afaqs!

Bates finally goes solo

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 12, 2011
The new logo features the Bates typeface in Helvetica and three speech balloons in dark pink, yellow and blue, replacing the former eye mnemonic.

Bates Asia has embarked on a new journey, opting for a new look sans '141'. It may be recalled that the agency has gone through several rounds of re-christening in recent years. Earlier, it has been known as Clarion Advertising, Bates Clarion, Bates Enterprise, Bates David Enterprise, and most recently, Bates 141.

The agency has also incorporated a new 'Changengage' philosophy. 'Changengage' is an amalgamation of two words -- change and engage. With this, the agency now intends to 'engage' and 'change' its customers in a better manner.

The new logo features the Bates typeface in Helvetica, and three speech balloons in dark pink, yellow and blue, replacing the former eye mnemonic.

Sonal Dabral, regional executive creative director and chairperson, Bates India, says, "The cluster of speech blurbs above the name is symbolic of the vibrant conversations and debates Bates aims to promote through its work. The overlapping blurbs are also a subliminal reminder of tag clouds, the language of now and the future. And, the vibrant colours represent the new Bates identity -- much younger and more nimble, ready to create better and more engaging work for the clients."

The logo is a collective effort of an in-house team comprising members from Bates Delhi and Bates Kolkata.

Talking to afaqs!, Sandeep Pathak, group chief executive officer, Bates India, says, "We have always stood for understanding the tectonic changes that are happening in culture, category and consumers, and translating it into our work. Our new philosophy of being the 'Changengage' people best represents a lot of the work that we have done in the past, and the desire to do for our clients and brands going forward."

The new agency model is based on the troika of management, creative and planning leaders, supported by some digital persons.

"Through the new positioning, we want to start, join, participate and share conversation to create a better product," adds Pathak.

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