Education Meets Inclusion
In a world driven by the transformative power of education, the M S Ramaiah Group stands tall as the pioneer of trusted, quality education and healthcare. With a journey spanning seven decades, their sprawling 80-acre campus in the heart of the city houses 21 institutions that are committed to shaping the minds of tomorrow.
However, amidst intensifying competition and a rapidly evolving landscape, the M S Ramaiah Group recognised the need to modernise and revitalise some of their oldest institutions while showcasing their cutting-edge initiatives. Thus, an opportunity for transformation emerged, to reimagine the future and pave the way for a new era of educational brilliance.
We embarked on an immersive and enlightening journey spanning six months. Through 42 interviews and 8 workshops with the internal team, 8 focus groups with prospective students and their parents, and 20 interviews with partners and vendors, we delved deep into their vision, aspirations, and challenges.
We uncovered a deep insight—the M S Ramaiah Group was not just synonymous with legacy and trust; it possessed the power to embrace modernity and progressiveness. While the Group had spearheaded several new-age initiatives, the associations with the name ‘Ramaiah’ were primarily driven by lifestyle rather than expertise and excellence.
A pivotal discovery emerged during our exploration—the recall value attached to the name ‘Ramaiah.’ Despite the prefix ‘M S,’ people naturally referred to the Group’s institutions simply as ‘Ramaiah.’ This revelation led us to propose the unifying ‘Ramaiah’ name for all 21 institutions, overcoming individual identities and unifying their collective strength.
Influenced by the inherent spirituality that the Group embodies, we crafted a new logo, a contemporary representation of a timeless icon. The shield, symbolising heritage, blended seamlessly with the majestic swan—an embodiment of knowledge-seeking enlightenment. The swan, with its sights set on the asterisk-shaped sun, represents the Group’s pursuit of wisdom and enlightenment.
With the foundations of the new identity firmly laid, a distinct visual language emerged. Through iconography and design elements, we wove a narrative that exudes both tradition and progress.
On May 31, 2016, the Group unveiled its transformative identity to the internal team, ensuring a seamless transition by conducting a series of workshops for all staff members. Then, on May 21, 2017, a landmark event marked the official launch of the Ramaiah Group of Institutions, accompanied by the inauguration of an upgraded infrastructure and the unveiling of a statue of the late Honourable Founder Chairman, Dr. M S Ramaiah.
The theme of this momentous occasion was the Group’s mantra, ‘Gyanam Vijnanam Cha Bhakti Samhitam’—or devotion to enlightenment. The distinct visual language was extended to backdrops and décor to campus livery, invitations, takeaways, Press Kits, and thought-provoking short films on the Group’s evolution.
Consistency of visual language was ensured through 6 months of collaboration, resulting in templated collaterals such as visiting cards, letterheads, envelopes, certificates, brochures, prospectus designs, identity cards, and more. Three comprehensive brand manuals captured the significance of the logo, its elements, Do’s & Don’ts, and various templates, showcasing the complexity and sub-branding initiatives across the Group’s partnerships.
As the Group’s online presence required unification, we crafted a website that showcased their wide-ranging expertise while honouring their storied journey.
With the expansive 80-acre campus offering a canvas for branding, we embarked on a project that celebrated the Group’s achievements through signages. We designed a coherent wayfinding system to orient and inspire, that unified the campus as the Ramaiah campus.
The tale of the Ramaiah Group’s rich legacy found its home in a captivating Brand Book, curated for both Indian and international audiences. This coffee table book presents the journey of the Group and narrative of every institution, showcasing their uniqueness and impact. Ramaiah Group, where education meets compassion, and innovation intertwines with tradition is shaping the future.