A brand’s logo reflects its identity, its personality, and is the first link in representing a brand’s language and establishing a connect with customers. A revamp of the logo could prove a crucial risk for a brand as the exercise could either succeed or fail miserably in conveying the intended message to customers. A recent case in point is the Rs 300 crore makeover of Airtel’s logo which elicited a mixed bag of responses from industry honchos. While some opinions tilted towards there being an ambiguity and futility in the conduct of such an exercise, others felt that Airtel had struck just the right note. Embarking on a similar exercise, challenger brand Micromax, India’s No.3 mobile phone brand and World’s 12th largest mobile phone manufacturer, has collaborated with Talenthouse India, the online international platform from Reliance Entertainment Pvt. Ltd that affords an opportunity to work with brands, has organised a creative hunt to revamp its logo. This brand has undertaken this unique approach in a bid to amplify consumer involvement with the brand.
Speaking on this association Mr. Pratik Seal, Country Head-Marketing, Micromax India, said, “Staying true to our positioning, this new logo design hunt is a ‘Nothing Like Anything’ concept undertaken with Talenthouse India. It is a great opportunity for Micromax to connect with its consumers and learn how they perceive the brand. Moreover, the entries that come in from artists all across the country will give us more interesting design options rather than have just one agency working on the logo designs. We’re fortunate that we’ve reached an era where we have platforms like Talenthouse which make such a large-scale consumer involvement possible. Such creative invites also makes way for talented artists to be recognized by the industry and win rewards for their work.”
As per the requirements stated on Talenthouse.com, participants can be ‘graphic designers, illustrators and, anyone else who has a penchant for creating logos’. Participants must upload their version of the logo, submitting a minimum of 1 design and a maximum of 3 designs. The brand has specified certain guidelines that will form the foundation for the logo’s reinterpretation. It should reflect key aspects of the brand’s personality - Young, Innovative, Audacious, Outgoing, Dynamic, Fluid, and Energetic with an International appeal. The logo must bring into prominence the brand’s tagline ‘Nothing Like Anything’, with a new entity or mnemonic created that could stand independent of the rest of the logo to symbolise the brand, much like Nike’s swoosh and McDonald’s golden arch.
The deadline for submissions is February 6. Voting will begin on February 7 and end February 23. The winner will be announced on February 28. Micromax will choose the winner from all qualified submissions with special consideration for the top voted entries. The winner will receive an Apple Macbook Pro and an acknowledgement of the logo’s creation on Micromax’s corporate website.