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

Digital Corporate Communication for Improvement of the Image of Microsoft

By: Dhruv Malik Indian Institute of Mass Communication
(Advertising & Public Relations)

1. While designing a corporate communication strategy it is imperative to understand the opinion of the public and correlate it with facts, this guides us to know if an actual gap exists between the public opinion and what the organisation stands for.

2. A dipstick survey done found that public opinion was very different than what Microsoft stands for so an analysis was done and the recommendations were made.

3. Microsoft should use its image of a “Black suited corporate” and communicate with the external audience by a human touch.

4. Simplicity should be there in the communication of Microsoft and more of visuals should be used.

5. The brand communication should be reduced and the future should be talked about more. Microsoft should be showcased as a company doing magical things for India.

6. It should follow the Former Information First Out (FIFO) algorithm for the stakeholders that visit the website.

7. An instant connect should be made with the potential developers and the potential employees of various social platforms.

8. Questions that are the most basic and highly advanced should be answered by Microsoft on portals such as stack overflow, this would actually help the communication of Microsoft to humanize and help Microsoft build relationships.

9. Externalize the internal and internalize the external, an environment of trust and free flowing communication should be created.

10. Microsoft should sell its story to all its stakeholders. Everybody likes Microsoft but does not know much about it. Even though a late to the party , Microsoft can make a difference only if it humanizes itself.