I liked the new logo for Videocon, the moment I saw it – a sea change from their earlier logo. The brand’s advertising too had acquired a slightly more sophisticated and intelligent tone of voice with their set of ads for air conditioners. But the brand’s appeal to an upmarket audience was limited, in my opinion, thanks to the name and how it portrayed itself in the past.
The new logo is apparently ‘at the heart of the new brand identity. The Fluid lava reflects the brand idea, ‘Experience change’. The color palette has been chosen to reflect the philosophy of Videocon Group i.e. the color green is symbolic to the company’s ecology drive’.
But there is some proof reading still to be done on the website. Sample this:
Videocon believes & is focused on building: Innovation that Great Value that Consumer experience changes your life makes technology that delights and for the better accessible rewards.
The TV commercial is slickly produced and has subliminal cues of ‘green’ & environment friendly. I’ve lost count of the recent logo change exercises and brand identity communication: Godrej, Canara Bank, Union Bank of India, Ceat and Shoppers Stop to name a few. Much of the trigger to change one’s identity seems to be from the fear of becoming irrelevant to a new, younger audience. ‘The consumer is changing’ seems to be the mantra across all these brand identity changes. But have they worked? Have they made you look at them in a new light? A mere logo change is never the answer to such problems. I was reminded of the new Philips versus effort which is new media’s replacement to the good old corporate campaign. It will always boil down to the product offering, with the likability of the new identity & communication being the icing on the cake. Let’s wait and see what Videocon does beyond a nice new logo.