Aadhaar Concept: The UID brand name and logo
The brand name of the Unique Identification number (UID) will be Aadhaar. The name and logo for the unique numbers to be issued by the UIDAI have been developed keeping in mind the transformational potential of the program. Together, they communicate the essence and spirit of the UIDAI's mandate to people across the country.
The UIDAI's mandate is to issue every resident a unique identification number linked to the resident's demographic and biometric information, which they can use to identify themselves anywhere in India, and to access a host of benefits and services. The number (referred to until now as the 'UID') has been named Aadhaar, which translates into 'foundation', or 'support'. This word is present across most Indian languages and can therefore be used in branding and communication of the UIDAI program across the country.
The design, which has been selected as the logo for Aadhaar, is a sun in red and yellow, with a fingerprint traced across its centre. The logo effectively communicates the vision for Aadhaar. It represents a new dawn of equal opportunity for each individual, a dawn which emerges from the unique identity the number guarantees for each individual.
In February 2010, the UIDAI launched a nation-wide logo competition for Aadhaar. In the following weeks, over 2000 entries were received from across the country.
The criteria for deciding the winning entry were: