Designer: Yeshwant Chaudhary, Communica Corporate Communications This logo was designed for Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) in late 40s. The philosophy behing the brand name ‘Amul’ meaning ‘Amoolya’ (‘pure’ in Sanskrit) has been directly represented in the graphic treatment of the word ‘Milk’ as an image reminding of cow’s udders for extracting milk in purest form. The connection creates a mark of quality associated with “Amul Milk’. The logo was used on the packaging and other collaterals distributed and managed by GCMMF then.