What’s in a logo? Ask GAP.


After a public outcry on the social media, “GAP” withdrew its modern logo and brought back classic blue box.  Couple of days back Airtel launched its new logo and again it’s the social media, which has been critical, harsh and unkind, before we get into merits and demerits of the opinions, lets look at what goes behind designing a logo and how to judge one. Because consumer outcry is one thing industry peers is another thing.

To be fair I just want to gently remind our tweeting and status-updating judges the parameters to judge a good logo and view the design in the context of a telecom brand. Iconic logos have a simple yet magical qualities of evoking an emotional response in you for instance when you look at the golden arches of McDonalds you feel happy and hungry at the same time. Ever thought why this happens? It’s the colors, which does the trick. Yellow arches make you smile while the red McDonald’s background makes you feel hungry. It’s unbelievably true that the color red makes your blood pressure soar and also makes you feel hungry.


When you judge a logo you need to keep five simple things in mind:

Symbolism:  The symbol used should signify and communicate something about the brand’s ambition or vision in a clearly identifiable way while keeping the historic, cultural and category relevance in mind.

Style: The style should communicate the personality or functionality or special attributes of the brand like: indoor, outdoors, cleanly, orderly, open, friendly or a closet.

Typography: Type should communicate certain feel and vision of the brand. Type should tell you weather the brand is stiff or flexible, bold or fragile, feminine or masculine and so on in an instant way.

Relationship: The graphics, icons, type and color used should have a relationship with the target group and company values, goals or aspirations.

Color: Colors used should represent and relate to the business and its aspirations. Color should communicate the intended message or emotion instantly.

Now lets keep these parameters and look at some telecom logos thru my point of view (not the creator’s):


Vodafone: Uses speech mark as a symbol to communicate about the brands ambition. Needless to say how simple it is for the people to comprehend and connect with the brand and the category. Styling of the graphics is near perfect to represent the preciseness with its orderly alignments and placements. Typography is bold, confidant yet very friendly with its lowercase usage. Red is the color of passion and action provides energy and excitement to the brand. Overall all the elements are used to perfection and a classic example of art and science of design coming together. Logo designed by Brand Union.

Uninor: Inspired by nature and its role in innovation in Scandinavian culture this propeller like symbol was designed to communicate the delicate balance of movement and change. Uses a very purposeful tranquility feeling by delicately designing the symbol and the typography. Very delicate thin san serif font used to enhance Scandinavian design esthetics. White, blue and black are used in the identity to enhance the “Inspired by nature” feel.

Docomo: Uses its name that means “every where “in Japanese (DOKOMO) this logo designed for the Indian market to communicate “Do the new” hence fun typo design keeping in line with the brand promise. Styled to perfection to connect with youth and VAS users. Graphics are designed for flexibility to be used freely. Colors are young and vibrant bring in fun and energy. This logo keeps the evolution of the consumers in mind to bring in flexibility for co-creation by the consumers. Designed by Wolff Olins of London.

Airtel: Uses alphabet “A” in lowercase in a very causal yet dynamic way, spiraling “a” almost gives you a feeling of a tornado, generating lots of kinetic energy. Styled in a vibrant youthful way to communicate to the changing Indian consumers. Typography is youthful and inviting by using lowercase and reiterating its values of friendly approachable service. Color red used for depicting energy and passion of the brand. Designed by Brand Union again.

Designing or judging logos is a very difficult task especially for telecom, which deals with more interfaces and touch points than an airline. Redesigning and implementing a new identity is a mammoth task, takes months to reach every circle leave alone the streets.  While the new Airtel logo may just have fallen short of critic’s expectations, it may well create enough excitement in the market, who cares for critics who are interested in what could have been done and in the missed opportunity? When people embrace the change with open arms.

Hope we can fill in the “GAPs”

Adman, Conman and Superman.


Sometime I feel ashamed to introduce myself as creative, Ad guys are the most pompous lot they alone title themselves as creative. Tell me who is not creative? Engineers who design innovative combustion chambers are not creative? Con men of Mumbai who run ticketless travel insurance are not creative? Mothers who invent new ways of giving concocted medicine to kids are not creative?

All of us are creative and talented in our own way but than why some succeed? What does it take to be a successful creative person in advertising? Is it the ability to write, think or connect? Or is there something above all this?

Indeed there is.

As kids all of us have painted, played some sport or other, sang songs, danced to the tunes of Jackson, made interesting faces in front of mirrors, wrote poetry to impress girlfriends\boyfriends and told cock and bull stories with innovative twist, didn’t we?

It’s all about relentless pursuit of chasing what we enjoy most, if we were to continue to paint may be if not MF Husain at least we would have become a Laxma Goud, If not Sachin at least a Parthiv Patel isn’t it?

Now coming to the point, What if didn’t chase any of the above and what if we didn’t grow-up at all? Simple. We would become a successful adman. Yes indeed “Enthusiasm” is key to success in advertising that too child like enthusiasm! At 55 can you get excited about motion control games? At 45 can you get excited about two extra spark plugs in an engine’s combustion chambers? Can you get excited about milk proteins in toilet soap?

I believe if you are excited you can excite anyone exactly the effect a kid can have on you if you are watching Powerpuff girls for the 20th time. If you don’t get a hard-on when you discover that your product is 0.3% better than the competition than you are not on.

Apart from your ability to write, visualize, tell a story, use experiences and observations from life, your zest for life is as important. If you can connect like a grand mom, posses crooked ways to find a solution and have a relentless urge to remain in the limelight like a superman than it’s your turn to be an adman.

Did I say “Chaddi-man?”

“Bengal Tiger.” Now you see. Now you don’t.


When I googled “Tiger”, I got more info on Tiger Woods than Bengal tiger.  I grew-up with zoos and circuses, I had no awareness or guilt in watching and marveling at captive animals. My children are different, they are more aware of environmental issues than me as a kid, thanks to their schooling, teachers and media. They refuse to see animals in zoos and circuses; I had to buy bluray “Planet Earth” series for them to watch animals up-close.

I visited Sunderban National Park and Tiger Reserve in West Bengal, last weekend with my son. At last I wanted to fulfill my desire to show my son a tiger in its natural habitat than much hated zoos.  Sunderbuns is a vast delta with confluence of three great Indian rivers: Ganges, Brahmaputra and Meghna spanning over 10,000 sq kms with exquisite waterways, mudflats and numerous small mangrove islands.

I had been psyching my kid to be patient in spotting an animal (as he was set with his 200mm zoom camera to click panthera tigris tigris), our hired boat sailed hours together without any luck of spotting any other animal apart from monkeys, after six hours our guide from the forest department declared that the water tide was too high for the tigers or for that matter any animal to come out and advised us to visit in winter mornings as the animals come out toward the waters to sun bath and as the tide is usually low in the mornings.  Helplessly we headed back.


Project Tiger was launched in 1972 to conserve the nation symbol from extinction. According to my well-informed forest guide tiger population in the country came down from 3642 in 1990 to present 1411. As per the legend he adds there were over 100,000 tigers in the world a century ago. With hung jaws we listened to the expert of the world’s largest tiger populated forest.

When I posted our status of not spotting a tiger on the Facebook; one of my friends responded by saying “Pops you may not have spotted a tiger but certainly it would have spotted you” This comment left me thinking whether I should have taken my son to this fenced mangrove islands to see the most precious and endangered species at all? Why can’t we let them live the way they are meant to live? Why this voyeurism?

Last night we were lisining to David Attenborough again.

Partnerships.


When I got married and moved to Bangalore my 70-year-old landlord and his 65-year-old wife were waiting for us at the bungalow we hired to bless us. My one week old wife was happy that a couple who were married for over 40 years are blessing us.

Little we knew that the secret they were about to share would change our lives. The couple asked us “who’s decision was it to move to Bangalore?” I gleamingly said 50:50 pointing both of us. The couple took us aside and shared the secret: “ Partnership is not about being 50:50, it’s to know when to be 30 and when to be 70.”

Like in life even at work this principle works brilliantly. Good partnerships thrive on pushing each other and to know when to push and when not to. Like spouses, partners do not have to be politically correct or worry about emotions at that point in time.


Such successful partnerships in advertising in India are: Chax & Pops (me). Piyush Pandey & Sonal Debral, Neville & Josy Paul, Naveed & Freddy, late Mahesh & Rajiv and now Aggi & Paddy.

Forging a partnership allows you to have mutual trust and respect, I have had forged many in my career which helped me in creating iconic work apart from Chax the significant ones are with Balki at Lowe, Agnello at Lowe and leo Burnett, Arvind Sharma & Rajeev Sharma at Leo Burnett, Ramathkar started at Enterprise in 90’s and still continuing, Ganesh Mahalingam at LG. Dharen Chedda at JWT.

Partnerships are like friendships: “selfless” all the time, this allows you to accept any criticism or ideas with equal enthusiasm. Usually we think clients, bosses, celebrity filmmakers and film and sports stars are monsters and are out to get your life like “Yamdharmaraj”, which is fortunately not true.

Ganesh Mahalingam of LG used to approve scripts on phone and sms’s which allowed us to create over 50 commercials in a calendar year to take the brand LG over 3000 corers. Look at Rajiv Rao and Varma their partnership is creating magic for their band and consumers, Piyush & Prasoon created magic on Fevicol as siblings often do. Balki’s partnership with Amitabh Bachchan  is proving to be as potent as Saleem & Javeed of 70’s.

Partnerships can also help in strange ways as Balki’s youth did to me; I had difficult time to match up to his energy levels. No wonder people say never marry a girl half your age…

Now that I stand exposed of my crimes and partners. Amen.

“Airwaves belong to the people”


India might be the oldest and the most successful democracy in the world but it’s really the last decade, which empowered people. As the social media and Internet revolutionized the way people lived and behaved in this country. Its media which empowered the people from Tehelka to the resent CWG exposures to Mumbai blast coverage to ugly money display in parliament to cricket scandals to reality shows to pink chaddies to meter jams, by making public opinion count, aam admi is the king today decides who can do what and when and how.

This is the beginning of  “Democracy 2.0”. Empowered by 650 million mobile phones loaded with FM radio’s and over 200 million traditional radio sets new revolution is about to begin in the real India from an unexpected medium called Radio.

What Facebook and Twitter are doing to urban India, radio can do to rural India, only if the government were to wake up and allow community radio to spread like wildfire.

Pandit Nehru put pressure on radio to help in “Social modernization” of independent India.  How true? Social modernization can only be achieved by debate and exchange of ideas between people, every revolution in the modern world used radio to propagate and influence people to their ideologies including Netaji Bose.

Linguistic diversity is never been respected as mush as it should in India, we have always looked at India as three-language nation: Hindi, English and Tamil. What can we do to a country where a dialect changes every 24 kms? Radio might just be the answer.

Can “Akashvani” become “Prajavani”?

Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930′s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages. The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


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