Flipkart steps into future with new 3D logo, seeks to make brand cool on mobile app

Country's leading e-retailer Flipkart on Thursday released its new logo in an attempt to give its familiar brand identity a makeover. The new logo was conceptualised and designed by the Flipkart design team and an external agency Umbrella Design.[caption id="attachment_2268090" align="alignleft" width="380"] The Flipkart logo. Image courtesy Flipkart[/caption]"The 3D design and contrasting colour palettes in the new logo helps break the clutter and stands out on the mobile platform. The added zest and flavors in the logo make the brand more appealing and inclusive to all its audiences," Flipkart said in a release. "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."On the launch of the new logo, Flipkart, senior director, marketing, Shoumyan Biswas said, "The refreshed brand identity, including the new logo, is a reflection of our promise to our stakeholders – youthful, innovative, fast and reliable. We have always been ahead of the curve in a rapidly evolving industry and the new brand identity honours the legacy that we have built over the last eight years and at the same time looks into the future."Explaining the rationale behind the new logo, the senior director said that attention was paid to three key elements while designing the logo."... one, the new identity had to create a positive perception about our brand; two, the logo needed to be more inclusive in its appeal to all our customers and three, given our focus on the mobile platform it had to stand out on the app interface. With our new brand logo, I believe that we have achieved all of these," Biswas said.Launched in October 2007, Flipkart is now estimated by analysts to be worth $11 billion, with foreign funds flowing in in big amounts. Current investors of Flipkart include Tiger Global Management and Accel Partners and the company raised at least $1.7 billion last year, according to public statements.Flipkart has no immediate plans to go public and will remain private for the next three years at least, its chief financial officer said, nixing speculation that it would launch this year an IPO and that some bankers had expected to raise a record $5 billion."I don't think we're at a stage in our life cycle that we would want to stand scrutiny on a quarterly basis. Therefore going to the public market is not something that we're actively considering," Flipkart chief financial officer Sanjay Baweja had told Reuters in an interview this month.With input from Reuters