Aasraa Trust

Logo redesign

Duration

April 2023 to August 2023

My Role

UX/UI Designer

Overview

I am working with an Engineer and the Head of Communications at Aasraa Trust, an organization based in India that is dedicated to providing opportunity and education to children from underprivileged backgrounds, to improve their brand identity. I have updated Aasraa’s logo in order to modernize the brand, increase brand recognition and create a cohesive theme throughout their digital platforms.

Problem

Aasraa has an outdated logo that does not reflect the core principles of the organization.

Goal

To create a logo that sparks thought and encompasses the organization’s ethos and goals.

Former logo

Notes:

  • This has been Aasraa’s logo since its inception (since 2009)

  • No one has been able to agree on a new logo in the past

Updated logo

Notes:

  • We are currently working on the final color palette; this orange is one of the options we are working with

Understanding the User

Users personas:

  • Adults (30-80 years) living in India who have disposable income for donations

  • Young Adults (20-35 years) looking for employment or volunteering opportunities

  • CSR or outreach teams at corporations based in India looking to sponsor a charity

User Interviews (round 1):

Participants (all based in India):

  • 1 prospective donor (age 45, female)

  • 1 previous donor (age 61, male)

  • 1 person looking for volunteering opportunities (age 25, female)

  • 1 person looking for volunteering opportunities (age 27, female)

  • 1 employee on a CSR team (age 35, female)

Method:

  • Remote user interviews (via Zoom)

  • Comprehensive hand-written notes were taken

Interview questions & condensed insights:

  • What are your thoughts on current logo?

    • 4/5 participants said the logo looks like it was made on google docs/word

    • 5/5 participants said they disliked the dashes used

    • 3/5 participants said they do not like the font

  • What would you like to see in a new logo?

    • 5/5 participants said they would like to see an incorporation of a symbol

    • 4/5 participants said they would like more color

    • 3/5 participants said they would like a more modern font

  • What logos (of other brands, organizations etc) do you like? Why?

    • Room to Read because of symbol

    • Airbnb because of rounded font and color

    • Vodafone because of recognizable symbol

    • Save the Children because of symbol

Former logo for reference:

User Interviews (round 2)

Participants (all based in India):

  • 1 prospective donor (age 45, female)

  • 1 previous donor (age 61, male)

  • 1 person looking for volunteering opportunities (age 25, female)

  • 1 person looking for volunteering opportunities (age 27, female)

  • 1 employee on a CSR team (age 35, female)

Method:

  • Remote user interviews

  • Comprehensive hand-written notes were taken

Interview questions & insights (these were asked for each iteration of the logo but I will focus on the insights taken from the final logo):

  • What are your thoughts on this logo?

    • 5/5 said they liked this updated version

    • 3/5 specified that it looked modern and clean

    • All around positive first impressions

  • What do you like/dislike about it?

    • 4/5 mentioned that they liked the font change and color addition

    • 4/5 mentioned that they liked the inclusion of a symbol

    • 3/5 said that it creates a stronger brand identity

    • No strong dislikes

  • What emotions or thoughts does it provoke?

    • 4/5 said that the symbol looks like a shelter or an umbrella

    • 2/5 said that the symbol reminds them of protection

    • 1/5 said that the symbol reflects togetherness and community

Updated logo for reference:

Conclusion

Initial Problem: Aasraa has an outdated logo that does not reflect the core principles of the organization.

How does the new logo solve the problem?

  • Adopts modern design techniques (font, color, shapes)

  • Evokes feelings that relate to the organizations meanings

  • Can use the semi-circle as a repeated symbol/identifier

  • Will suit physical and social branding well

Next Steps

  • Aasraa will incorporate this logo once they finalize the update of their entire website

  • After I finished this logo, I spent the next few months working on....

    • Color Palettes

    • Typography Choices

    • Iconography

    • Mid-Fidelity Wireframes of the website

    • Made sure to follow the theme/emotions set by the logo

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