Rebranding - Strategy, Identity - Srivas
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Transcript of Rebranding - Strategy, Identity - Srivas
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Salik Shah (2013)
Rebranding - Strategy, Identity
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RATIONALE FOR LOGO DESIGN PROCESS
Create a brand identity fit for the Creative City:the new center of talent and powerhouse of future economy globally.
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Old: Retouched:
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New Identity
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Our new logo represents class, heritage and international style. The use of gold above ‘S’ & the two pillars of letter A’’ signifies strength, power and safety—key to peace, prosperity and longevity.
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The golden Zero above the letter S denotes the triumph of human creativity apart from hinting at its phonetics. Zero (Sunya) is a contribution of ancient India to modern science and architecture.
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The logo derives its great impact from the glorious legacy of Roman Emperor Trajan and his contribution and commitment to ‘build to last.’
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Trajan Sans, the font designed by Adobe, was inspired by the monumental capitals of ancient Rome.
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“Trajan Sans is unique in its fidelity to the form of the highly-regarded letters inscribed at the base of the Trajan column. Trajan Sans can be used to convey a sense of permanence, elegance, and modernity in a variety of display titles and signage.”—Adobe
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One of the greatest warriors the world has ever known, Trajan was also a master builder. Under Trajan, Rome reached its greatest territorial extent. The Trajan column, completed in 113 AD, still stands firm and strong in Rome today as a powerful reminder of its past glory.
Roman Empire under Trajan
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Key Attributes: Represents heritage, class and international style; Rising conglomerate. Triumph of human creativity. Fit for Creative City—custodians of modern science and architecture. House of strength, power and safety—key to peace, prosperity and longevity. Glorious past; conquering the world tomorrow. Build to last forever.
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Stationery
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