India’s leading e-retailer Flipkart unveiled its new logo in an attempt to capture the elements of youthfulness and playfulness. The new logo was conceptualised and designed by the Flipkart design team and an external agency Umbrella Design. The letter F in the current logo apparently denotes ‘playfullness’ and ‘speed’. With the new logo, the company aims to focus more strongly on its mobile app.
“Flipkart has evolved into a pretty much mobile-centric platform,” Mukesh Bansal, head of commerce, Flipkart said. “This will be our identity across all touch points, whether it is desktop, mobile, online, offline, print, everywhere,” he said.
Flipkart, senior director, marketing, Shoumyan Biswas said, “The refreshed brand identity, including the new logo, is a reflection of our promise to our stakeholders – youthful, innovative, fast and reliable. We have always been ahead of the curve in a rapidly evolving industry and the new brand identity honours the legacy that we have built over the last eight years and at the same time looks into the future.”
“While developing the new logo, we focussed on three key elements – the new identity had to create a positive perception about our brand; the logo needed to be more inclusive in its appeal to all our customers and given our focus on the mobile platform it had to stand out on the app interface. With our new brand logo, I believe we have achieved all of these” added Shoumyan Biswas
“Flipkart wants to be perceived as a familiar and friendly brand. This rebranding exercise is a part of the brand’s vision in achieving that. The company has chosen to retain its signature yellow colour, as it represents qualities that Flipkart represents, like imaginative, lively, friendly and inclusive. The font used in the logo is Riona, which is contemporary but appealing to everybody. The shopping bag represents the freedom to choose products that a consumer likes,” explains Kalpita Bose, CEO, Umbrella Design.
The new logo is crafted to be mobile-friendly. That’s no surprise. Flipkart reportedly more than 75% traffic from mobile devices. Myntra is accessible only through the mobile app now.
Watch this short film from Flipkart in which one wish lead to another.