MUMBAI: After eight years of existence in the Indian shopping landscape, Flipkart has now gone for a brand identity refresh.

Starting with a new logo, the brand has now been refreshed across all the elements.

Conceptualised and designed by the Flipkart design team and an external agency Umbrella Design – the new brand identity represents Flipkart’s vision of commerce in India by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo helps break the clutter and stands out on the mobile platform.

The refreshed brand identity will reflect in all forms of the company’s messaging and engagement with customers. The brand aims to appear as ‘witty, youthful and sincere’ to all its stakeholders.

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.”

“While developing the new logo, we focused on three key elements – 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.”

This activity dovetails with Flipkart’s business focus where in the coming year the brand aims to reach everyone who has a pin code and a smart phone.