The rebranding is said to have a budget of around Rs 300 crore to Rs 400 crore. This is Airtel’s third logo. The company had its second rebranding exercise in 2002. Back then, the logo was designed by Bangalore based branding agency Ray and Keshavan. R&K later became part of the WPP conglomerate as The Brand Union (TBU).
This new logo has been designed by TBU in London. “Airtel was very particular about maintaining secrecy and so did not want to get this done in India,” says a TBU Bangalore employee.
Experts say that the new logo has come at the right time since Mittal’s acquisition of Zain has already ushered in Airtel’s entry to the African market as well as Sri Lanka, Bangladesh and Seychelles.
About Logo:
“The lower case Dax font with rounded edges communicates approachability & clarity, which is what Airtel is looking to convey as it enters these newer geographies,” says Prathish Nair, director (brand strategy), Trancend Brand Consulting. “The company is looking to move from a consumer services to solutions based approach.”
FUTURE READY: The new logo, designed by TBU London, is seen superimposed on the existing one
