afaqs!

A new look for Outlook Business on its 2nd birthday

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | May 19, 2008
Along with a new logo and a baseline, the magazine has also introduced new editorial sections and columns

It seems & #BANNER1 & # to be the best time for change in the corporate world. How else does one explain a slew of brands - Ceat, Shoppers Stop, Godrej and Arvind Mills - getting made over with new logos and identities? The latest brand to join the makeover bandwagon is Outlook Business, from the Outlook Media Group.

Outlook Business is celebrating its second anniversary. To mark the occasion, it has got itself a new look. It has changed its logo, started a fresh page layout and introduced new columns and sections.

Commenting on the new look of the magazine, Sonal Sachdev, editor, Outlook Business, says, "Any logo is revisited or refreshed when it is felt that it is not fully reflecting and communicating the true character and nature of the organisation, business or product it represents. In the case of Outlook Business, the change was effected to reflect the true character of the product by emphasising the aspects of thought leadership, grounded and holistic views, incisive analysis, out of the box thinking and a 21st century approach to business with inclusiveness."

Then...

...and Now
Explaining the elements of the new logo, Sachdev says, "In the new logo, the equal lines at right angles symbolise our unbiased approach in examining issues from all sides. The racy, modern font spells 'Business' for the times we live in - the fluid, dynamic, high technology, digital era. The square signifies inclusion and focus. Put together, these elements present the core framework and ingrained values of the magazine."

The magazine has a baseline now to accompany the logo. It reads: 'Outlook Business - For Decision Makers'.

The magazine has redesigned its pages and introduced new columns to further engage its readers. "The new look and design of the magazine is equally complemented by the content on each page. New sections such as Down Memory Lane and Adi Says are sure to be trendsetters. The font used is different, easy on the eye, yet crisp and sharp, like our writing," says Sachdev.

The new logo has been designed by Pranab Dutta of Great Latitude. Dutta says, "Our contribution to the new look of the magazine has been by way of coming up with a different logo, choosing the typography and designing the new sections. The idea was to create a visual identity that is seen as campaignable, a common identity that can be used across all the brand properties. The red square of the logo is the unifying factor for the magazine, around which all the communication is centred. Besides that, the logo, with its straight lines, sports a clean look."

Great Latitude provides creative solutions to both Indian and global clients.

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