Mumbai's new logo meets with mixed reactions on Twitter

Umbrella Design gives city its own unique identity at BMC’s behest; Critics take to the micro blogging site to discuss what works, what doesn't...

e4m by Sneha Ullal
Updated: May 16, 2013 7:47 PM
Mumbai's new logo meets with mixed reactions on Twitter

Mumbaikars have taken to Twitter to discuss Mumbai’s new logo created by city-based branding agency Umbrella Design. The Brihanmumbai Municipal Corporation (BMC) decided it was time that the city got its own identity and hired Umbrella Design, headed by Bhupal Ramnathkar, to take on the challenge of creating Mumbai’s unique visual identity, just like New York’s iconic ‘I Love NY’ logo.

The circular logo is inspired by Mumba Devi, the deity the city is named after. It shows a female figure in shades of blue with arms wrapped around what appears to be an orange and white floral motif, just like a mother holding a baby, and also has the words ‘Majhi Mumbai’.

According to Ramnathkar, the blue colours represent the sea, and are meant to symbolise the many opportunities the city has to offer, while the colour orange denotes the rising sun and represents victory against all odds.

Ramnathkar explained the idea behind the logo’s design, “The brief that we got from the BMC was pretty straightforward—the logo has to be unique and has to represent the city’s security, prosperity and happiness. We thought the most ideal way to display these qualities was to use this motif of a mother cradling a child in her arms.”

While some of the Twitterati admired the logo’s simplicity, others thought it was ‘restrictive’ and ‘unimaginative’.  Some even pointed out that the white motif at the centre closely resembles the Adidas logo, while others presented their own versions, and what they thought was more befitting of the city’s identity.

According to a report by The Indian Express, the BMC plans to print this logo on all its stationery, campaign materials and also at major tourist attractions around the city.

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