Vuclip, the leading premium mobile video on demand [VOD] service for emerging markets, unveiled its new logo today. While the company name remains the same to leverage Vuclip’s significant brand equity, the new visual identity underscores Vuclip’s emergence as the defacto mobile entertainment platform among the Experience Generation. These young, savvy, always connected youth between the age group of 18-24 constitute nearly half of Vuclip’s viewer base. Like ‘entertainment’, the new brand identity is crafted to evoke emotions among its viewer base, in a perfect alignment with the brand’s core value proposition. Thus, the new brand identity creates an immersive brand experience that incorporates entertainment, emotions and the spirit of youth, to be manifested across all the touch points.
The new visual identity inspired by ‘The Two Masks of Drama’, Thalia, the Muse of comedy with a laughing face, and Melpomene, the Muse of tragedy with a weeping face, vividly establishes Vuclip as the definitive entertainment platform. Additionally, the masks are a perfect visual cue for the mobile generation who communicate through ‘emoticons’. All the creative elements including the typeface as well as the orange, yellow and blue colour palette, work well together to represent a friendly, warm, fun, and savvy brand.
Commenting on the rationale of the new brand identity, Arun Prakash, COO, Vuclip said, “Vuclip is an emerging market brand for the experience generation - young, savvy, always connected individuals on the move with increasing purchasing power. As we continue the scorching pace of growth, having crossed the 5 million subscriber milestone recently, we absolutely want to strengthen the emotional connection with our vast viewer base. Emotions are a universal language that ties together Vuclip’s diverse audiences spread across India, Middle East and Southeast Asia. The new brand identity reflects who we truly are and sets the stage for the bigger and bolder plans for this year.”
The new brand identity has been designed by Oglivy & Mather (O&M).
Vishwajeet Rana, Senior Vice President of O&M said, “As an innovator in the mobile video space, Vuclip has completely reimagined mobile entertainment for the emerging markets, impacting consumers, carriers, content providers and advertisers. To be chosen to reinterpret the ‘brand identity’ of such a powerful brand was fantastic. The journey was at once exciting and demanding. It was easy because the Vuclip team breathes the brand values. But to design a logo that builds an emotional connection with the backdrop of mobile entertainment proved thought provoking. We believe the new logo delivers on all the expectations.”