Several companies came together to form ELF, a foundation that creates programmes in music, football, and toy construction and teaches them in schools across urban and rural India, with the hope of developing a sense of leadership and collaboration in children at an early age. 

We (The Random Lines) decided that each letter of the logo should have a unique quality, and appear to find its own voice and look – as a reference to how great education doesn’t make students all the same, but helps them find their unique talents and contributions. From there, each of the programmes, Music Basti, Just for Kicks, and Building Maya, were given fun symbolic icons in the same style as the parent logo, and a bright saturated palette to tie it all together and remain playful.