A tale of Airtel's logo: branding, re-branding, un-branding?

A brand’s successfulness is not largely dependent on logo but on its people and products, but brand’s acceptance and popularity is dependent on its logo, tagline.

The responses on Airtel new logo is such we can barely say ‘mixed response’. Fonearena’s poll of 1300 people, where only 35% liked it and whooping 51% disliked new logo.

Large number of people on Twitter found the logo non appealing, missed the old connect feeling with brand. On Twitter you find some very strong discontent and very funny rant on the logo.

Airtel explained this new logo as part of launching a global campaign that would re-brand its operations across the world. Airtel said logo represents dynamism and the warm and friendly appeal of Airtel.

So here are few questions which likely to pop in every one’s mind?

1. Why this logo and re-brand exercise?

2. How this logo represents the global re-branding of Airtel?

Before getting in much detail on these questions, let’s have quick facts on Airtel.

· India’s No.1 cellular service provider company

· Reached 200 million customers across globe

· Acquired Zain Telecom and pacing in Africa Operations,

higher priority for Africa Operations as the market

So lets find difference between two Airtel logos.

This logo has ‘Airtel’ written in specifically designed type face. And how you identify this logo without ‘Airtel’ text is its color code “Red, White and Black”.

New Logo:

This logo has a symbol of something which all are trying to decipher. (I have contacted Robert Langdon to give more details on the same J)

Here also there is specifically designed type face for ‘Airtel’ text. But n this logo if I remove the text, I still identify the logo from its ‘symbol’.

Quick summary:

Can we say new logo will helpful to re-brand Airtel?

I think, YES. Countries in which Airtel is expanding its operations, the old logo with ‘Airtel’ in English typeface can be a barrier for the brand recognition.

And a new logo, which is based on symbol, will certainly be more recognizable globally.

It is always preferable to create brand logos Language independent, and independent of intellectual. [ In my CAPTCHA research if the puzzles have shapes instead of English Characters, humans are comfortable to solve it and don't feel annoyed on CAPTCHA puzzles]

In a nutshell, a brand logo should be something ‘Ishaan Awasthi’ can understand, ‘John Dalton’ can identify at any time.

Concluding with few questions:

Which technology company’s logo is by far most favorite of all? [My personal favorite brand ..! ]

And which popular logo brings naughty smile to your face? [I see lot of gray market t-shirts with this logo.]

Both companies don’t use any type face in their logo, and that is a powerful brand logo, language independent, intellectual level independent and universal.

Old Airtel logo and tune has strong branding and bonding with people. New logo and tune is facing bad critics.! Will this re-branding ultimately be un-branding for Indian customers ? Share your thoughts.

Finally,

Popular brands make logos popular not vice versa!!

Expressed views are not intended to favor any of the brand or organization mentioned in the post. You can reach me at @desaiguddu.

A part of this post appeared on Pixelonomics, in an excellent article Airtel has a new Logo. Heart it? Thanks to @sparklinGuy, a discussion which gave inspiration to me to write this article .!