener as it is a universal tool)But soon I realized that this concept wont work as in design field using sharpener isn’t the right technique of sharpening pencils.

The pencil shavings being the by-product of the sharpening process were also given importance. I tried to connect the various forms of the pencil shavings with the Ahmedabad road’s contour. This is to claim that parallel with the sharpening process NID has developed Ahmedabad’s outlook and this road of development will continue going further nation wide and world wide.

Drawbacks of this concept1. Using sharpener is not the correct method for designers2. Pencil shavings are usually seen as waste3. The pencil goes shorter and shorter as we keep sharpening

All these points could take the communication is undesired directions and therefore there is need to have a stronger base.

Selection Process

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Going back to concept table

From the sharpening table I picked up 4 sharpening methods Focus, chisel, sharpening and abrasive Focus and the chisel talks about the personal development (mind and skills), whereas sharpener and the abrasive wheel refers to the approach towards design (global and detailed approach).

Focus: mind clarity and focused aimsChisel: personal skills Sharpener: Universal, global approachAbrasive wheel: Fine refinements, detailed approach

These symbols can be used for installations.This concept can be taken further to build visual identity.

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Selection

H E A DHEARTHAND

The pencil stands for communication design and the circular saw stands for Industrial design.• The character of pencil: hexagon long bold sharp lead• The character of saw : soft edged, movement in clockwise direction, • The logo is set in continuous act of sharpening

When appeared in web of any digital media or even installation the saw will rotate in clockwise directionThis makes the logo dynamic.

The pencil has been positioned up straight to project confidence, support and strong this also gives balance to the unit.

‘Head, Heart and Hand’ interpretation evolved with this unitWhereThe saw is the head, the pencil is hand and heart is what we put in to giving life to ideas creation and imagination.

Out of the four I further boiled down to one method that is the “Abrasive Wheel”. This is because it not only talks about sharpening but also symbolizes the 2 disciplines of design - communication design and industrial design

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Explorations

HEADHEARTHAND

H E A DHEARTHAND

H E A DHEARTHAND

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• The turner looks like a flower

• The dates 1961 2010-2011 is complex to understand

• Integration of 2010-2011 must be done to minimize the information

• The turner can be made more simpler by minimizing its teeth

Feedbacks

Teeth were reduced

Integration of 2010-2011

Flipped in clockwise direction

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• Dynamic

• Strong statement

• Futuristic aims

• It is dynamic as the logo is visualized in 3d and has been

designed to set in motion where ever possible.

for example the circular saw with the number 1961 will be

rotating in digital medias and in 3d installation.

Logo development

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Basic colour scheme

Clolour

The clolours of celebrationsEven the colour scheme has been given for all the visible and non visible sides of the pencil The six sides of pencil is coloured in color wheel order with 3 primary and 3 secondary colours. 3 positions are freezed where the center colours are primary colours these three can be used for print media.For print media we get a set of 3 colour schemes which can be used for different types of communication for example Local, national and international communication or students, staff and guests

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Connecting identitywith trees

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Installations at different places

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Installationsalong the pathway

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The visual design of 50 years of nid can be used and placed in different ways inside or outside the campus. The word of design education will be spread. This theme can be further extended and made to suite different medias maintaining its visual language.

Visual Design for 50 yrs of NID

Process Documentation

Kanchan Dhankani

Semester 4 PGDPD Graphic Design

NID 2008-2009 Batch

Guide:

Anil Sinha