The Focus
Gitam University, a revered institution with a rich history of thought leadership (founded as Gandhi Institute of Technology and Management), sought a strategic refresh.
Their enduring vision, emphasizing the pursuit of knowledge intertwined with compassion, warmth, and kindness made them stand apart from other universities, which needed to reflect in their identity.
To truly resonate with a contemporary audience, Gitam needed an overhaul that reflected their legacy while propelling them towards the future.
The Design
The team at Elephant decided to position GITAM as a new-age sanctuary of knowledge with its roots in warmth & compassion, which adhered to their rich legacy.
These core elements reflected in the design revamp for GITAM, where motifs like the bird emphasize the freeing, liberating nature of knowledge and its inquiry, while the guiding hand embodies compassionate support.
The identity goes beyond aesthetic merits and is extremely versatile for use across large-to-small-scale applications, apart from being tailored for both offline and online media.
The Story
GITAM University, a name synonymous with academic excellence and philanthropy since its founding in 1980, approached us for a transformation that went beyond a visual refresh. Originally established as the Gandhi Institute of Technology and Management (GITAM) in Visakhapatnam, the university embodied the vision of Dr M. V. V. S. Murthi, a former Member of Parliament and renowned philanthropist, alongside a group of eminent intellectuals and industrialists. Their shared dream? To bring to life Mahatma Gandhi's vision of an institution for higher education that transcended all barriers.
Mahatma Gandhi believed in a holistic education that extended far beyond textbooks. GITAM strives to emulate these ideals by creating equitable opportunities for learning and fostering an intellectually stimulating environment where students can flourish. It was with this spirit that GITAM, previously affiliated with Andhra University as GITAM College, gained autonomous status in 2007. The Visakhapatnam campus, one of the university's oldest, sprawls over 100 acres and serves as a testament to GITAM's enduring legacy.
Collectively, GITAM’s three campuses include 19 esteemed institutions offering a diverse range of academic programs. This expansion reflects GITAM's unwavering commitment to providing accessible and quality education to a wider audience.
While their philanthropic roots and core values – the pursuit of knowledge imbued with compassion, warmth, and kindness – remained constant, GITAM sought a brand identity that reflected their commitment to a more modern and dynamic future. The transformation program aimed to not only modernize their visual identity but also to ensure their brand fully aligned with their core values, making their aspirations a reality for all stakeholders.
Our brief was clear: the new visual identity needed to stand out and communicate Gitam's renewed vision of being an exceptional knowledge-driven institution that valued not only academic excellence but also honesty and compassion. This vision wasn't simply a tagline; it was the driving force behind the entire transformation program. Each stakeholder, especially faculty members, had to believe in and embrace this vision for it to truly lead the change.
We started by deeply understanding Gitam's new vision. The university aimed to impart inspiration and joy through the pursuit of knowledge and moral values. These values were crucial as they set Gitam apart from other institutions whose vision statements were often generic and uninspiring. Gitam's focus on compassion and warmth needed to be at the core of their identity.
To translate this vision into a visual identity, we worked on two facets simultaneously. The first, "Sanctuary of Knowledge," conceptualized Gitam as a nurturing ecosystem that fosters a sense of community and wellbeing. The second, "Guiding Light," positioned Gitam as a beacon that illuminates the path to true knowledge, emphasizing that knowledge should be a warm, nurturing force rather than a cold, inert quality.
The resulting visual identity was a harmonious blend that echoed Gitam's commitment to compassion and knowledge. The new logo was a central piece of this identity. It depicted a guiding hand releasing a bird, symbolizing the student's journey of learning and taking flight. The bird represented freedom and the multidisciplinary nature of education at Gitam, while the hand symbolized guidance and support. Surrounding this was a sun, embodying the eternal wisdom and limitless possibilities that Gitam promised to its students.
This new identity was not just about aesthetics; it was designed to be versatile and functional across various applications. From small-scale formats like stationery and danglers to large formats like hoardings, the identity maintained its integrity and impact. It was equally effective in digital formats, making it suitable for social media campaigns, advertisements, and other online applications.
The launch of the new visual identity was a momentous occasion. We worked closely with Gitam to ensure that the rollout was seamless and impactful. The new logo and branding were unveiled across all platforms, accompanied by a comprehensive campaign that communicated the university's new vision and values. Stakeholders, from students and parents to faculty and prospective employers, responded positively, acknowledging the fresh, inspiring direction Gitam was taking.
In conclusion, our collaboration with Gitam University was a profound journey of transformation. Through a carefully crafted visual identity, we helped Gitam signal its renewed commitment to fostering knowledge with compassion. The new brand not only set Gitam apart from other universities but also laid a strong foundation for the university's future growth and success. Team Elephant was proud to be a part of this significant milestone in Gitam's history.
