Corporate Identity for a Defence Consultant

Corporate Identity

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

AVARAKSH- Defence Consultants

AVARAKSH Logo Design

LOGO LOGIC FOR AVARAKSH

ABOUT THE COMPANY:

Avaraksh (Hypothetical) is an international aerospace and defence consultancy firm that works with business and governments worldwide .It is based out of New Delhi and has various experts who are specialists in different sectors of defence on its panel of consultants.

Defence is opening up for procurement; India is the largest market for procurement of defence equipment because all of the equipment is mostly imported to India. Billions of dollars are being invested in India especially with the make in India campaign at its rise.

This company will primarily consult two types of stakeholders:

1.       The International companies that wish to invest in India:

These companies are technologically advanced but have no idea of the procedures of manufacturing defence equipment in India AVARAKSH will help them to:

• Network in the defence sector
• Share information of government policies in India with these foreign investors
• Prototype evaluation and acceptance
• Custom Facilitation- clearances for the export of the equipment
• Interaction with the Ministry of Home Affairs
• Facilitate the Foreign Direct Investment for the foreign companies in India which is currently at 49%

Proposed Target Foreign Companies:  BAE, Augusta Westland, Airbus, Boeing, Euro-Copter, Mitsubishi (Companies are for America, Russia, Germany, Israel etc.)

2.       The Indian companies that know how the procurement procedure but want the technical know-how of the equipment that comes from abroad:\

• Facilitate FDI by the foreign companies in India
• Facilitate the formation of Joint Ventures in India example: Sirosky and Tata Advanced Systems Limited.

Proposed Target Companies in India Mahindra Defence, Shubros defence, Sun group, Larsen and Turbo, ROLTA, Bharat Forge, Reliance new ventures

AVARAKSH provides personalized consultancy services in the defence and aerospace sector. It is the only defence consultancy that provides an unconventional and technologically innovative strategy.

NAME LOGIC:

The name AVARAKSH is derived from the Latin term “AVA” which means consultant and “RAKSH” which means protection in Hindi. Also “RAKSH” is synonymous with the “RAKSHA MANTRALAY” or Ministry of Defence.

LOGO LOGIC:

This logo represents the trinity of the three armed forces; air force, army and navy encompassed within the globe. It is for an international defence consultancy firm. The top portion is a fighter navy ship; the bottom left is a fighter plane of the air-force and the bottom right, a tank of the army. All of these three are made by using empty spaces in the blue background.

The blue colour will represent the entire earth as seen from outer-space and it is the colour of the air-force(colour of air) as well as the navy (colour of water).The logo is in sync with the personality of the brand as it is new, unconventional and different from the traditional monotonous defence logos. 

Logo Design Credits: Rohit Kumar Jakhu