Swinging on Stories: Rebranding Parag
Our association with Parag started in 2013 when we were commissioned to design a new year diary that championed children’s literature in regional languages. Over the years, with a steady increase in Parag’s portfolio of work and related design requirements, a need was felt in late 2016 to rebrand Parag and bring its visual presence up with the times. A new logo was arrived upon by the end of that year, however, it was over a period of next three years that the identity became more and more self-assured through an increasing number of diverse applications. This is the story of how that came about.
But first, a background into Parag. An initiative of the Tata Trusts, Parag supports the development of and access to good quality storybooks for children in Indian languages. They enable school and community libraries so that children have free access to books, and work with teachers, librarians, and facilitators to develop their capacity to engage with children’s literature. They also nurture the children’s literature sector through awards, professional development courses, and linking stakeholders together.
For the new logo, we wanted to come up with a visual that would instantly bring the two critical aspects – books and children – to everybody’s mind, thereby easily communicating the essence of Parag. Showing books is easy, children not so. So we searched for metaphors that convey ‘childhood’ strongly and came up with a swing.
“In the course of designing various elements of and for Parag, we have developed a strong working relationship and a friendship. They visualise with us the long term goals, the brand strategy and different possibilities for Parag. Because the creatives are fresh and out of the box, they leave a lasting impression with those who see them. This partnership has worked because each of us is free to express what we think openly, agree to disagree and take ownership of the final product.”
A New Home for Parag
During the course of rebranding Parag, it was felt that Parag is now ready to have its own website. Ever since Parag began operations in 2005 the only web presence it had was in the form of a mention on the Tata Trusts website. Down the line, this increased to two programme specific websites, one each for ‘Big Little Book Award’ and ‘Library Educator’s Course’. These were meant to address the urgent need of spreading awareness about them. By 2017, it was clear that Parag as a whole would need a single point of access for all its activities and programmes, not just the existing ones but for all the future initiatives as well. The new website went live in the middle of 2018.