Monday, 4 April 2016

Let's give credit where credit is due

Further to my last blog post I would hereby like to commend the initiative by Mauritius Telecom for the latest re-branding exercise - not an April's fool re-branding!

The fresh new image ensures MT's appeal to contemporary customers. What looked fresh and relevant a decade ago is no longer so appealing today.

This re-branding involved radical changes to the brand's logo and image, marketing strategy and advertising themes and pretty much relied on the 9 principles of good rebranding.

Saturday, 13 February 2016

Aesthetic or functional re-branding?

Every once in a while, major brands suffer from a re-branding disaster. Nowadays re-branding disasters are more frequent. A brand identity can be defined as one of the core components of a company’s public face.

As quoted in a recent article:

“A successful re-branding involves overhauling a company's goals, message, and culture, not just changing a name or a logo.”

A redesign can be a useful way of showing that a company has undergone a change in the way it does business or in it’s structure, product or service.

When an identity - especially a classic one - is modified for the sole purpose of having a new logo, the initiative can be futile. Logo redesigns can alienate core audiences, a group that internalise the brands that are on the topmost position on their mental ladders and form a symbolic part of their lives.

But no matter how bad - from an aesthetic or functional perspective - the redesign looks like, none of us who vocalise our frustration online can stop a major brand from continuing its merry way!

Monday, 16 June 2014

Motion Graphics: A concoction

Motion graphics is an ambiguous term to define. The origins of motion graphics remain unknown. While, John Whitney might have been one of its creators, Saul Bass, on the other hand, was an American graphic designer who undisputedly mastered it. In the true sense, Saul Bass brought us the art of motion graphics. Some of his most famous works are the title sequences from: The Man With The Golden Arm (1955), Vertigo (1958), Anatomy of a Murder (1959), North by Northwest (1959), Psycho (1960), and Advise & Consent (1962).

Simply put, motion graphics is defined as the combination of animation with graphic design. The main aim of motion graphics is to achieve a specific audiovisual design. Widely used in the media industry, we do find motion graphics in TV indents, bumpers and commercials, informative films, corporate videos, title and opening sequences and cinema advertising.

As an extension of animation, motion graphics has evolved into a complex concoction with 2D and 3D graphics. With the advent in technology and software development, the definition of motion graphics remains in a state of flux.

Birds and Bees

Market, budget, risk management, forecast, stock prices – all these are the terms I come across regularly. I am a graduate in Economics and thinking that most of businesses rely on these factors were more than satisfactory until I met my better half. On the very first meeting, when asked what he does, he mentioned Art Director. Heck it made no sense. A professor or someone who worked at the art museum was all that raced through my mind. I wondered for long during that first meeting whether I should ask him to explain or should I just give that confident smile that I know it all. No offence, it is eccentric to just describe that now. So after he left, I went online to my very dear Google.

Wikipedia defined it, as “Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, film and television, the Internet, and video games.” Still not satisfied given that Mr. Right said otherwise, I searched on Google and on Prospects website, the definition was perfecto “Advertising art directors, often referred to as 'creatives', are responsible for producing innovative ideas for the visual elements of advertising campaigns in all kinds of media…”

Well this is not what I want to say at all. This blog is especially dedicated to someone who best completes me. He creates and passionately owns his creations and relentlessly drives it to completion. To be more authentic and live his dreams through, there goes a little boost my darling boy to build your empire.

Friday, 14 February 2014

Unpredictable but inevitable romance

January was indeed a new beginning, a season where the soul mates were meant to meet for the very first time. She was as reluctant to this idea as he was since the meeting was to be held in front of her parents. The gushing blood in his veins made him real nervous and she bit her lips swearing under her breath thinking of it. It was a cool evening and she ran to her room upon the orders of her mom to get ready. She had no choice and she could not turn down this sudden meeting. This was so new to her and she was not ready for any kind of arranged marriage. She just made it home after a year. After her disastrous last relationship she had a few flirtatious encounters that lasted only the very moment. She had led a life on her own for eight long years yearning and dreaming for the man of her dreams.

As the water ran through her hair, she kept asking herself how to react and whether that freaking clock could stop ticking for a second. All seemed blank and her nervousness was rising. Damn, showering has never felt so relieving before. She hoped that a phone call might come and it will all be cancelled. Agrh! No it’s real and he’ll be here. She did check his profile two days earlier and yet she felt he was a complete stranger. She was fond of his line of work though. She jumped out of her thoughts when she heard banging on the bathroom door. Her mom stood there asking her to get ready. He was there already!

Draped in her towel, she ran to her room, slid in her jeans and put on a shirt while her wet hair was dripping on her back. Her mom was standing by the door with a wicked smile. ‘Awful attire,’ she said. ‘Get into an Indian outfit’. She did try hard but nothing seems to fit. Damn, she gained so much and shedding some kilos was not her priority right now.

She pulled a blue ‘kurta’ and a fuschia bottom. No time to even care whether they do match or not. Grabbing a hairbrush, she did her hair and made her way downstairs. Her heart skipped a beat as she stepped into the living room. For the very first time she saw him. Her hands went moist and her legs went numb. She felt coined and coy. She politely greeted him and kissed him on both cheeks. She then sat down and they were introduced. She was nervous and was not able to meet his eyes but she felt much relieved knowing he was as uncomfortable as she was…

It is a different story, a bizarre one!

Tuesday, 28 January 2014

iGeneration kids

Experts still find it difficult to recognise the new generation. Tech savvy kids fail human comprehension. We fight to understand where we are heading. The millennial children if we could call them so have a sharper mind and are more geared towards electronics. Soft toys, cute dolls and traditional board games have been replaced by learning laptops, tablet computers, game consoles and mobile phones. These millennial kids expect even more from our society. Social networking sites are amongst those websites that are most viewed and subscribed to. Should we make a broad statement that being an iGeneration kid is part of its own DNA? To psychologists, sociologists and media experts, the connection of tech-savvy millennial elders versus millennial kids is yet to be determined.

source: further reading here

Monday, 6 January 2014

Play the "queue" game nicely

The Americans love "standing in line" and the British a good queue. But Mauritians who are now becoming a nation of queuers seem to have a knack to ignore protocol.

2014 announces to be more happening. However, the society is no less… Are we moving a step forward or have we become too self centred and ignorant? The etiquette of good manners seems to fade as the decades go by. Social networking sites have made this even easier… Well let’s not totally blame them for our actions though.

I just experienced a "queue" problem last week at the Kentucky Fried Chicken in Rose Hill. As there were multiple checkout "spots", I "stood in line" waiting for youngsters and a couple in front of me to be served. After a short while, another couple nonchalantly came and stood at one of the checkout "spots" – in front of me. When I pointed out that I was in line, they simply ignored me. I'd shoot them dead, but unfortunately I was unarmed. So they were spared and lived happily ever after jumping queues!

Remember, that we’ll receive our due at our turn! If you see a counter with one line and multiple checkout "spots", respect the rule and don't jump to the checkout "spot". It's a single-queue, multi-server system found at most banks, post offices and airport check-in counters!