Diversified conglomerate Videocon Industries Ltd. is based in India but has 17 manufacturing sites around the world. He owns many brands that are represented in key consumer electronics sectors. The group is also engaged in retail trade, provides telecommunications services, and owns oil and gas companies. But even with such an impressive portfolio, the company was forced to file for bankruptcy in 2019 due to large losses. However, it continues to work and is still considered one of the largest manufacturers of telescopes, ranking third in the world.
Meaning and History
The Videocon conglomerate, founded in 1979, donated color televisions to India and then took over frost-free refrigerators and smartphones. It constantly reacted to changing market dynamics, and the rebranding carried out in 2009 became a symbol of this development. The transformation affected only the logo: after the update, a simple abstract icon became even simpler and more abstract, which was supposed to attract the attention of young people.
1979 – 2009
The first Videocon emblem was broadly similar to the inverted Infiniti logo. But if the Japanese automaker’s complex geometric figure in the form of an incomplete oval marked the path leading to the horizon, then the Indian group of companies turned out to be much more prosaic. From her perspective, the V-shaped stripe is no more than the letter V, and the semi-oval is a common decorative element.
The word “VIDEOCON” was written at the bottom. Capital letters, black color, and bold highlighting made it possible to focus on the concern’s name, although it was a little off to the side.
2009 – today
The 2009 redesign reflects the concept of Experience change, which was supposed to attract new customers – younger, more creative, and globally-minded. Therefore, the presentation of the corporate identity was made by the Indian actor Shahrukh Khan, known as “Baadshah of Bollywood.”
The centerpiece of the logo is green liquid lava that changes its shape. The original idea belongs to the marketing studio Interbrand Singapore. She has developed the corporate design for Videocon and a series of cartoons featuring two drops of green lava named Mouw and Chouw. In the story, fictional characters do good deeds, delighting others. It was assumed that such a PR move would create trust in the brand and make it recognizable.
Font and Colors of the Emblem
Green drops are an abstract drawing and a stylized letter “V.” They look three-dimensional and appear pliable due to uneven coloration. The unusual design symbolizes the innovation that guides the company in the production of technological products. The new logo’s goal is to establish an emotional connection with consumers, so the designers tried not to use many angles.
Under the graphic element, there is a black inscription “VIDEOCON.” The branding agency has developed a custom font for the logo, which is nothing like the old 1979 typeface:
- The letters have no serifs.
- Many of the corners are rounded.
- “E” looks like “C” with a horizontal stroke in the middle, and “N” looks like the same “C,” but with its open part facing down.
In addition to black, the palette includes several shades of green. They symbolize freshness and reflect the environmental policy of the group. Due to the linear-gradient, the droplets appear three-dimensional.