afaqs!

Cera adopts new identity

By Nandana Das , afaqs!, New Delhi | In Marketing | November 11, 2011
The new logo is free of structured boundaries, and signifies movement and exploration of new avenues.

For the first time since its launch 31 years ago, Cera sanitaryware has donned a new logo. The new brand identity with a modern touch aims to tap the next generation consumers.

Talking to afaqs! about the new logo, P K Shashidharan, vice-president, marketing, Cera, says, "The new logo has been designed to infuse youthfulness by making it more contemporary and reach out to a larger consumer base."

The new logo has been designed by the Ahmedabad-based creative agency Aakriti Promotions and Media. It has a sense of dynamism and openness. The Cera typeface in blue is inscribed against a white background. The old logo had Cera written against a structured blue background, with 'Sanitaryware' written below in black with a red underline.

As compared to the earlier one, the new logo is free of structured boundaries, which signifies movement and exploration of new avenues, with limitless ambition. In addition, the new and modern typeface indicates a strong sense of purpose and confidence in Cera's ability.

Shashidharan adds, "Retaining the blue colour keeps Cera connected with its rich heritage of design and innovation, of which we are immensely proud. While remaining rooted, it also inspires us to adhere to core values of stability and sincerity."

According to Vikram Somany, chairperson and managing director, Cera, "Our new logo reflects who we are, the markets we serve, and the innovation that differentiates us in our industry. We have expanded into new markets, created new businesses, and come up with new capabilities that have made Cera sanitaryware a versatile brand."

Apart from the new logo, Cera also plans to launch a massive 360 degree campaign, following the celebrity endorsement path. The group intends to start some aggressive, integrated brand building and positioning exercises to gain more prominence through various above the line (ATL) communication such as print, electronic and out of home (OOH) advertising, as well as below the line (BTL) activities.

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