Times Internet is India’s largest digital products company, with powerhouse brands that range from economictimes.com and timesofindia.com to Gaana and mxplayer. Almost every digital Indian interacts and engages with a Times Internet product, which makes it a hot destination for advertisers and publishers.
When Times Internet approached Delhi-based creative agency, Animal, they had two problems:
- Regular users didn’t identify with Times Internet – they identified largely with its products
- Advertisers and publishers were unaware of the scale of Times Internet and found the corporate giant unapproachable
Simple but Powerful
Animal proposed that Times Internet be rebranded as the single destination that catered to everyone’s interests. Because when you aren’t searching or socialising, you are online for other things you love – sports, movies, news, etc.
Times Internet was that destination. A destination to find your Everything. Everyday.
The Design Solution
The letter ‘T’ presented itself as an element that could harness everything that the brand contributes to everyday lives. The Animal team has used it in many creative ways to convey the inclusivity, flexibility and diversity of Times Internet.
We stylised the ‘T’ letterforms at the beginning and end of the brand name and turned them into bookends or brackets that became a signature visual element. This element can be easily extended to all interfaces – from screens to merchandise – and provides an excellent trigger for brand recall.Kunel Gaur, Founder & Creative Director, Animal
The brand colour palette maintained continuity with the existing one, but used deeper, bolder shades of blue and yellow to convey both stature and a strong Indian connect.
According to Animal, the new identity has received a resounding welcome, from driving a considerable jump in website traffic to creating rising awareness about Times Internet’s scale.