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The changing times often call for channels to rediscover themselves and refresh their brand as a whole. Zee Cinema approached Dynamite Design to revamp its brand undergoing a total visual transformation at the commencement of a new era in cinema.

zee cinema rebranding
zee cinema rebranding

The Brief

With modernization, channels often strategize to rediscover and reposition themselves in the market through rebranding. A refreshed packaging involves renewing the logo to proposition a change that is synonymous with the content and the tagline adopted by the channel.

 

Zee Cinema, since its inception, has stood for three things: Movies, Masti and Magic. With the commencement of a new era in cinema, the brand decided to undergo a total visual transformation including a shift in brand focus – to dial up the Magic and Masti quotient in their brand promise. Thence the company approached Dynamite Design to re-assert their brand with a novel visual approach.

zee cinema rebranding
zee cinema rebranding

The Challenge

The major challenge here was to create a defining visual identity for Zee Cinema that was befitting with the brand’s overhauled roster of sister channels. As a movie channel, it was important to keep the visual identity true to the brand’s philosophy by encapsulating an idea true to the content delivered.

zee cinema rebranding

The Solution

Utilizing the concept of light and its movement to portray the channel as a portal, the design embodied the magic of light that leaks out of the film projector to create the charm of cinema in its logo. The rays of light designed in the logo emulate the shine and light leak of a film projector creating a sense of drama to visually connect the audience with the channel’s true identity. The same concept was taken forward for the channel idents with the alluring thaumatropes created through a series of stark visuals that conveyed masti and magic – the two core ingredients of Zee Cinema.

zee cinema rebranding
zee cinema rebranding

The Result

With the concept in place, the visual language was extended and interpreted throughout with a rich and vibrant colour palette for the on-air packaging in the studio environments. These designs seamlessly transcended for the off-branding as well.

zee cinema rebranding
zee cinema rebranding
CURRENT ISSUE
Creative Gaga - Issue 49

 

The new revamped design of Spectranet by Ochre is bold with its unique typeface and successfully encompasses the vision of the company making it seamless and customer centric.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

The Brief

Rated as India’s fastest fibre broadband provider by Netflix, the young and ambitious leaders of the company envisioned to provide a revolutionary approach and change the face of the Internet in the country. Thus, they wanted to revamp their brand model with Ochre using its design disciplines to market the product and make its mark in this niche segment. Spectranet is the rebirth of a ten-year-old company in its quest to improve the broadband services for the futuristic citizens.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

The Challenge

Rebranding in the Internet segment called for a tactical analysis of the current situation. Although the demand is huge with India’s vast population base, the average internet speed stands at 4.1 Mbps. And only a marginal percentage of people have access to a high-speed fibre optic connection. The mass cannot comprehend the advantages of speed or other technical jargon and become frustrated when they are unable to stream their favourite show/ not work efficiently. Moreover, the offers provided by the incumbents are expensive, filled with caps and traps.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

Discovering an opportunity to humanise technology and focus on consumer needs, the brand name was changed to ‘Spectra’ to showcase the company’s future direction of providing much more than mere ‘Internet’ such as cloud services and security services.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

The Solution

Embodying the disruptive spirit of the company, the new design needed to be functional and stylish. Ochre deployed ethnographic research techniques to understand the role of the internet in today’s era. Therefore, Ochre collaborated with the Rick Banks of F37 to re-define the brand with a custom-made, iconic typeface that would stand out and speak to the customers in a recognisable, yet, bold and singular way.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

The tone was subsequently articulated with attitude and confidence with headlines that subvert accepted the language and functional copy that is unapologetically playful. Evolving the brand identity with a better visibility through design, UX/ UI interface was made much more seamless for better customer experience.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface

And the Result

The revamped, new brand showcases customer-centric model with the changes made in its systematic processes, enhancements and a mindset to market the product solely focused on the benefits of the customer.

Spectranet Rebranding with Unique Typeface
Spectranet Rebranding with Unique Typeface
CURRENT ISSUE
Creative Gaga - Issue 49

 

Rebranding is the art of refreshing the existing and  inducing a new spirit into it. The process can be challenging, if not daunting, but that is where the fun and excitement lie. Here are some of the best rebranding projects in recent times; take a peek.

Fanta

Everybody knows Fanta, and it has gone through a rebranding process recently. The bold, vibrant and orangey global visual identity of Fanta was initially re-imagined in paper-form, before putting it further to the digital process. This provided the much-needed base, approach, and direction to the rest of the branding process. A multitude of languages was applied by the way of Latin typography, alongside letterforms and logograms of scripts such as Japanese, Thai, Amharic, Korean and Arabic. This was done keeping in mind the fact that Fanta uses bespoke typeface created by hand, working across regular and extended weights, intending to be both natural and playful at the same time. The result, a young, trendy and expressive Fanta.

Fanta-Rebranding
Old-Logo
Fanta-Rebranding
New Logo
Fanta-Rebranding
Fanta-Rebranding
Fanta-Rebranding

Designed by Studio Koto


Relaxo

Relaxo has led the world of footwear in India for about 40 years now. Identifying itself as an ever-evolving brand, and to thus align itself with the simultaneously evolving consumer & state-of- the-art offerings, the brand decided that it was time for a rebranding/ makeover – a transformation validating existing values and infusing new and relevant ones.

Thus, the rebranding exercise focused on infusing a youthful and transformative spirit that felt important for the growth of internal and external stakeholders of the brand. The brand’s dynamism is now embodied in its forward-slanting ‘Blue Berry’ coloured letters, while a ‘Sunny Yellow’ coloured swoosh flows across it to signify a wave of transformation, optimism and positive growth.

Relaxo-Rebranding
Old-Logo
Relaxo-Rebranding
New-Logo

Designed by Elephant Design


Wipro

The Wipro logo is a bold and dynamic signature that proudly headlines the vision pursued itself. Its styling captures the sense of fluidity, resourcefulness, optimism, and creativity with which it approaches everything. The simplicity and elegance of the mark signal a keen intellect; one that is completely in synch with the world around itself – vibrant, aware and forward-looking. Building on the universal form of the circle, the radiating rings of dots around ‘Wipro’ suggest the many connections the brand creates for its customers.

 

Together, they convey a sense of outward motion propelling the organisation into the future. The colours of the brand-mark also speak of the company’s character, highlighting its reliability and authority.

WIPRO-Rebranding
Old-Logo
Wipro-Rebranding
New-Logo

Designed by Landor India


SBI

Instantly new, yet instantly recognisable.

The nation’s largest banking and financial services provider positioned its new brand identity as one designed to intended to depict SBI as a modern, progressive bank, ready to meet the financial needs of all Indians. The rebranding challenge was to arrive at a fresh perspective while retaining the brand’s iconic stature. Strategically, it needed to be ‘Instantly new, yet instantly recognisable.’

SBI-Rebranding
Old-Logo

Combining the legendary SBI monogram with the abbreviated SBI word-mark was pivotal to the new identity. It made the brand more concise and modern, infusing new energy while retaining its core values. It was refined further for greater clarity and ease of use and was opened up for more breathing space, projecting the bank as more approachable.

SBI-Rebranding
New-Logo

For the word-mark itself (SBI), a modern Sans Serif typeface was further adapted to create a sense of weight and heighten the institutional feel. To connect to the monogram, a gap was introduced in the letterform B in the word mark, just as the monogram itself, thus creating a visual hook while also setting it apart.

State bank of India

The family of colours were been expanded for scale and play. The iconic SBI Blue was refreshed to make it more friendly. The deep inky blue symbolises trust and integrity. A youthful yellow has been introduced for contrast. The signature graphic, The Arc, will be used across every touch point of the brand, from media communications to signage, to marketing and advertising across platforms to reinforce the brand.

State bank of India

The nation’s largest banking and financial services provider positioned its new brand identity as one designed to intended to depict SBI as a modern, progressive bank, ready to meet the financial needs of all Indians. The challenge was to arrive at a fresh perspective while retaining the brand’s iconic stature. Strategically, it needed to be ‘”Instantly new, yet instantly recognisable.”

State bank of India

Designed by Design Stack


Yatra.com

Yatra.com which caters to travelling/traveller needs to be decided to improvise on it branding to be more fluid, vibrant, friendly and thus reliable for the young, more outgoing Indian traveller. Branding elements such as tonality, communication, look and feel were taken into consideration while shaping and improvising upon the new red logo to showcase the richness of “the Yatra experience” and its expansive depth of product portfolio. The typography, at the same time, was likewise made to be of a flowing nature, thus symbolising easy, hassle-free and smooth movement, trying to replicate a relaxed form of travelling.

Yatra-Rebranding
Old-Logo
Yatra-Rebranding

Designed by Clay Design Strategies

CURRENT ISSUE
Creative Gaga - Issue 49

 

Uttam Hasabnis - colour
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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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CURRENT ISSUE
Creative Gaga - Issue 49

 

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.

Brief

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.

Concept

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.

Outcome

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
CURRENT ISSUE
Creative Gaga - Issue 49