This project was my entry into the Kyoorius Student Awards, 2014 and is a solution to a hypothetical design brief created by Landor and Kyoorius.
BRIEF
Doordarshan is the first Indian public service broadcaster. It has over 17 channels today including DD Metro, National, Global, Sports, News, Bharati, Urdu. Doordarshan creates socially relevant, independent and unbiased coverage for national good. The channels aims to promote harmony, spread unbiased information as well as explain the diversity of culture and promote national interest.
Need for change:
The brand is perceived as 'old and dusty'. While it is one of the few options in rural India, Doordarshan does not feature as the favourite channel in urban areas.The channel, should appeal to a pan India audience of all ages, across all 28 states and languages, urban and rural alike.
UNIQUELY INDIAN
While old is most definitely gold, everything that exists must reinvent itself to remain relevant. The visual elements used in this rebranding exercise are an indication of things that make the channel quintessentially Indian. Illustrations were used to create an identity that seamlessly blends the old and the new and is a tribute to the diversity of India.
The simplest solution would have been to simplify the existing logo and create a minimal, modern version in order to maintain the recall value of the brand. However I chose to stray away from the familiar towards a brand new idea. Though a completely fresh take on the identity might take a while to get used to, it would provide a brand new start to a brand that is in dire need of reinventing itself, which seemed to be of utmost importance in this case.
The minimal logo replaces Doordarshan’s nebula with the acronym "DD", to form a simple motif. "DD" as the brand name puts Doordarshan ahead amongst the league of its global counterparts in terms of recall value as well as evokes fond memories for the Indian audiences, urban and rural alike.
Still frames:
Stationery
Ipad and phone app & Website for DD News:
