by Sandeep

Kitply’s logo redesign—forgetting the basics

Want an easy attention in India? Be around to what is already popular—cricket. This is what Indian companies are doing right now to promote their brand makeover. After the ‘Godrej’ and ‘Ceat’ now this time its ‘Kitply’ although after the latest IPL 20-20 matches I am feeling that too much of cricket has happened, so I wasn’t following the ongoing cricket series in Bangladesh until this morning I saw Kitply’s logo makeover-ad in the front-page of a newspaper and it seems that the logo has clearly affected by the pressure of finishing a project on time. As the designer has forgotten the basics of a logo design.

Kitply is a know name is India not only in corporate sector but in between common-man also. And according to their website (which is a true example of web -2.0) they are the largest plywood manufacturing company in India. Surprisingly, the website doesn’t have any information on the makeover especially when they are promoting it very aggressively by becoming the sponsor of the cricket series. Hmmm… my friend was right the web-bubble has burst!

Kitply logo

Ok lets talk about the logo makeover: Overall the logo is totally unbalanced—visually. The designer has used the same concept of representing the company, which is associated with wood or nature, making it strong with using the earth colors: blue and green.

One basic rule is that the logo shouldn’t get disturbed while decreasing or increasing the size and I am really worried about those two root elements of tree symbol just above the ‘p’ which looks fine now but what if you reduce the size of above logo by 50% or more, same goes with print medium. It seems that this tree symbol is somehow fixed there just for the sake of using a tree element here.

Extending the ‘K’ at bottom has no meaning except for bringing the balance. At the end: old concept, poor execution.

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3 Comment

  1. i totally agree with you on this, the basics are not considered, forget the detailing such as kerning and visual correction of form.
    and i wish they’d developed the news room, cos thanks to my pigeon hole memory system, i just dont seem to remember what the old one looked like.
    if u have a ref and can post it here, it’d be real good to see the comparison of how far they have come (or if they even traveled a distance)
    :)

    #1 neha

  2. Hi Neha,

    Actually I too wanted to share old logo with the new one but didn’t find it anywhere online. I will post it as soon as I get.

    #2 Sandeep

  3. Hey Sandy, so now you have started criticizing also :-) I do agree that Kitply’s new logo doesn’t make sense at all, and there could be tons of reason to prove the point. What wonders me most is how the management can take such a foolish decision, may be we are wrong, may be there is some hidden logic behind the Logo figure but why they haven’t put some content describing the same thing. Surely it adds up one more flawless proof that most of Indian graphic designers (excluding you :-)) hardly put their heart at work. I hardy see some passion…

    I believe you meant something else but there is a typo in your post. Kitply’s website is not at all a perfect example of web 2.0, I would say they have followed the worst practices while building a website.

    Also, may be you can grab the image of Kitply’s old logo from http://www.superbrandsindia.com from the right side of homepage.

    #3 Rajveer

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