Deepak Singh Ola
16-08-2023
India Post Logo was designed by Professor R. K. Joshi in 1993 when he was teaching at IDC, IIT Bombay. It was replaced with a completely new design by Ogilvy & Mather in 2008 during a rebranding process.
The logo of India post designed in 1993 by Prof. R. K. Joshi was in the form of an envelope with straight parallel lines and sharp angles representing speedy action and dynamism. It was simple, timeless and designed by keeping all applications in mind. It was perfect for different sizes, mediums and print applications.
Changing this perfectly designed logo does not make any sense at all. A logo is an essential element of visual identity and designed for longevity. It gains strength over time through consistent use. Unless there's a merger, acquisition, or significant organizational change, we as designers try to improve the existing design rather than completely changing it.
Okay, let's say they somehow decided to change the logo. It is now expected that the new design would be better than the previous one. However, the new logo design looks like a work in hurry. India Post has nearly 156,000 post offices, 90% of which are in rural locations with poor infrastructure. The logo of such an organisation should be designed by keeping these printing conditions in mind. Ogilvy and Mather clearly have not considered this at all, as the new logo is a disaster while printing (see pictures below). Additionally, its complex design and use of contrasting colors restrict its usage in various applications, such as creating a rubber stamp, printing in black and white, and using it on different backgrounds.
Rebranding require a significant amount of budget, especially for a large organization like India Post. The fees paid to the agency for the design are just a fraction of the overall implementation costs for the new design. These costs involve updating signage across their extensive network of 156,000 offices, including both indoor and outdoor signs. Additionally, there's the task of updating uniforms, merchandise, and even letterboxes, among other things. A poorly executed design would result in incurring these expenses once more. And in this case, as the funds are from the government, derived from public money, any such expenditure poses potential problems for the country's economy.
If you are seeking a logo design that avoids such flaws and ensures clarity and impact at all sizes, our design studio specializes in creating effective and timeless brand identities. Contact us to discuss how we can help your brand achieve a strong and consistent visual presence.