We were asked to work on branding collaterals for IIFA, to be held in Singapore. But soon we realised that working with their current logo has its limitations. The logo was made 13 years back and needed to be updated. So, without getting a brief for the change or revision of the identity, we started working towards one. It was quite cheeky and a risk. We had its 3 strong and powerful Directors to come on the same page ;).
With fear in our hearts and pizza in our bellies, we started by simplifying their existing logo – by removing elements from it; making the type crisper and contemporary, yet retaining things from the earlier identity. And lot of prayers that the Directors like it.
THE OLD LOGO
THE NEW IDENTITY
To give IIFA a unique visual identity, we looked at what IIFA is known for
– THE TROPHY. We dissected the trophy and there emerged a beautiful
branding language from within.
THE SUB-BRANDS & ACTIVITY TO STAY CONNECTED
IIFA has several brands under it. The next task was to connect all these
sub-brands with the main identity. Create a guideline for the present