CREATE, EXPLORE & INTERPRET

An identity brings purpose to life. It defines ones existence and shapes the corresponding behavior. A person’s identity is his/her name that is accompanied by the specific characteristics possessed by the person. If we look at brands, there in we see the projection of its identity in form of a visual mark, which is popularly known as LOGO. Logo is a mark that represents the identity and behavior of the brand for which it is created. It’s the start point from where the world of brand personality originates.

Each brand has its own category premises in which it breathes and a core brand essence that acts as a soul. They are living beings in their own way. These brands affect numerous lives. Thus, it should be unique, memorable and relevant to its context. With this the challenge is to adhere to category codes but create differentiation that can lend some unique character to it. This pinch of uniqueness should help it to get registered in the mind of the consumer and also prompt quick recall.
Logo creation is one of the important aspects in design industry. If we think in practical frame then we may put across this statement that the logos are created by integrating visuals/symbols with typography. Wikipedia/popular sources defines logo as a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Though it belongs to the design domain, logos have crucial implications on human psychology and business generation.
Let’s look at these examples and see how logos occupy visual memory space and surprise us at various instances.
Examples: 

Branding Cuisine?

When I was asked to write for the office blog (on any topic, mind you),  I immediately thought of food. To which came the immediate response that it should be about ‘brands’ or ‘branding’…. notwithstanding these words of advice, I continued.

Last Sunday, my husband and I were lunch guests at a very dear and a true Malayalee (I refuse to say Keralite. It’s just too propah for my liking) friend’s place.

Fried Prawns (Chemmeen Porichathu)

We began snacking on fried prawns and drinking some good Chilean wine. Yes, you read it right – Chilean wine. And you know what – they paired very well indeed.












Then got on gorging on some delicious fried Karimeen (Pearlspot) and continued to drink .

 Fried Pearl Spot (Karimeen Varutathu)

And a little later, the lunch table was laid out in full splendor with puttus, steamed rice, Kerala style dal, beans poriyal and some fabulous chicken curry. I had never (over) eaten to this extent in a very long time. The entire experience was very nostalgic as it bought back many memories of my childhood.

Chicken Curry (Kozhi Varutarachathu)

Kerala Dal (Parippu)

Beand Poriyal

Puttu

Rosematta Rice

And then came the thought – how can food like this can be branded?

Be it Bengali, Oriya, Assamese or Malyalee or from any state in India, the choice of food in each of the cuisine is so vast that it cannot be clubbed together.

And it is therefore, that we categorize it by region - is this not a step towards branding?

Or does branding always have to involve a specific name or ‘identity’ and therefore a ‘logo’; ‘packaging’ design, the container or ‘structure’ that will hold the product?

For me it’s also about the experience. What is it for you?





Suma Joshi
V.P - Creative Services
DY Works

Drunk with numbers

Drunk with numbers

View more presentations from DY Works

A compilation of brands using numbers as part of their name or visual identity.

For more on branding ... DY Works.

Beyond logo

India Inc is finding compelling reasons to invest in corporate identity.
Arijit Barman / Business Standard Mumbai July 25, 2011, 0:49 IST

When the Burmans of Dabur approached DMA Yellow Works, now DY Works,  for a makeover of their corporate identity and brand, they wanted to actually drop the Banyan Tree from their logo. But DMA persuaded the promoters to rejuvenate the tree; tweaked the font and through a series of interventions that saw newer packaging, product extensions and communication, galvanised a more holistic change.

It took a survey of 10,000 people across the country for Sanjeev Goenka to step out of his father’s shadow and create a legacy of his own. He also wanted his new group corporate identity — RP-Sanjiv Goenka — to reflect the clear demarcation of the business empire between him and elder brother Harsh. “I had been wondering whether staying together could lead to a potential confusion between my son and nephew,” he candidly explains with heir apparent Shashwat next to him.

Amplifying the Nutrine Maha Proposition

Brief: The brief required DYW to revive the Nutrine Maha Lacto brand by first re-creating the Maha logo as also renewing the packaging in line with its newer , younger, fuller proposition of amplifying joy.

DYW Intervention: Redefining & Reviving the Maha Lacto brand to a more contemporary and versatile platform wherein DYW defined the overarching architecture that would come into play across variants. The New Maha Lacto is younger, more vibrant and pronounced while borrowing from brand assets already established in the consumer’s mind. DYW went on to create secondary packs - the silent salesmen on the shelves with an innovative yet resonant architecture. This helped bring forth attributes of taste, appeal in addition to glorifying the brand.

Contact: Mumbai:+91-022-40406767 Delhi:+91 11 26548089

website: www.dmayellowworks.com

Thums Up - New Logo

DYW works with India’s largest selling carbonated beverage to reinterpret thunder
The task was to reinforce the brand values and assist the leader in its responsibility to take its consumer ahead in time. Though there wasn't any direct need for a rejuvenation exercise, the brand's leadership thought differently.

On carrying out an audit of the brand, its consumer and communication - DYW discovered the need for a contemporary boldness to enhance the brand’s core value of “more dum/power”.

The solution began by first rejuvenating the brand imagery subtly. Herein the need was to drop any clutter around the logo and provide a stronger and more forceful vocabulary.
What you will see in the market is a shedding of the thunderous shadow (which held it back, rather than propelled it forward), the fine tuning of the hand silhouette (from the workman like to a more youthful and relaxed silhouette) to a refinement of the typeface (from the archaic to the modern and contemporary). The change is also reflected in the baseline and the PVC bottle labels, which build on the masculinity and strength of the brand, making the brand vocabulary clearer, assertive and modern whilst remaining rooted.

This has led the brand's new summer 2009 campaign - supported with a forceful theme and promotion TVCs to achieve even a closer connect with its loyal audience.

Truly a leader taking its consumer ahead in time and consolidating it’s leadership.

The Beauty Challenge - Shahnaz Husain Gold & Diamond Collection

THE DYW CHALLENGE

Beautifying Shahnaz Husain products like Herbal, Gold & Diamond were available under one name that was Shahnaz Husain , however none of them had an individual Identity or stood out effectively on the beauty shelf Apart from her signature and photograph, the brand lacked a visual hook.

Beauty being the focus of the brand, DYW created a signature monogram in addition to developing a visual architecture to create a family of premium stand alone products for the portfolio

For similar brand and packaging design solutions contact DMA Yellow Works.

Contact:Mumbai:+91-022-40406767 - Delhi:+91 11 26548089
Website: www.dmayellowworks.com

Prevent, Protect and Cure ! New Nycil Logo and Structures

Nycil is the leader in the Rs.100 Cr prickly heat powder (PHP) market in
India.

The heritage brand has successfully adapted to the changing trends communicating prevention soothing and healing to fight prickly heat.

The Nycil brand needed a strong architecture revolving around the brands essence and positioning, with a vocabulary that bound the entire range, providing strong product differentiation.

The Cool Herbal variant also had to be designed to compete with other cooling PHP with a younger and livelier appeal

REDESIGN OBJECTIVES
To leverage the USP of soothing protection, contemporising the portfolio from the brand identity, mnemonics and overall brand architecture- In addition, complimenting this consumer category with cool and sensual feel from the previous aged cacti and prickly association.

The redesign was hugely successful with an inviting summer feel concept.

The sophistication of the new pack graphics gave the competition a prickly summer welcome. Budget conscious consumers too were lured at calm and refreshing feel of the talc.

Contact: Mumbai + 91-022-40406767 - Delhi: + 91 11 26548089
Website :www.dmayellowworks.com

Complan enters Toddler segment with Nutri-Gro

Complan Nutri-gro.

Mothers are always worried about their children’s health and growth during their adolescent stage. They are constantly in search of various food products that suit their children’s taste as well as provide nutrition. Since it’s about their child, mothers would never compromise on the quality and thus look for a trust-worthy option. Complan which already has a strong equity in the market in Nutritional food supplement segment had an opportunity to tap the toddler’s market.

DMA Yellow Works was approached for brand name and identity creation, packaging graphics and structure design.

The objective was to provide a scientifically formulated nutritional food supplement to children of 2+ years in three lovable variants: chocolate, Badam kheer and strawberry.

The challenge was to create a design which had seriousness, maturity, premiumness as well as some kiddy appeal to the graphics.

The Result: The Complan Nutri gro names connotes nutrition for the growing child and the design is well balanced by using gold for premiumness, teddy pictorials for kid appeal and the immunity mnemonic connoting scientific formulation. The mnemonic connotes immunity and vital nutrients such as DHA and milk protein for the child.

For brand identity and structure design, contact DMA Yellow Works.

Avantha Group - Logo Design

Avantha Group is a business conglomerate in India chaired by Gautam Thapar. The US$ 3 billion company is one of India’s largest business conglomerates. Its businesses include power generation and distribution, power transmission and distribution equipment and services, paper and pulp, food processing, farming, forestry, chemicals, infrastructure, Information Technology and Information Technology Enabled Service (ITES), also referred to as Business process outsourcing (BPO).

Links

1. Avantha Group on Wikipedia 
2. Avantha Group Website 
3. Get your logo designed by DMA Yellow Works 

Quick Jet - Airline Branding + Logo

Farmer Brands - Logo Design

DMA Yellow Works has designed the new logo for Farmer Brands.

Farmer brands is committed to making India the largest producer of food in the world. They aim to provide the Indian food service and hospitality industries with the highest quality, fresh food products with a substantially lower time-to-market. Farmer Brands intends to do this by pioneering new advances in farming, uplifting the Indian rural community and thus becoming primary stakeholders in the development of the Indian agricultural sector.

Links

1. Farmer Brands Website 
2. Get your Logo Designed by DMA Yellow Works