Rebranding Zee Sports
I remember writing a post on brand Zee few days back. In an article in rediff.com, I found out that Zee Sports is considered as one of the worst brand launches of 2005. So, I did a rebranding for the channel.
The Logo
Before talking about my design, I have to suggest few minor changes to the brand name.
I added an exclamation mark to Zee to make it more prominent and younger looking brand. It depicts the expression of the viewer when they watch the channels. They’ll be completely surprised with the content and quality and the new name aptly stands for that.
I designed this logo from scratch. It’s made up of an arrow (actually two; the other is the copy of the first one but rotated in 180 deg angle) and an exclamation mark. The ‘Z’ is formed by the space between the two arrows. I did this deliberately because the firm can use the arrow as their primary symbol which represents direction, power and more.
A gradient color (between Orange and Yellow) has been chosen for the logo. The colors depict energy and strength that are present in any sport. For the Zee! Sports logo, the camera zooms in on the ‘Z’ and ’sports’ becomes visible below the image and the whole logo gets confined in a black box (as you see in the visual of Zee! Sports logo below)
Zee! Sports Logo
Posters
The main aim of my advertising campaign is to impart the newly branded Zee! Sports into the masses and take the competition from its opponents head-on. I designed three posters for the campaign which announce the launch of new Zee! Sports.
Poster 1 is intended to formally launch the newly branded Zee! Sports. It has a simple ad copy with the details of the launch date.
Poster 2 is to say that the same old Zee Sports has become the new Zee! Sports. It announces its brand make over and it asserts its motto – To serve the viewers better.
I used pun in the copy of this poster. It takes on its competitors (TEN Sports & STAR Sports) indirectly.
With our channel, we’re sure to go beyond a TEN STAR rating.
The above copy suggests that the new Zee! Sports is better than STAR Sports or TEN Sports. At the same time it says that it will score more than a ten star rating with the viewers (It will do extremely well).
I revamped and rebranded the Zee Sports brand to better its positioning among the sports channels in India. As of now, Zee Sports really needs a make-over to grow as a channel.
After a successful rebranding, it should sustain its programming quality like its competitors.
Note: I’m not concerned with Zee Telefilms Limited in anyway. I did this rebranding as part of an assignment in the college. All the brand names are the copyrights of the respective owners. The logo design is my original and its copyright belongs to me.
Leave a Reply