ASSAM RIFLES WIVES WELFARE ASSOCIATION (ARWWA)
Concept Note: The New ARWWA Logo
Celebrating Identity, Strength, and Sisterhood
The Assam Rifles Wives Welfare Association (ARWWA) has long been a pillar of support, welfare, and empowerment for the families of Assam Rifles personnel. In keeping with its expanding vision and deep-rooted presence in the North-Eastern region, ARWWA has unveiled a new logo—one that is not just a visual identity, but a reflection of its values, ethos, and regional pride.
This concept note outlines the inspiration, symbolism, and message behind the new ARWWA logo.
The existing ARWWA logo, officially approved on January 31, 2020, by then-President Mrs. Sangwan, marked the organisation’s first adoption of a formal emblem. Before this, ARWWA did not have an official logo. The upcoming change will be the first revision since the introduction of an official identity, making it a significant milestone in the visual evolution of ARWWA.
The new logo is designed to represent the collective strength, cultural richness, and emotional fabric that define ARWWA. It visually brings together tradition and progress, individuality and unity, emotion and identity. The logo is both contemporary in appeal and rooted in the cultural context of the eight sister states.
It is a powerful symbol of who we are and what we stand for—women connected through purpose, compassion, and courage.
The logo is also representative of the women who essentially take care of the families of the soldiers and officers, investing themselves emotionally and mentally above all. We in the Assam Rifles believe that enhancing the fraternity of women who stand tall and support their families is taking care of the full force. Family, after all, is a single unit.
a. Colour Palette
Red and Black
These are colours commonly found in the traditional attire and motifs of all eight North-Eastern states. They symbolise cultural unity, dignity, and vibrant identity.
Green
The colour green represents Assam Rifles as a force—a symbol of protection, strength, and stability. It connects the Association’s identity to the Service.
b. Central Motif – Cluster of Women
At the heart of the logo is a cluster of women. This design element:
Represents togetherness, collective strength, and the vital role of women in nurturing families and communities. It is also telling of the human bonds that prevail in all kinds of situations, tough or easy.
Pays homage to the diversity of the region, while symbolising unity in purpose.
c. Core Values – Words of Essence
The logo incorporates three powerful words in Hindi:
Asha (Hope) – A symbol of resilience and the aspiration to build a better future.
Vishwas (Belief) – Signifying trust, faith, and confidence in the self and the community.
Maitri (Human Bonds) – Representing friendship, empathy, and emotional support that define the ARWWA sisterhood.
The new ARWWA logo serves as a visual embodiment of the Association’s mission—to uplift, connect, and empower the women and families of Assam Rifles. It speaks to:
The emotional and cultural connection between members across the region.
The shared journey of hope and belief undertaken by ARWWA families.
A community rooted in compassion, built on trust, and flourishing through collective action.
The new logo will be used across all ARWWA communications, including:
- Official documents and reports
- Websites and digital platforms
- Event banners, merchandise, and awareness campaigns
It will offer a unified identity for ARWWA chapters across the North-Eastern states, reinforcing the Association’s shared vision and purpose.
- The new ARWWA logo is more than a design—it is a declaration of identity, unity, and hope. It honours the cultural richness of the North-East, the strength of the Assam Rifles community, and the bonds that tie every ARWWA member together. It is a reflection of a collective spirit. Rooted in culture, uplifted by values, and driven by purpose, it celebrates the soul of the North-East and the heart of the ARWWA family.
With this new symbol, ARWWA moves forward with renewed purpose and pride.