The Nandan Nilekani chaired Unique Identification Authority of India (UIAI) on realizing that its name was not very uniquely identifiable had to go in for a makeover. They found a new name "Aadhaar" (meaning either Foundation or Support) and had a competition for a new logo last month - an adult version of the summer painting competition.
Of all the entries, they found a winning design by one Mr. Atul S Pant of Pune and gave him an amount of Rs. 1,00,000 - a fraction of what a professional design firm would charge. Then came the task of explaining their new logo. And here we go:
“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. The sun symbolizes a promise that shines on all residents equally — the number would enable access to services and resources for everyone, including people who have long been disadvantaged, such as marginal groups, migrants and women and children. The fingerprint within the sun indicated that the promise of AADHAAR stems from its uniqueness.”
Unlike the cattle, they try to convince us to get ourselves branded and numbered.
Update: 29th April 2010, The Mint's take- Left vs Right of UIAI Politics:
http://www.livemint.com/2010/04/29201314/Against-insecurity.html
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