Aditya Birla Group's 'Applause Entertainment' Branding by Dynamite
After a long day at work, who doesn't love the idea of a perfectly made bed and a laptop with your favorite movie on and of course some snacks to nibble on? Probably every other Indian. Applause Entertainment is all set to provide such content and to help it reach out to a larger audience, the team of Dynamite has worked hard to design a visual identity/ branding that people will relate to.
Brief/ Challenge:
Applause Entertainment is a new-age content studio and OTT (over-the-top) platform, founded by the Aditya Birla Group that aims to cater to the current generation of Indian audiences whose favourite guilty pleasure is binge-watching movies and TV series, with a bowl full of snacks. To fulfil this, they are all set to produce and bring forth a wide range of content ranging from comedies to high-octane action shows.
Solution:
The task of branding this new forum-'Applause Entertainment' was taken up by the team of Dynamite, who began their creative journey to develop a visual identity, brand positioning & motion language for it.
"It's not entertainment if there is no Applause." became the primary point of communication of the company that became a major focus around which Dynamite developed the overall feel of the company. The team has worked efficiently to establish a visual look, tone and brand voice that depicted Applause as an entertainment powerhouse and a modern day solution to the average Indian audience who craves for story driven and entertainment content.
To develop the logo of the brand, the team at Dynamite decided to be true to it's parent organization - Aditya Birla Group. Taking inspiration from its logo that is known to people for many years, they developed the Applause symbol (A) and modified it for different on-air and off-air branding.
The 'A' logo acts as a visual device of light along with the being the symbol of the brand, which subsequently became a combination that Dynamite decided to play around with. While one of the modification is the 3D extrusion of the A symbol that is being used in the on-air transitions, the others include the unique identity of the logo for posters and other content, that stays true to the original Applause symbol.
Overall, Dynamite has hit a home run in developing its visual identity, taking inspiration from the past and revamping it to suit what Applause stands for and aims to be. While the content at Applause seems promising, the look and feel of the brand is something that should be given much credit and a round of applause.
Client: Aditya Birla Group's Applause Entertainment
Design Studio: Dynamite Design
