After conceptualizing the idea of creating a pan-Indian mark for Indian handicrafts, AIACA was searching for a logo that would characterize the craft worker’s unique skills as well as the unique characteristics of a craft product. However, AIACA was also clear that the logo chosen should have the ability to connect with contemporary audiences and not appear dated over time.

Given the National Institute of Design’s long association with helping to revitalize Indian handicrafts, the Board of Directors of AIACA decided to hold a design competition at the institute.

The selection panel consisted of Bimla Nanda Bissell, Vice-President of the Board of Directors, AIACA; Prof S M Shah, Principal Designer, Graphic Design, NID; Prof Anil Sinha, Coordinator, Graphic Design (PG), NID, Ms. Sangeeta Sen, Design Group Manager, Fabindia and Mr. Adarsh Kumar, Executive Director, AIACA. The jury went through a preliminary round of evaluation and short listed 11 entries out of the 43 total entries received. Out of these 11 entries, the jury further narrowed down to four entries, which conformed to the concepts that we wanted the Craftmark to convey.

The winning logo design was created by K A Rahim, a post-graduate student in the New Media Department at NID. The logo symbolizes the individual ‘threads’ that make up a craft product and is also a metaphor for the hands of the craft worker. The logo is designed to be used along with the word ‘Craftmark’ wherever possible.