After its sister platform, Myntra, Flipkart is also gearing up for its app-only debut and industry experts fear that the move will alienate many users from the platform. Highlighting that "inclusive" is core to its DNA, the company has executed an 'integrated rebranding' exercise, unveiling a new logo along with a strategic tagline 'Ab Har Wish Hogi Poori' - conceptualised by Lowe Lintas.
The message is simple, Flipkart is for everyone and it aims to reach everyone with a pin code and a smartphone.
Conceptualised and designed by Flipkart's design team and an external agency Umbrella Design - the new brand identity represents Flipkart's vision of commerce in India, by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo helps break the clutter and stand out on the mobile platform.
According to an official statement by the company, the new design captures the elements of playfulness and youthfulness. 'It retains elements that denote our legacy of being a strong, authentic, trustworthy and fast brand. The contrasting colour palettes and the 3D design help the logo stand out across all touch points, whether it is desktop, mobile, online or offline' - it states.
Apart from the apparent changes, the company, along with its partner agency Umbrella Design, has created a 450-page manual which has set the tonality and guidelines for its partners. The refreshed personality will reflect in all forms of the company's messaging and engagement with customers. It will help customers experience 'One Flipkart' every time and at all touch points. Every stakeholder, be it customers, sellers, media, brand partners, vendors or employees, will experience a more witty, youthful and sincere Flipkart.
Having set its standards in the e-commerce space, Flipkart now wants to strike an emotional bond with its consumers highlighting its core values of integrity, innovation and reliability.
Flipkart.com claims to offer over 30 million products across over 70 categories. Launched in October 2007, it is currently 33,000 people strong, has 45 million registered users clocking over 10 million daily visits. It is claiming to deliver 8 million shipments per month.
"But, it does convey the change that they are looking at making - providing a fast connecting experience, a fun way to buy and increasing the number of mobile customers. So, it's a good move," he says.
Badve thinks that it was Flipkart's chance to do a complete visual overhaul and transform itself. He also expresses his reservation on the logo being mobile-friendly.
"This logo lacks simplicity and legibility that is required for mobile platforms. It won't be the most attractive logo," he opines, adding that the typo or weight could have been different and better for it to be attractive.
Meanwhile, Deven Sansare, co-founder and chief creative officer at Ferry Wharf Communications LLP (FWC India), finds the 'shopping bag' in the logo 'amateurish'.
"The bag is neither real nor is it graphic, and, moreover, it is empty; that's where it is wrong. And when you order online the products are delivered in a cardboard box, not in a bag," he observes.
Sansare finds the old logo more cleverly designed with the 'F' of the logo integrated with a shopping cart icon. "It had speed lines which showed that shopping through Flipkart would be faster as compared to traditional shopping. The changes made in the logo are not working together as one unit," he says, adding that the logo does not do justice to the kind of rich shopping experience the platform provides.