IDEX
Innovations for Defence Excellence (IDEX): a Ministry of Defence initiative to pool together talent from several sectors such as R&D, academia, MSMEs and individuals to bring development and innovation to the defence and aerospace sectors. A collaboration with Frozen Iris.
Service
Client
Branding
Ministry of Defence
Year
2018-19
The Indian Startup ecosystem has been witnessing a new trend from the last couple of years, which was earlier limited to fin-tech, AI-tech, is now all set to take the defence sector by storm with its innovative out-of-the-box ideas.
It is important to note that a few years ago, the Indian defence sector was exclusive to government companies but thanks to India’s Startup Revolution in the last one decade several small startups are now entering into the defence sector.
To represent this image and outlook-shift, I was asked to come up with fresh and innovative ideas for building the identity of this initiative.
The Logo
Each of the nation's three defence forces is symbolised with an arrowhead. An arrowhead represents the ability to pierce and destroy. But three such arrowheads come together to form a shield, a tool of benevolence. The connotation here is that India uses its agents of destruction only to defend and history has never seen and never will see India as an aggressor. Technology is represented by the boss of the shield. It enhances the ability of the union of three forces to defend better.
Use of "Shield" for Pride and Strength
Use of "Arrowhead" for 3 Indian Forces
Overlapping Circles for Technology
