Aadhaar: The UID brand name and logo
The UIDAI's mandate is to issue every resident a unique identification number linked to the resident's demographic and biometric information, which they can use to identify themselves anywhere in India, and to access a host of benefits and services. The number (referred to until now as the 'UID') has been named Aadhaar, which translates into 'foundation', or 'support'. This word is present across most Indian languages and can therefore be used in branding and communication of the UIDAI program across the country.
As Mr. Nandan Nilekani, Chairman of the UIDAI notes, "The name Aadhaar communicates the fundamental role of the number issued by the UIDAI the number as a universal identity infrastructure, a foundation over which public and private agencies can build services and applications that benefit residents across India."
The design, which has been selected as the logo for Aadhaar, is a sun in red and yellow, with a fingerprint traced across its centre. The logo effectively communicates the vision for Aadhaar. It represents a new dawn of equal opportunity for each individual, a dawn which emerges from the unique identity the number guarantees for each individual.
In February 2010, the UIDAI launched a nation-wide logo competition for Aadhaar. In the following weeks, over 2000 entries were received from across the country.
The criteria for deciding the winning entry were:
The Council short listed the finalists based on the stated criteria. "We faced a very difficult decision in selecting the finalists and the eventual winner," Mr. Kiran Khalap, a member of the Council says, "Thankfully, we had agreed to a set of criteria for selection that minimized subjectivity and bias."
The finalists were:
|The Aadhaar logo was unveiled at the UIDAI Ecosystem event held at Vigyan Bhawan, New Delhi on 26th April 2010.
Atul S. Pande, the winner of the logo competition, received Rs.1,00,000 in prize money. The other four finalists received Rs.10,000 each.
"It's a great privilege for me to have had this opportunity to contribute to the UIDAI project. I believe this contest reinforces the UIDAI's promise of equal opportunity for all, because it gave so many of us a chance to design for, and be part of, a truly transformational project", said Mr. Pande.