FICCI has launched a new, younger corporate identity, that is said to reflect "agility of purpose, speed of thought and represents an India on the move in a profound manner with a nationalist zeal".
Rediffusion Y&R conceptualised and designed the new logo and identity. The team at Who!, the design unit of Rediffusion Y&R, worked towards the creation of this new identity.
According to a release, "The new identity embodies the Indian tricolour through an energetic and progressive form and is a manifestation of Indian business’ achievements at a global level. It is symbolic of the changing face of Indian business -- from the agrarian look of the independence era to the incorporation of industrial chimneys in the 70s to the bold in blue look of the post- liberalization era. The new identity is an expression to take FICCI forward into the era of representing India as a global super power while retaining the Indian values which have been instrumental in scripting India’s success story."
The authorities at FICCI commented, “The nation has a drive that has never been seen before, a hunger for success, passion to be the best in the world. Comprising of the most prominent and progressive names from the world of Indian business, FICCI will be pivotal in enabling our vibrant nation further its economic ambition. The new identity symbolises our commitment in progression to prosperity that we, at FICCI, shall have the honour of moving to with our young, passionate nation.”
Ashutosh Karkhanis, creative head, Rediffusion Y&R, added, “From the agrarian look of the independence era to the incorporation of industrial chimneys in the '70s to the bold in blue look of the post liberalization era; the evolution of FICCI’s identity has been symbolic to the changing face of Indian business. The new identity is an expression to take FICCI forward into the era of representing India as a global super power while retaining the Indian values which have been instrumental in scripting the Indian success story."