Working from its Mumbai office to secure the contract, Saffron was appointed in late summer 2010 following a pitch.
Saffron creative director Bill Darling says working to an open brief, a range of stakeholders were first identified. These include government leaders; small to medium enterprises; students; artisans and craftsmen; and a government empowerment initiative.
Working around the idea of ‘Everyone’s Bengal’ – words which are expressed in some versions of the identity – a circular section of the Bengali lettering has been replaced with graphic variants, making a ‘flexible conceptual conceit’, Darling says.
Vibrant colours used across the system are drawn from Indian culture to ‘capture the energy of the state’, says Darling.
Saffron chairman Wally Olins unveiled the identity yesterday to key stakeholders ahead of a state-wide roll-out.