Somebody’s got to own up on the fuck up; a decently big opportunity to create an enduring cultural icon is now definitely lost.The new logo created no wow moments, the bird in flight story is all balls, and there is no insight about the audience or the product. The opinion on the web has been that the logo completely pales in front of the existing identity that was developed by IIT Mumbai in 1995.
It seems that the brief to the creatives was to appeal to the ‘resurgent, urban India’ and a logo idea with no reference to traditional Indian symbols was selected. One, we don’t think its too much of a brief or an idea and two if that’s the story, then the urban market was approached all bloody wrong. The ‘brand new’ online presence is just one example.
King Dhritharashtra was in for much bewilderment when we also told him the story of executive assistants in the central government participating in agency brainstorming sessions and rejecting design strategies based on her personal preferences in colour coordinating sarees. Last heard also was that CNBC TV18 is putting together DesignIndia, The Government & The agency for a televised debate.
LOL. Any body got Piyush’s 83 film for India Post?
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