18/04/2017
ALTBalaji is India’s only destination for the largest collection of original & exclusive shows produced & curated by Balaji Telefilms. AD free on mobiles and online, ALTBalaji offers Indians entertainment they want to watch - anytime, anywhere and as much!
Mangoblossom Design was tasked to:
- Create a Brand Identity System for ALTBalaji.
- To provide a Brand Guide Book, that illustrates the brand in action across platforms.
- Provide Brand Gaurdianship, to ensure that the brand was applied effectively across touch points - from product design, motion branding, communication design to even employee cards and office interiors!
Our Challenge was to give brand ALTBalaji a unique personality, in a way that would reflect Balaji’s creative pedigree and mirror the sensibilities of an evolving young, urban, adventurous and digitally savvy India. The solution lay in creating a coherent brand identity that was contemporary yet enduring, media agnostic and versatile.
Our Solution:
The ALTBalaji Brand Offering:
ALTBalaji is about content that reaches out to the big world between Narcos and Naagin – between foreign English and traditional TV & Bollywood. We crystalized the brand offering as Destern Disruptive Entertainment: Destern as in catering to Desi-yet-Western tastes, Disruptive in the form of untold stories in unseen formats and Entertainment that is exclusive and tailor-made.
The ALTBalaji Brand Voice:
The brand speaks its own language. We’ve called it Urbesi : where urban meets desi. Urbesi is urban Indian and not foreign. Cool, contemporary, young and quirky, it is real and inclusive with no clichés. Urbesi is fresh and alternative.
The ALTBalaji Visual Identity:
Bold, sleek, urban and young, the visual identity has been created keeping the brand’s digital nature in mind. It uses few design elements to keep things clean and consistent, and a neutral colour pallet to allow the shows content to be the hero of any communication. Fewer design elements also means fewer errors when being interpreted by various creative agencies. We’ve recommended the use of just 1 font, 2 colours and 2 graphic signatures.
The ALTBalaji Logo:
The ALTBalaji logo breaks away from the parent company’s (Balaji) visual identity. It cleverly manages to fit a long name in a compact way. What’s cool about this logo is that doubles up as the brand’s app icon!
Brand Colours:
The Brand colours have been chosen keeping an RGB screen in mind. The pallet is predominantly black with a dash of a hot-pink gradient. Black is sleek, modern and epitomises night-time binge watching. The vibrant gradient adds warmth, excitement and reflects the brand’s effervescent personality.
Fonts & Typography:
We’ve recommended the use 1 San Serif font family across platforms. Gotham: because it’s classic yet modern, clean and works well, both online and offline.
Typography is bold and mainly appears in white or in the hot-pink gradient.
Signature Graphics:
Graphic elements when used repeatedly in all communication, reinforce a brand’s presence. The ALTBalaji visual identity has 2 - The forward slash in the hot-pink gradient symbolises the brand's forward-thinking spirit. The black geometric background represents the cutting-edge content on offer. It keeps morphing when in motion and mirrors the brand’s dynamic nature.
