Identity design

Craftmark

Designed over two decades ago, it still stands as the definitive mark of genuine handmade Indian craft.

Project type: Visual, Logo design
Team: Rahim (student, independent entry)
Duration: Couple of weeks (2004)

A student competition,
a lasting identity

In 2004, while studying at the National Institute of Design, I entered a student competition to design the Craftmark symbol. I was a junior competing alongside many senior students. My independent entry was selected as the winner.

The symbol became the identity for Craftmark, the certification programme managed by the All India Artisans and Craftworkers Welfare Association (AIACA).

A mark of the
hands behind it

Craftmark helps people distinguish genuine handmade work from machine-made imitations. It certifies specific craft processes, recognising the skill and techniques behind a product.

The programme connects artisan organisations with wider markets and sets standards for socially responsible production. On a finished product, the mark gives that work a recognisable identity alongside the maker’s own brand.

These labels show the symbol in use on Fabindia and rangSutra textiles.

Craftmark certification on a Fabindia label attached to green woven fabric

Craftmark and rangSutra labels on hand-embroidered blue fabric

More than a logo

The words “Hand made in india” make the mark’s purpose explicit. Each certification label adds details about the product: its craft process, production location and the organisation’s unique licence number.

The symbol remains consistent while those details change, connecting an individual piece to the process and people behind it.