Anil Ambani Crafts New Corporate Identity

[@ksh@T 20]

MUMBAI: Almost ten months after Mukesh and Anil reached a settlement on how to carve up the country's largest business empire, the younger Ambani is finally ready to show his new colours.

His new group identity, which was in works for almost nine months, has been sealed, signed but yet to be delivered.

It may take at least a couple of weeks before it is unveiled. But ToI got a sneak peek; the entire unit consists of the Reliance wordmark in an entirely new font along with the lineage, Anil Dhirubhai Ambani Group.

A combination of primary colours blue and red is meant to convey solidity which translates to confidence.

The alphabet 'A' in the Reliance name has been stylistically converted into two arrows arching upwards, signaling the group's strategic intent fast forward into the future.

The name of the global design house which worked on the exercise is being kept under wraps. But TOI learns that SanFracisco headquartered design house Landor, which had worked on the ill-fated Air India Sun logo, is responsible for the new designs.

Initially, the group is said to have roped in David Aaker, the US-based brand management guru to draw up the brand architecture.

No corporate branding campaign in the country would have had the same level of complexity: Both brothers would have access to the Reliance master brand, logo and cash in on all the goodwill associated with the name.

And yet given the no-holds barred war leading to the final parting of ways, it was amply clear that Anil would want a group identity that was distinctly different from that of his brother.

But the task was far from easy. First, the new group identity had to straddle all the myriad businesses - from telecommunications to entertainment, urban infrastructure to financial services, and energy to a new area like healthcare. Second, even though most of these businesses were consumer-facing, they were aimed at the masses.

So the identity could not reflect any specific product category or consumer segment, since these businesses touched almost all segments of consumers. The challenge, therefore, was to evolve an identity that did not get locked into any specific product category, and yet remain meaningful to a wide range of consumers.

Apparently, the design agency suggested a simple approach of embedding the logo inside the corporate wordmark, instead of keeping the logo and the group name separate, like it is with Mukesh's RIL group. That way, it would be a more compact unit, and therefore easier to integrate with the rest of the group companies.

But while the group identity is now frozen, the main work is only just beginning. Ad agencies in the city are now gearing up to pitch for the group's new ad campaign which will support the new makeover.

The core creative idea is likely to be built around the rising aspirations that Indians have for a better quality of life.

A separate brand manual is also being prepared. All the firms in the group particularly Reliance Communications, Reliance Energy, Reliance Capital and Reliance Natural Resources have to now look to synergise their identities with the mother brand.

Source: http://timesofindia.indiatimes.com/articleshow/1529255.cms

well EXCLUSIVE image......

first ones on the internet to have it!

[Nirvana 4]

ewww, not very professional in my opinion, looks too plain and simple

thanks for sharing the new logo akshat !

[Puneet 0]

Looks to me as if Jai Anmol and Jai Whatever designed the logo

[shashank 8]

Yuck,it is very ugly.For this crappy logo why should they go to sanfransisco?

[MVP 3]

I hope this is a joke.

[FEVIN-RAJ 61]

Infocomm's peacock green and navy blue color is now using Reliance petrol bunks

[spdf 0]

this is worst...........The current logo is million times better...

[abhay 0]

Looks to me as if Jai Anmol and Jai whatever designed the logo

hehehe good one i just hope this isint the correct logo

Edited May 16, 2006 by abhay

[linuxguy 0]

i hope this logo is a joke....looks ****y.

[Dilbert 0]

Looks as if his kids are learning typo.......... good one puneet

[@ksh@T 20]

Looks to me as if Jai Anmol and Jai whatever designed the logo

well it seems that jai anmol had learnt corel/photoshop and jai whatever was being trained by jai anmol that how to design a new logo and they tried on their dad and bingo ! it worked as their mum said "Shaabaash beta.... tu hi karega apne baap ka sar ooncha"

{transalated "very good you will bring honor to ur dad}

silly they spent millions on this crap" anil Y cdnt u find me or many of the indianS

[solanky 0]

This logo is very bad. At first I was thinking that it is not correct but yesterday I have found this logo in Hindustan Times.

Really bad.......

[linuxguy 0]

May be something crawled up the designer's a$$ while he was designing it

[@ksh@T 20]

May be something crawled up the designer's a$$ while he was designing it

a solid reason...well done linuxguy

[abhay 0]

ADA Group to unveil brand logo

Anil Ambani, the man who loves to do things differently, now has a new brand logo to showcase to the rest of the world.

The move comes as a starting point for the Anil Dhirubhai Ambani (ADA) Group that is set for a complete makeover in the next 15 days.

"The first phase is to establish a separate and distinct identity. The Reliance name brings with it a lot of pedigree and history. This is a way of saying I am independent, that's what I feel as an outsider," said Shashi Sinha, Executive Director at FCB-ULKA Advertising.

The new branding will act as an umbrella brand for the ADA Group companies including Reliance Energy, Reliance Capital and Reliance Communication. The companies, however, will retain their own separate product branding.

The branding exercise has taken the annual spend of group's advertising between Rs 300-500 crore.

Diverse brand

The rebranding will be implemented across the country in a week's time after a formal launch in the next two weeks. The exercise would cover about 4,500 cities across the country.

"They are a dramatically diverse brand. There is Energy, Capital and Infocomm. A master brand in such a case brings in a halo effect. It is not soap or detergent, their products include more involved decisions. If they get it right, it will bring in a huge synergy, positive correlation amongst all the brands," added Sinha.

The logo makeover for ADA Group's brand is still a while away and many visual permutations and combinations are being worked around before it's finally unveiled.

But having a new logo is not enough as company sources say they are gearing up for a bigger and sustained corporate campaign to define the image of the ADA Group in the consumer's mind.

http://www.ndtvprofit.com/homepage/storybu...tory=n&id=31292

i think that is not the final logo

[@ksh@T 20]

well we shd pray that this wont be but all the newspapers have published it including TOI as one the first newspapers who had published it saying that we are the one early eho got the preview

[abhay 0]

Anil Ambani to unveil new group logo tomorrow

Anil Ambani will unveil the new logo for his group - Reliance- Anil Dhirubhai Ambani Group (R-ADAG) - tomorrow. He will address the group employees through a webcast about the power of the unification of all companies as a singular corporate brand.

This will follow a change in all the retail spaces of the group across all

companies, which will be followed by a corporate campaign. The logo which has the words Reliance Anil Dhirubhai Ambani Group in blue and Red will also replace the R-World logos.

The new logo is meant to reflect the group's business interests from

telecommunications, entertainment, urban infrastructure, financial services

to energy as well as a new area such as healthcare.

http://www.business-standard.com/common/st...=IN&autono=1175

[@ksh@T 20]

well tmmorrow is not so far lets c is this the real logo or some else

[Arun 795]

As per the news at Financial Express, A R Rahman is composing the jingles for ADAG companies' commercials. But isn't A R Rahman already signed up exculsively by Bhatri for AirTel ?

Music director A R Rahman has been roped in for composing the jingles for the R-ADAG companies' commercials.

"R-ADAG is expected to use the word ’Reliance’ and the Reliance logo either ’behind the visual’ or the graphical representation of the letter ‘R’ with flame in the background, as per the trademark management agreement (TMA) signed between RIL and R-ADAG companies.

Anyway, hope to see a better new logo unveiled later today

[@ksh@T 20]

well this is the good bell for RCoVL... man it will be one of the best decisions by anil baabu.....but that contract with BHARTI was over now....as far as i know ....

but sunil mittal kows better

[linuxguy 0]

whens it gonna be released?

[@ksh@T 20]

well today at this time 18 19 i am @ webworld, just cam efrom town office a huge party and logo launch is going on ...lets c what is new coming......

[abhay 0]

Reliance Group for Complete Metamorphosis

In what is being described as one of the largest brand and corporate makeovers in recent memory, the Anil Ambani owned Reliance Group with customer facing businesses will spend approximately $50 million on a complete metamorphosis. This will include signages, forms, stationery, bills, envelopes, over 400 applications on the Reliance Infocomm and telecom mobile phones and what have you. In fact, very significantly, the famed inverted 'diya' featuring in the R for Reliance logo has been replaced with the new double AA look.

According to sources, around the first anniversary of the June 18, 2005 settlement hammered out by the mother Kokilaben, the changeover will be effected. One of the most important changes that this makeover will bring about is the renaming of Reliance Communications Ventures, the flagship company of the ADA Group. The company has been re christened Reliance Communications and will include all the telecom arms of the Group.

To kick start the entire process, a corporate campaign will break in both the print and the electronic media. This will be followed by a series of vertical campaigns with the new identities and logos - Reliance Communications, Reliance Mutual Fund, Reliance Insurance, Reliance Energy etc which all told have close to 30 million consumers, the Group will emerge as one of the largest advertisers in the country.

US-based Landor has worked on the new design, while Prophet's David Aaker is responsible for the brand architecture and strategy. It is clear that younger sibling Anil Ambani wanted a differentiated, but all encompassing brand which could reflect the aspirations of millions of consumers across separate verticals

. It is believed that top agencies O&M, JWT, Mudra and Leo Burnett among others have been identified for the creative's of various verticals.

For the financial year, Reliance - ADA Group is expected to have an ad spend of close to Rs 700-800 Crores. and the initial blitz alone would be in the vicinity of Rs 150 Crores.

http://www.televisionpoint.com/news2006/ne...p?id=1148727314

Anil Ambani's 'new Reliance' identity launch on Sunday

Anil Dhirubhai Ambani Group on Saturday embarked on a new corporate identity with its Chairman terming the new logo and look as a 'leap forward' to reflect the spirit of 'new resurgent India'.

Addressing the group's employees through a webcast on the eve of the launch of the new logo and unveiling of new corporate entity, an exercise that may see a spending of over Rs 400 crore, ADAG Chief Anil Ambani said: "Our new corporate colours blue and red convey values of integrity, confidence, energy and passion.

"Our new symbol, Reliance Apex, is an embodiment of hope, optimism and success," he said.

http://www.dnaindia.com/report.asp?NewsID=1031642&CatID=4

bad news guys the same APEX logo i think

[Arun 795]

Hope its something better... fingers crossed till Sunday !

[@ksh@T 20]

well yes now amitabh bachhan is giving sppech just hearing audio and that same logo uploaded by me.....SAD they spentmillions on that