This was one of the very initial ideas in the project ideation but we dismissed it considering it to be too simple and straightforward for the brand. But then, upon further exploration and ideation, the simplicity of this version of the identity began to make more sense as it conveyed the brand message in a simple yet powerful way in a split-second. It stands for key ideas like - connection, support, reaching out.
Taking cues from the curved extension joining the letters “n” & “g”, the visual assets were built to support other collaterals. This led to the concept of “taking new turns, sparking new connections.” The balls rolling through the different trajectories represent the people that form the group, taking new turns, meeting new people and passing on groundbreaking ideas and initiating pressing changes.