Dailyhunt
(Proposal for Re-branding)
The Challenge
How can we be more relatable to younger audiences?
How can we look like a cool, content-of-your-choice app?
How do we look like a young, techie, yet desi app?
How can we create an identity that is easily adaptable with changing needs and brand extensions?
Problems with current identity: Incorrect usage
The identity appears in multiple incorrect ratios (symbol : type) and forms diluting the strength of the identity.
Which one is the correct symbol?
Owing to the symmetry of the symbol and the lack of a rationale as to why the colors are in that order, it's hard to remember which orientation of the symbol is the correct one.
Only having the logo as the identity for the brand quickly makes it repetitive or inconsistent.
Insight
As a brand with over 100Mn users, changing the identity drastically might alienate older users.
Cultural relevance
India is known for it’s colours (with festivals like Holi), so retaining a multi-colour logo will help us feel more local & Indian.
(All photos belong to their respective owners. They have been used here for illustrative non-commercial purposes.)
India is also known for it’s arches & curves, widely appearing throughout the country.
(All photos belong to their respective owners. They have been used here for illustrative non-commercial purposes.)
Creative Strategy
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We will look at evolving the identity instead of creating a completely new identity
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A multi-color identity would be a good direction for the brand to continue in.
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Indian motifs could lend us the local flavour
Solving the orientation problem
Sky
Plants
Sun
Mud
When the blue & yellow are on top,
and the green & red are at the bottom,
Our brand mark is in the correct orientation.
Evolving the brand mark into a word mark
Dailyhunt
Brand Name
Indian Motifs
Evolved Word Mark
Solving the problem with incorrect usage
Word Mark
This is our primary identity
Brand Mark
Only to be used in smaller spaces where the word mark can't be used.
To prevent the incorrect usage of the identity, there are only two approved forms of our evolved identity.
What makes this mark so special?
Built on a 10x10 grid for maximum precision & legibility at smaller sizes.
A mark that stands for the 4 different directions of our country, and, our presence in this diversity
A mark that stands for togetherness
A mark that stands for inclusiveness
for her
for him
for them
for all of them.
A mark that brings more clarity
to shift focus on what's important
(All photos belong to their respective owners. They have been used here for illustrative non-commercial purposes.)
A mark that inspires freshness
A mark that feels like home
A mark for dailyhunt
Sub brands
Curations
Content handpicked by Dailyhunt
Exclusive
Content that is available only on Dailyhunt
Creations
Content created by Dailyhunt
International
Global alliances and mergers
Brand Architecture
Iconography Style - For smaller icons
Iconography Style - For larger icons
Communication
Insight
A snippet of interesting content urges people to read more or find out about the subject.
Communication Strategy
Content served on the app should be the center of our communication to attract the younger audiences. A sneak peek into our content is what will urge them to get onto the platform
Insight
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With news, it's only good if it's new. Every second matters and whoever reports it first changes the game.
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Most news aggregators use terms like "breaking news", "just in" etc. while reporting news.
Communication Strategy
Always fresh would be the core essence of our brand. This freshness echoes in our colorful visual identity as well.
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