Reliance’s new logo – thumbs down

That’s the new brand identity of Reliance Infocomm / Reliance Communications. I saw it first on a big billboard near my house. The first impression I had was: “uhh.. why are they using that emboss effect? That’s so 1999’ish.” And I wanted to rant about it for a while, but got the time only today!

Do you understand what the logo means? I tried to find it on their site, but the media kit available is the original Reliance Infocomm kit – dating back to 2002.

So here’s my interpretation of how this logo came along:

Top Management: We need a new brand identity. The current one does not position as a new age company – rather it mixes our brand with the other Reliance companies.

Brief to Design Team: Create a futuristic, forward looking logo. You are free to explore creative ideas. We want to reposition ourselves. The logo should signify progress, new age and be hip.

Designer 1: Let’s use some cool font. These new web 2.0 style logos look pretty good. Let me pick a font from there.

Designer 2: Hey, why don’t we use mixed cases? That would be cool uh? Title case is not looking good with this font. and all small doesn’t look catchy. We will surely look young and free if we use mixed cases. Like, how about using a small “e”! Like “e-mail” and “e-commerce”! It’s been a while I did those kinds. I think it would work for us.

Designer 1: Yeah! I think that’s neat! But let’s stick to some standard corporate colors. I think blue and red work with everybody. I think our boss likes them too. So let’s do them.

Designer 2: Umm.. well if you say so. But I think it’s looking too flat. I’ve got this cool emboss trick that I learnt from my friend the other day. (tries it out…) Yes! This gives that edge to the new logo. We are coming out to take on the world! It will also look good on our website. And we can use embossing effect on the visiting cards.

Designer 1: Ok, I can live with that. But I think there is this big void around the middle of the logo. Let’s do something with N. Remember we have to signify moving upward and forward. Let’s have a dynamic upward motion with an arrow metaphor under the N. That will make the logo a bit different and convey the message as well.

Designer 2: That’s really creative. I think if we make it in red color it will stand out and work perfect.

Designer 1: Yeah! Dude, we’ve got it rocking!

Designer 2: Yes. Let’s take the master piece to our boss.

Boss: Wow! That’s neat. I like the color scheme you have used. I think we should add a second line to the logo for the “Communications” text. Make it red. We can then use it for branding various SBU’s. And heck, how did you forget to add “Anil Dhirubhai Ambani Group”?? That was the whole point in the new logo!

Designer 1 & 2: Good! We made it! Let’s stick up the second SBU line. Since we have to make the logo simple, let’s add a straight line after the SBU line and right the ego line. I think the higher ups will like it!

Top Management: Wonderful. This logo is serious, yet youthful. We have got it pretty good. It’s not perfect yet, but then we don’t have time to work more on it. So let’s go ahead and start on all the other marketing material!

As a matter of fact, Reliance is one of our customers; but I think the new logo just doesn’t cut it. Take off the embossing at least!