Kshitiz Anand

In one of my earlier posts, I had written about analyzing logos by using Semiotic Theory. What it basically was to take a closer understanding through different point of views related to the viewer, the designer, etc. Of late one notices that even the governments have been interested in getting their logos designed, and seeking inputs from designers. It is a healthy sign indeed. One such example is the Government of India working hard on the Unique Identification Project under the name of Unique Identification Authority of India and headed by former Infosys co-founder, Nandan Nilekani.

Nandan Nilekani launching the new logo and name

They recently had a new name (Aadhaar) to the whole project and a new logo unveiled.

I am going to do a critical analysis of this logo based on the semiotic theory and seeking the explanations from the phenomenological understanding that I have developed over the years of designing logos and branding solutions.

To start with, when trying to understand the semiotics behind the logo, one first has to understand the referential function i.e. the content of what the logo is composed. The Aadhaar logo is primarily composed of three parts namely, the sun and the finger print and the text below the logo. There are two prime signs in the logo in terms of the imagery. These signs signify certain attributes independently and then as a collective they have a different meaning. While doing a critical analysis, it is important that we understand the signified meaning of all the individual signs and what they signify and then finally the overall logo.

Being an Indian, I understand that the association with the Sun is perhaps more than any celestial body out there. The sun is an element that is worshiped across the country and hold . . . → Read More: A critical analysis of the Aadhaar Logo