Flipkart invigorates its brand identity to capture the youthful elements

Conceptualised and designed by the Flipkart design team and Umbrella Design, the new brand identity represents Flipkart's vision of commerce in India

Aanchal Kohli | Mumbai | June 3, 2015

After eight years of innovating and transforming the shopping landscape in India, Flipkart has now undergone a brand identity refresh. Starting with a new logo, the brand has now been refreshed across all the elements that have made it endearing to millions across India.

Conceptualised and designed by the Flipkart design team and an external agency called Umbrella Design, the new brand identity represents Flipkart's vision of commerce in India by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo help break the clutter and stand out across all touch points, be it desktop, mobile, online or offline. The added zest and flavours in the logo make the brand more appealing and inclusive to all its audiences.

The refreshed personality will reflect in all forms of the company's messaging and engagement with customers. It will help customers experience 'One Flipkart' every time and at all touch points. Every stakeholder, be it customers, sellers, media, brand partners, vendors or employees, will experience a more witty, youthful and sincere Flipkart.

The new design captures the elements of playfulness and youthfulness and retains elements that denote the e-commerce player's legacy of being a strong, authentic, trustworthy and fast brand.

Commenting on the brand refresh, Shoumyan Biswas, Senior Director, Marketing, Flipkart, 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.”

Biswas further said, “While developing the new logo, we focussed on three key elements – one, the new identity had to create a positive perception about our brand; two, the logo needed to be more inclusive in its appeal to all our customers; and three, given our focus on the mobile platform, it had to stand out on the app interface. With our new brand logo, I believe that we have achieved all of these.”

This activity dovetails with Flipkart's business focus, where in the coming year the brand wishes to reach everyone who has a pin code and a smartphone and fulfil their desires for great products at surprisingly delightful prices.

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