Dentsu Webchutney is India’s favourite and most awarded creative agency. It was founded in 1999 and has maintained a logo as its identity for the last two decades. Webchutney, as an agency, is extremely brave and creative with a brand system that is not yet equipped to express the brand in its true and most natural form. The company has a fixed hex code of red (which is sometimes replaced with similar codes within teams) with a wordmark. The icon with which Webchutney is most recognised is the ‘W’ set in Gill Sans. The icon, to say the least, is brimming with potential and excitement. The icon and Webchutney are both dynamic, which makes it unfair to expect a static identity to do almost all the heavy lifting.
The motivation and vision for the project and Webchutney were to develop a comprehensive brand system that expands further than a single icon or a wordmark. A dynamic yet adaptable brand system will allow Webchutney to express themselves and their potential through their work and the brand that represents them. The project would also make for an interesting case study to prove how a brand is much more than a logo. A well-designed system will intend to bring together different initiatives and in-house projects (where each has its uniqueness) under a broader umbrella of ‘Webchutney’ with a single design language that binds them.
Brand Identity, Brand System, Graphic Design, Logotype Design, Typography
