Ayushman Bharat

BRAND STRATEGY + BRAND IDENTITY

Rajnagar, Bihar

A unique people-centric and humanistic branding that embraces and celebrates India’s diversity.

The visual branding for 1,50,000 health and wellness centers was designed to meet the directive of Government of India’s Ayushman Bharat program "to make the health centers more accessible and inclusive"

lopez-design-ayushman-bharat-branding-prime-minister-narendra-modi

Prayagraj, Uttar Pradesh

Shaheed Dweep, Andaman

The branding system allowed every health center to customize their building facade by using their local craft patterns, giving the local people a sense of ownership and pride.

Chandigarh

The branding system allowed every health center to customize their building facade by using their local craft patterns, giving the local people a sense of ownership and pride.

lopez-design-ayushman-bharat-patterns-evolve-from-different-arts-and-craft-gond-wari-aipan

The artist has to replicate a given template by encircling available windows or doors. The template has a circle and a rectangle. The six circles will contain basic illustrations of the six main services the health centers offer.

The space between the parallel border lines are open for exploration. Here, the artists bring in local patterns, which give each centre its unique individualistic character.

Images of the finished health centers across India, show how artists have created their own expressions within the unifying system, which is evidence of a powerful people centric brand.

Mamit, Mizoram

Nalanda, Bihar

Baran, Rajasthan

Kota, Rajasthan

Jhunjhunu, Rajasthan

Sikar, Rajasthan

Sikar, Rajasthan

Rakkar, Himachal Pradesh

Balrampur, Uttar Pradesh

Instead of being the dominant paradigm, the branding incorporates choice, giving power to people, so they own, influence, and grow the brand. “Each region of India has its distinct culture, language, and craft. It is important that we respect these cultures to bring people closer to the initiatives of the government,” says Anthony Lopez

Saiha, Mizoram