Airtel is India’s largest telecommunications network with a high international presence. It began by bidding – more precisely, winning one of four mobile licenses at an auction. This event dates back to 1992. Then the company underwent a series of major transformations, after which it was reorganized by 1995, having received its current name. Its founder is businessman Sunil Bharti Mittal, who opened a small enterprise to manufacture push-button telephones in 1984. It was it that turned into a super operator of world significance. The company’s head office is now located in New Delhi, Delhi NCT (India).
Meaning and History
Having received a telecommunications service’s official status, the company immediately thought about developing a simple but bright logo. She stopped her choice on the name, which she decided to play uniquely. It had two versions of the logo – debut and actual for all the years of its existence.
1995 – 2010
The original version shows a two-color rectangle with one white stripe and two red ones. On a light background is the first part of the operator’s name – the word “Air” with a red dot above the black letters. On the red half is the second segment of the name – “tel.” The inscription is made in an unremarkable sans-serif font – strict and too straight. The only highlight is the junction of the letters “r” and “t” at the level of a single line that runs between the cap and the crossbar.
2010 – present
Further expansion of the business led to a renewal of the global telecommunications network strategy and required a rebranding. The implementation of the strategically important idea began in 2010 when a new identification mark was adopted, proposed by the London agency Brand Union. According to the author’s idea, it appeared as a result of a six-month online competition and reflects the limitlessness of telephone communication.
The emblem is based on the stylized letter “a” or, as the company claims, “Airtel wave.” The semi-swirled symbol is in front of the service name and is incorporate red. It consists of a single line, which is thinner in distant places and wider in closer ones according to the spatial perspective.
Font and Colors of the Emblem
Even though the updated logo is much more progressive than the previous version, some experts criticized it for its lack of personality. They see it as similar to the graphic designations of Videocon, Vodafone, and Air Arabia. Such a roll call in design is because the same British studio Brand Union developed the Vodafone emblem. Critics have also noted the icon’s similarity to an uppercase “D” rather than a lowercase “a.” This forces the telecommunications operator to place the explanatory word “airtel” next to the letter.
The logo uses one of the typefaces of the Ubuntu family – from the Medium category. She has lines of medium width, free intersymbol space, slightly cut strokes. The lower right corner of the letter “a” is absent, as well as the lengthening of the “l” and “t,” so the inscription looks light and airy. Visually, it is in harmony with the graphic sign in the form of a wave, balanced by the unfinished strip.
The telecommunications company chose the red shade Hex: # FF0000 as their corporate color. It conveys dynamism, energy, intensity well. The early version was combined with white and black, which made the palette difficult to visualize. Now bright red is more memorable: it is on a white background and is not shaded by any other color.