UTV and Astro, which came together to launch local Indian youth brand Bindass, have finally unveiled the logo of the brand, which has been designed by BDA London.
The elements that form the logo symbolise the core values of the brand: fun, frankness, fearlessness and freedom. The logotype is unique — it blends the Indian values with contemporary design. It projects a modern feel that is bold and distinctive, personifying and appealing to the Indian youth today.
Shefalii Mahajan, Head Marketing, Bindass, said, “We wanted the Bindass logo to be the voice of today’s youth. At the same time, we need our logo and overall design aesthetic to communicate well across the multiple platforms that we plan to be present in. BDA did an excellent job of understanding our brand needs and designing a visual fit of the same sort.”
The logo-concept was based on some initial drawings and inputs provided by the Bindass team members. Mark Hobbins, Design Director, BDA London, said, “We knew we were bang on with the Bindass brand design, because it fell into place so quickly. Everything about the logotype answers the brief. It is authentic, it provides many possibilities and is desirable.”
The youth-centric brand scheduled for launch in mid-2007 has an outlay of Rs 200 crore (Rs 2 billion). It will be a 360-degree entertainment venture and includes the entire gamut of entertainment through television channels, a mobile channel, three websites, creation of original games, merchandising, retail and nationwide ground events, thus providing the Indian youth an array of choices. These will include the launch of multiple channels across languages in India and Southeast Asia.
UTV had earlier also entered into business arrangement with Astro to set up children’s channels in Malaysia and Indonesia.