ZEE Network reveals new brand image globally

ZEE Network has unveiled its new “youthful” brand image across its entire bouquet of channels worldwide.

As a part of the revamp, ZEE Network has undergone a facelift, ditching its iconic square (diamond) logo and opting for a simpler ‘Z’ in its new avatar. Incidentally, the last look was revealed at the ZEE Cine Awards in London in 2005.

The new logos, portraying the outline of a swan, features a stylish corporate ‘Z’ font, with the name of the channel beneath it. The logos have been developed by ZEE�۪s in-house team.

As already mentioned previously on BizAsia.co.uk, the new logos reflect the recent ZEE Caf̩ and ZEE Studio India channels, which were much more basic to the existing portfolio of channels.

ZEE TV has also unveiled its new slogan, replacing ‘Harpal Banaye Ek Naya Rishta’ with ‘Umeed Se Saje Zindagi’.

As per our images above, each channel will have its own colour to differentiate it from the others in the network. In the UK, ZEE TV will don a new aqua blue colour, ZEE Cinema will retain its generic green, Zing will stick to red and white, ZEE Punjabi will be yellow and blue and ZEE Caf̩ will be sporting a new black colour.

Developed by the in-house team, ZEE TV�۪s aqua blue colour new logo features a stylish font. The new age design with its upward flourish signifies the upward movement of desires and wishes. The abstract form of the ��Z�۪ and vibrancy of aqua blue bring in modernity and freshness to the brand. “The unshackling of the ��Z�۪ from the box symbolizes today�۪s woman�۪s zest for life and confidence to go out in the world beyond her home. The overall design has a progressive feel and reflects the idea of looking into the future with hope and depicts a more dynamic and spirited outlook. The rainbow of hope is a very important element of the new packaging. It is colourful, ethereal and symbolically emphasizes the promise of ��Umeed Se Saje Zindagi�۪…celebrating hope and life,” said Punit Goenka, ZEEL MD & CEO.

The new image was unveiled in a special 90-minute show ‘Umeed Ka Naya Cherha’ in which ZEE TV soap stars performed live on stage to bring in the new look.

The new ZEE TV on-air presentation will include further emphasis on its popular faces such as soap stars and reality TV show stars coming in-between break bumpers and signature tune.

Talking further about the new youthful look of ZEE TV’s new image, Punit Goenka, ZEEL MD & CEO said, “We believe the time is right to infuse renewed freshness into the brand and reflect an identity that truly articulates our spirit. The new positioning is about a celebration and vindication of a woman�۪s emerging beliefs and a reflection of her changing hopes, dreams and optimism. This essence is very well captured in the line, ��Umeed Se Saje Zindagi�۪. Since its launch, ZEE TV has always showcased content that made the common man its superstar. As it heads to a new look, we acknowledge their contribution in making us India�۪s leading GEC and unveiling our new brand identity would have been incomplete without them. The bond the channel has built over the last two decades will be strengthened by involving our viewers in revealing the new logo and giving them a sense of ownership.”

“ZEE TV�۪s programming has always been one where our viewers forge strong friendships with our characters and create great memories while sharing quality time with their families. Content created for the entire family is what sets us apart from others. Keeping with this DNA of the brand, ZEE TV premieres two new shows, Shobha Somnath Ki and Mrs Kausik Ki Paanch Bahuein this week. India Ke Jaanbaaz is another upcoming reality show with real heroes that will make the common man a superstar,” added Goenka.

Last year, Star India also did a makeover, where a new logo was created by UK-based design firm venturethree, and was used by News Corp. to rejuvenate some of its other TV platforms globally.