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  Essar's brandmark re-design


The new brandmark has a lightness of touch which makes the old identity look disctinctly heavy-handed and old fashioned. This goes for the new type too. Much better, I think. It's more open and visually brighter. Besides the fact that it looks like an off the shelf typeface, the middle bar of the E looks too long. The brandmark looks fresher but the opportunity to create something more proprietary has been missed.

The rest of the brand transformation comes across as light-weight. The website is riddled with cliche, decoration and visual insensitivity. The brandmark on its own looks okay but in the context of the overall brand identity all the elements look weak. It won't be long before the brand looks tired again.

Does anyone know which consultancy is responsible for this work?


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