Brand Identity
NGO
Indira Foundation
Brand identity for Social Good
THE CONTEXT
Indira Foundation is a focussed, results-driven, and collaborative organisation working out of the USA and India.
With a mission to make mental health a priority, give opportunities to the deserving, and make learning accessible, the foundation needed a brand that could reflect its clarity of purpose and its vision for creating impact.
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THE CHALLENGE
The challenge was to design an identity that was simple, memorable, and meaningful.
One that could work seamlessly across geographies and mediums, while still carrying emotional resonance.
It had to go beyond being just a logo to becoming a symbol of hope, gratitude, and progress.
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NGO?
THE BIG IDEA
At its heart, Indira Foundation is about optimism.
The brand identity is built on the idea of looking upward.
Towards better opportunities, improved well-being, and a more hopeful tomorrow.
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THE LOGO
The initials “if” combine with the universal gesture of prayer and respect, turning the logo into a symbol of possibility.
The brand initials, "if" naturally carries a sense of hope.
The upward arrows amplify this sense of hope, reinforcing the logos meaning and intent.
Together, they create a mark that evokes gratitude, respect, and hope.
Logo Logic
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THE VISUAL LANGUAGE
The upward arrows form the foundation of our visual language.
Derived from the logo, they act as bookends to frame text, objects, and subjects, bringing clarity and focus to communication.
Their consistent use strengthens recall, directly linking the logo, the device, and the foundation’s values.
The black-and-white palette reinforces this system, chosen deliberately to minimise waste and ensure cost-effective, sustainable application.
The result is a visual identity that is minimal, adaptable, and instantly recognisable across every medium.
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To Del
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SCALABLE SYSTEM
The link motif became an expressive asset that could carry the brand without the logo.
It’s flexible enough to adapt, yet distinctive enough to stay recognizably Yulu, across sizes, surfaces, and screens.
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