Wednesday, July 28, 2010

An iconic brand gets refreshed, repositioned and revitalized.

Aditya Birla Group, has recently launched its refreshed Logo and comprehensive Brand Architecture for its various group companies designed by Vyas Giannetti Creative.

It is in many ways a historic moment for us, as Aditya Birla Group was VGC’s first and continuing client over a decade ago, when we had created the branding and group architecture which was relevant for that time. In keeping with the changing times VGC, as ABG’s brand custodian, were asked to refresh the brand Identity.

In a recent study conducted by the Aditya Birla Group, the group has been named as India’s second most trusted brand. The logo refreshment was of immense importance as it is in keeping pace with the growing brand equity of Aditya Birla Group. Considering Aditya Birla is merely a 12 year old brand, it is indeed a commendable achievement and the new identity needed to reflect that.

As the fundamentals of the logo design were sound, VGC retaining the existing form & structure, proceeded to only graphically refine the logo. The colours were brightened and the name made bigger, bolder and complimented a robust visual language and architecture. However this small graphic step reflects the giant strides made by the group; which is to move the name Aditya Birla into a prominent position. Enhanced vibrancy of the colours and bold typography enunciates the mother brand’s leadership position.