Uttam Hasabnis

The day we evolve from the life’s basic needs and moved to cave paintings, rituals and festivals, the colours have a special space in our life. Uttam Hasabnis, a creative consultant at Cub Design, believes that even right colours for a brand come from a deep understanding of the brand’s target audience and it can makeor break any brand.

The colour of your brand is not only an essential character of your brand’s story but also important in all forms of communications. Colour has the unique ability to make or break the success of a product. The right colour decision for your brand doesn’t cost you much. But the wrong colour can really impact the overall performance of your brand.

At Cub Design, we believe that the positive effects of colours on the consumer decision certainly can help enhance the brand image and due to the different meanings of colours in different cultures, we need to consider the attitudes and preferences of our target audience when choosing a correct colour for a brand. The best way is to do an in-depth research. It creates in us a feeling about colour. Observe, experiment and see how they make sense for you. We give all necessary freedom to our creative team to explore the brand and its environment physically to bring out the perfect colour that supports the brand positioning. And make sure the process must be based on:

Specifying the type of target audience.
Understanding the concepts of colour in the
targeted culture.
• Deciding on what emotion the consumers will experience.

And taking a critical look at which colours are being used
in the market.


Sometimes, choosing a colour that stands out can help. Once you’ve determined what it is that your audience is looking for, you can best decide on the colour to help them find it.

At times, rebranding is important to indicate that the brand is still modern and progressive. When freshening up logos and products you have to think about whether or not you want to retain some of the past, or scrap it entirely, ‘However, this isn’t always the best option’. Most brands want to hold on to the equity and goodwill of their image, by maintaining some of the colours. But yes, you can add a secondary colour to refresh the brand image.

When choosing a correct colour, you must think far beyond your personal opinions. Also, it should never be an exercise driven by the personal taste of the superiors involved. Properly chosen colours define your brand’s value, strengthen and support your brand positioning, enable awareness and customer recall, and distinguish your brand among its alternatives. Picking the right colour should never be underestimated.

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must read. So, go ahead


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Creative Gaga - Issue 47


Design Stack spells out the major and minor of rebranding State Bank of India from its conventional state to one more representative of current times and digital services.


Design Stack was to create a new visual identity for State Bank of India, the nation’s largest and iconic Bank. Since SBI had stepped up its efforts towards developing digital products and services, a paradigm shift from its traditional methods to one more fitting towards, and in tune with, current times. The task lay in improvising upon its identity alongside to reflect the needs of an increasingly digitised world.


The key was to appeal to a new, growing and emerging audience while also retaining the trust of the bank’s existing customers – In other words, one that would translate to a new identity that built on the brand’s legacy and trust, yet imbibed a new energetic and dynamic nature. Since the State Bank of India monogram has been synonymous with the brand, for so long, it made sense to preserve and refine it, instead of changing it altogether and shocking its identity. The monogram was opened up to create more space. A step towards being contemporary, “State Bank of India” was abbreviated into “SBI”, to make it more relatable. The colour palette was expanded for scale and play, too. The deep, ink-like blue represents trust and integrity. A youthful yellow was introduced, alongside, for generating a contrast and contemporary feel.


The brand now retains its core values, while harvesting a new look and feel. It is completely new in characteristic, and, at the same time, also recognisable by its’ original individuality. It is now perceived as more open and approachable.

State bank of India
State bank of India
State bank of India
State bank of India
State bank of India
Creative Gaga - Issue 47