Few days back,I was sitting with my Dad and we were watching television. We have a DTH connection of TATA Sky.While we were discussing about advertising and profile of work which I do, he asked me a simple question, which has got me thinking....
Just for the records: TATA is obviously an Indian company and Sky an International company. Both of these companies have done a joint venture and launched DTH service in India.
Coming back to the point. If you ever happen to look at the branding of TATA Sky, one might miss the logic of the way it has used the colors. But DAD did realize it.
So he asked.... Why is TATA written in Blue color and Sky written in Red color. Basic logic says that the word Sky itself denotes Blue color, than how can they make such a big mistake.
The only answer I had that Blue is the corporate color of TATA, so TATA is written in Blue, But how can anyone write the word Sky in Red, no idea. It should be in blue only.
So it made me wonder who is in advertising business, me or he ? incase anyone has an answer to do this, than please do post your valuable comments. Thanks.
ha ha ha ha... great observation. how much can advertisers bull-shit. absurd!
ReplyDeleteThoughtful question Birju. But we need to keep in mind a few things:
ReplyDelete1) A marriage between two things looks attractive if both have contrasting personalites so that they can contribute to each other's success and growth.
2) The sky may be blue in colour but this sky is just a logo of a company and would want to exhibit qualities beyond the word "Sky".
If you check logos of brands like Apple, Banana republic, Diesel, etc. they dont use colours that are derived from the name itself. A brand name tries to derive some properties inherent to the name but its logo tries to go much beyond the name and establish an identity that's a combination of the name and other qualities that the brand wants the world to perceive.
The observation is most definitely a sharp one from your father.
ReplyDeleteI feel there is more to a logo than common man associations. As Ninad mentioned, A Multi coloured or White Apple is unheard of anywhere.
The logo for SKY networks is a Golden Globe with SKY written in Blue. Now do you wish to put in a Golden colour on every place your logo appears- I don't think the Finance Dept is really gonna give a green to that.
Now if you really are creating a new logo unit with a dish antenna as a part, what colour you choose. Blue Tata, Blue SKY on a grey/white antenna- I guess in India, people will see just Tata and SKY will be lost in thin air.(Considering SKY is not very well known in India)
Now make SKY Red and Tata Blue. Visually, Red will attract most eye balls and also a good contrast to Tata in blue. Seems a good fit visually. Logo unit's usually go by contrast and visibility than anything else.
Great response. thanks
ReplyDelete