This week, we finally went ahead to replace our brand logo. We are staying devoted to our culture of continuous improvement.

Our former logo featured the Papyrus font. This typeface is characterised by narrow, rough edged strokes, and it bears an antique look. The old logo combined our brand name and a dialogue box symbol. For us, the main shortfall of that logo was the illegibility of the typeface and the irrelevance reflected in the dialogue symbol.

So, what changed?

While our orange brand colour has been retained, we have replaced the Papyrus typeface of the brand name with the thick-stroked Playfair Display typeface and the dialogue box symbol has been dropped completely. The brand name text also runs off into three lines, forming a stepped block, in contrast to its previous orientation on a single line.

The mini version of our former logo was the orange-coloured dialogue box with an uppercase letter ‘N’ right at the center of the box. Now, we have an upper case letter ‘N’ with the word ‘THE’ sitting on its upper left elbow as the mini version of the new one.

We wanted a simple, meaningful and relevant logo altogether, and we think we have achieved that in the new logo.

You would gradually see our new logo replace the old one across all our online platforms and on all our publicity materials and brand properties offline.

Nonetheless, we would like to hear your thoughts on our new logo. Please leave a comment.