Zee adorns itself with new corporate brand identity

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 20, 2011
Zee TV's new brand identity, complete with a new tagline, is symbolic of its progressive and modern outlook.

It's time for change. And therefore, Zee Network has decided to adorn itself with a new corporate brand identity, featuring a fresh logo with the tagline 'Umeed Se SajeZindagi'.

The transition has taken place with the objective to develop a progressive outlook for the entire network, and especially its flagship channel Zee TV.

Developed by the in-house team, the new logo of Zee TV is designed in an aqua blue colour, featuring a stylish font. The design, with its upward flourish, signifies the upward movement of desires and wishes. The abstract form of the 'Z' and the vibrancy of aqua blue bring in modernity and freshness to the brand.

ZEEL managing director and chief executive officer Punit Goenka says, "The unshackling of the 'Z' from the box symbolises the modern woman's zest for life and the confidence she possesses to step out into the world, beyond her home. The overall design has a progressive feel and reflects the idea of looking into the future with hope, depicting a more dynamic and spirited outlook. The rainbow of hope is an important element of the new packaging. It is colourful, ethereal and symbolically emphasises the promise of 'Umeed Se SajeZindagi'- celebrating hope and life."

Zee has closely collaborated with its creative agency Draft FCB-Ulka to develop the new corporate brand TVC. Produced by Equinox, it captures the sky as the canvas. This was brought through by the protagonist in the TVC -- the girl-child, and her desire to succeed. It's a metaphor for the woman, echoing the emerging paradigms, with fresh beliefs and a zest for life.

Keeping with this DNA of the new brand identity, Zee TV premiered two new shows, ShobhaSomnath Ki and MrsKausik Ki PaanchBahuein, on June 20, at 8 pm and 10 pm, respectively. India KeJaanbaaz is another reality show that will look at making real heroes out of the common man.

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