Opinion BY Armin

Flubber-based Logo

Offering televisions (conventional, flat and LCD), washing machines, air-conditioners, refrigerators, audio products, home theatre systems and microwave ovens, produced through eighteen manufacturing facilities globally, India-based Videocon is one of the largest consumer products in its country and has its aim on global expansion. This past July Videcon unveiled its new identity in San Francisco with the help of Bollywood star Shah Rukh Khan.

While the venue chosen stands testament to the current reach and also the future ambitions of Videocon’s large Consumer Durables division, brand ambassador Shah Rukh Khan embodies the very spirit of the new, hardworking and youthful Global Indian — aware, in sync and winning recognition and accolades across the world today.

Speaking on the occasion, Mr Khan said, “I am extremely proud to stand before you today in San Francisco, to unveil Videocon’s new brand identity and logo — to me, this moment is yet another reminder of how far India has come since winning her Independence sixty three years ago.
— Press Release

If you can’t make head or tails from the video above and question the green muppets, there is an explanation:

The clip being unveiled today is representative of Chouw and Mouw’s activities — today, they’ve taken a journey to the US from India to visit Videocon’s brand ambassador, Shah Rukh Khan at his film set in the US. They encounter some difficulty in meeting him, but eventually manage to do so. Following this meeting, Mr. Khan gets to magically view the new Videocon Logo morph into existence in the sky over the Golden Gate Bridge. Together, they spend the day with a meal out, some time for exercise and a good read together, and get to meet with Karan Johar and even dance with the choreographer Farah Khan… before it’s time to say farewell and head back to India.

As I was poking around for this post, this was the first video I saw and, to put it mildly, I thought it was lame and wondered if the green blobs was just a case of something lost in (cultural) translation. But small in the bottom corner of Videocon’s web site was an animation that further established these two personalities — Chouw and Mouw — and gave life to the logo. Here they are:

The ‘V’ in the new Videocon logo is representative of the new identity of this leading consumer durables brand - an identity that is fresh, dynamic, and has been provided a life of its own. The new ‘V’ is composed of two animated green, lava-like shapes — called Chouw and Mouw, with distinct identities of their own.

Chouw and Mouw are ‘live’ characters, and will be used through a series of short videos to tell simple stories, each depicting a positive dimension of Videocon’s new tagline, “Experience Change.” Both have certain personality traits, based on their physical attributes. The bigger one, Chouw, is slow but earnest; strong and silent; he is patient, good natured, kind, and maybe a little romantic too. The smaller one, Mouw, is quick witted, energetic — bordering on restless, curious, and funny. Physically, they can coerce their bodies into rudimentary shapes that help them to get on with tasks at hand.

It’s amazing how these animations really give the logo a story and it becomes quite endearing once you know that this logo for a corporate behemoth is actually two friendly flubbers that do good things — an extremely welcome change from the old logo, which might as well be for the evil empire of a James Bond villain. On its own and without a back story the V icon is cool enough and has the potential to become an instantly recognizable shape since it’s so simple. The typography, on the other hand, is sadly too out of date and clashes with the fluidity of the icon; even something more contemporary like the type in the tagline, “Experience Change,” would have felt better. Nonetheless, this has to be one of my favorite identities all year, not so much for the final logo but for the story it tells and the emotional connection it can create with customers.

Update: Animations should now be playing for everyone.

DATE: Aug.20.2009CATEGORY: Consumer products 50 COMMENTS

Jared Ray Scott Ramey’s comment is:

i really don't think you gave us enough video examples.

the new one is a VAST improvement, although to avoid the "flubber" comparisons, I think maybe a blue or yellow might have worked better. the font treatment screams late 90's to me. but, in its favor, the new logo doesn't look anything like the moniker of an evil empire from a bad sci fi (Sy Fy) movie, as the old one does.

On Aug.20.2009 at 10:15 AM

Skythe’s comment is:

Uhhh, evil mov films. -.- cant watch

On Aug.20.2009 at 10:29 AM

Armin’s comment is:

Skythe, you can's see the movs at all? I hadn't heard of this limitation... Is there a better format/embed formula?

On Aug.20.2009 at 10:35 AM

Gonzalo González Mora’s comment is:

I'm having the same problem. Maybe it's because I pressed cancel when a Quicktime popped up telling me I had to install something else to view these videos :P I'll try it now, because that popup kept crashing Firefox after I clicked "Continue".

On Aug.20.2009 at 10:48 AM

Chad Kaufman’s comment is:

The files cannot be watched w/o Quicktime Pro (most likely the prob). The link in the article is also to Videcon, should be Videocon.

On Aug.20.2009 at 11:08 AM

Jacob’s comment is:

Did you use some unusual codec for those? QuickTime hung both Firefox and Chrome before telling me that "additional components are required" to view the content.

On Aug.20.2009 at 11:13 AM

Mr Kim’s comment is:

Same here... Quicktime does not seem to support these movies. Download and use mPlayer or VLC (freeware on VersionTracker).

The mark is a vast improvement but I think there is a disconnect between the idea of "doing good" depicted by the videos and the message of "change". I'm not convinced that the mark reflects either idea... but still, nice to look at and it's success will ultimately depend on behaviour and implementation.

On Aug.20.2009 at 11:26 AM

C Jones’s comment is:

My thought on the new logo is that is looks like a new Microsoft Product Icon (Microsoft Video?). It reminds me a lot of the Word and Powerpoint Icons. It even has the gradients and similar colors to the Excel symbol.

I don't think this makes it a bad mark, just an observation on my end.

As far as turning the mark into characters –it feel a little Sesame Street to me and a little off target, but I am unable to watch the videos so I can not see the application.

Either way, major improvement.

On Aug.20.2009 at 12:07 PM

Armin’s comment is:

Re: Movies not Playing

Okay, I think it should be working for everyone now. Just trying to get the still frames to show on all the clips. Sorry about the inconvenience.

On Aug.20.2009 at 12:25 PM

Matt C’s comment is:

the videos work fine to me and im in Firefox, no Quicktime Pro either, but might be better if they didn't. not a big fan of this logo. green blobs/refrigerators/AC Units, not the best thing to think of to me, who wants green blobs in their fridge, and even worse, green blobs that talk to you? The V shape seems very similar to that of the 'Very" Logo...

On Aug.20.2009 at 12:29 PM

Andy’s comment is:

We can nickname this one 'the uvula.' The mark is lively, but the typeface made me vomit. Much too trendy, and that trend happened a decade ago.

On Aug.20.2009 at 12:56 PM

Justen’s comment is:

You need the quicktime plugin to view them. You can download them here: https://addons.mozilla.org/en-US/firefox/browse/type:7

Also, the best format for video is flash. That way everyone can see it.

On Aug.20.2009 at 01:10 PM

Nick’s comment is:

Call it an homage or tip-of-the-hat, but it's hard not to see the similarities between the characters in these ads and some famous Pixar personalities...

On Aug.20.2009 at 01:44 PM

tom’s comment is:

Nice identity but pretty depressing that this follows the example of all other advertising in India... not an inch of brown skin on show.

On Aug.20.2009 at 01:48 PM

obse.’s comment is:

Those animations are incredible!
I hated the logo at first glance, now I can't look at it without saying "aaaaw".

Love it.

On Aug.20.2009 at 01:52 PM

obse.’s comment is:

Oh! And I liked the serif type in the old logo...

On Aug.20.2009 at 01:57 PM

Chad Kaufman’s comment is:

"Chouw Mouw, Chouw Mouw, Chouw Mamamow" That song was stuck in my head after the first clip! 4 more clips later and I think it will be in my head the whole way home after work. Excellent.

On Aug.20.2009 at 02:29 PM

jmj’s comment is:

I love the mark, but I think the animations are horrible. After watching those two snot blobs in the videos, I can't even discern a "V" from the mark any more. The whole animation/logo connection just seems like an accident and that was allowed to pass as an idea. After watching half a dozen videos I still have no idea who or what videocon is.

I do however love the font used and overall, the mark is executed well. But the snot blob animations just ruin it for me.

On Aug.20.2009 at 02:36 PM

Ben Peck’s comment is:

The logo is freakn fantastic but I'm having a hard time with Chow and Mow.

And I also noticed similarities in the animation style with pixar.

On Aug.20.2009 at 02:37 PM

Gareth Coxon - Dot Design’s comment is:

I think its fine and an improvement but haven't we seen alot of these kind of treatments around for awhile now?

On Aug.20.2009 at 02:40 PM

BlindAcreMedia’s comment is:

Great way to implement the new logo. I can't get over how much the old logo looks like it should be on some type of car.

-BlindAcreMedia

On Aug.20.2009 at 03:55 PM

JD’s comment is:

Does any one else see gigantic globs of snot?

I love the connections, but that type is weak.

On Aug.20.2009 at 03:59 PM

Mark’s comment is:

At first I hated this new logo but after seeing the videos of Chouw and Mouw and how they relate to the logo it's grown on me.

This is pure genius, well done.

On Aug.20.2009 at 04:00 PM

mertz’s comment is:

geez. i can't help but think about green boogers when i look at this. i think it's a neat concept having a video story to accompany this new logo, which remindes me of the ms video logo, along with snot, and a little bit of the sony earbud logo idea. the new logo is miles better than the old one, which looks like it's for a car company or belongs to an old gotham building. after looking at both logo texts i think they could have used another sans serif text with the blob v.

On Aug.20.2009 at 05:33 PM

Glenn Sakamoto’s comment is:

Unfortunately it looks like every other symbol out there. What ever happened to a good, strong idea? Nice animated boogers, though...

On Aug.20.2009 at 05:49 PM

Sean’s comment is:

I'm a sucker for animated things like this. Good call Nick on the close resemblances to pixar characters. Not really blown away by the logo either.

On Aug.20.2009 at 07:00 PM

Nick’s comment is:

I don't mind the mark at all, however much of an improvement it is though, I do agree with Glenn that it's not exactly unique.

The TV spots are quite nice and pretty clever. Probably the strongest aspect of this new brand.

The type however... come on, it's just wrong. It totally feels like an after thought and a cheap one at that.

On Aug.20.2009 at 07:10 PM

Sean DL’s comment is:

I love to have that mark on my TV, better then the westinghouse logo..

On Aug.20.2009 at 07:14 PM

Bill Dawson (XK9)’s comment is:

@Nick the Pixar "homage" is more accurately plagiarism. I can assure you that the characters you referenced and the bedroom (Boo's bedroom from Monster's Inc.) will appear to Disney to be a little bit beyond flattery. You don't mess with Disney/Pixar. In fact, Dreamworks might also have a reasonable claim that the green goo duo are a bit too derivative of the cycloptic blue goo in "Monsters and Aliens."

Re: Logo.
There may be something lost in translation here. This may seem contemporary in India, but the type seems like a graphic anachronism (more 80s than 90s). I like the "V" symbol. But the whole makes no sense to me as a "consumer durables" retail identity. It seems much more of an entertainment company than an electronics store. I'm reminded of marks for film studios like Carolco or Vestron.

The plagiarism filled videos are cute, but they make about as much sense related to an electronics retailer, as most Bollywood musical numbers are relevant to plot. Again, maybe it's a cultural divide that makes the disconnect. But, then again, they seem to understand the universal appeal of Pixar's work.

On Aug.20.2009 at 08:37 PM

mertz’s comment is:

we had one of the student's at my arts highschool taken to court by disney because she had redrawn aka copied a picture of daffy duck i think for a school calander...that wasn't sold for profit...but we give them to people in the school for free, students in other departments and all the artists, as well as alumni, visitors, etc...somehow some student's relative had a copy of this calender in california and happened to show it to a very prominent disney artist who told the company because he was/felt obligated to, and disney quickly started using riaa tacticts.

i agree about the text change with this new logo. they could use another sans serif font that would suit the blob symbol more...and they didn't need to make it liner/horizontal at all.

interesting how sha ru khan is mentioned here considering why he's been in the international news recently.

On Aug.20.2009 at 09:37 PM

pu’s comment is:

I hate it. what is with the type. it's hideous.

On Aug.21.2009 at 12:19 AM

Stevie Steve’s comment is:

the mark is nice and memorable but after watching the videos I still don't get how it evolved. 2 blobs forming a V to solve your problems??

although an organic mark is nice and all, I fail to see how it all relates to anything to do with televisions, washing machines, refrigerators and the like.

am I missing something or can someone fill me in.

On Aug.21.2009 at 01:43 AM

Thomas Breure’s comment is:

I'm impressed by this restyle, no more words needed.. well done to the designers quite

On Aug.21.2009 at 04:05 AM

Alessandro M.’s comment is:

I liked this new logo after watching the videos: without the videos it's just another blob-like gradient-filled logo. But the animation really give it some (literally) character!
It's nice to see how branding is going more and more towards the use of multiple media.

On Aug.21.2009 at 06:51 AM

Joseph Maguire’s comment is:

reminds me vaguely of sony walkman's mark. Not that bad, not that good... I think the typeface for Videocon and the name itself is just awkward. Overall not bad on the update, just not really feeling it though.

On Aug.21.2009 at 07:33 AM

fred’s comment is:

its similar to the sony ericsson logo.

On Aug.21.2009 at 08:11 AM

ryan K’s comment is:

so apparently the small one has all the brains, lol.

I think it's nice. Love the shape of the V and the color, although a little tired from all the other brands using green, is very nice. I even like the gradient (I'm shocked).

On Aug.21.2009 at 12:58 PM

richard’s comment is:

"Offering televisions (conventional, flat and LCD), washing machines, air-conditioners, refrigerators, audio products, home theatre systems and microwave ovens"

& all that = Videocon ?

whats the point in a new logo & adverts, when the brand name sounds so dated, or even a fake one made up for some 80's film?
it even sounds cheap, like the sort of own-brand name stuck on by cheap retailers.

On Aug.21.2009 at 01:16 PM

peterb’s comment is:

Though the old logo was like a bad hood ornament, I'm not crazy about green goo paired with 70s Close Encounters type.

On Aug.21.2009 at 03:10 PM

Adel Anwar’s comment is:

I really admire companies that invest so much into developing their branding, but it falls flat on the face if the products are same. Just a visual refresh does nothing but heighten consumer expectations momentarily before they come to terms with the reality.

Not sure, if I buy their "Chouw and Mouw" story either. And as Nick pointed out, the Pixar familiarity is laughable.

On Aug.22.2009 at 12:46 PM

MJ Stapleford’s comment is:

I think the new logo works really well. The old logo looked too dated and it was the right move to go for something more contemporary as they were looking to reach out to a bigger market. I like the 'Change is Refreshing' idea but perhaps the animations are a little too cute. The animation is great but not so sure that it is right for the Identity as the logo does not really have this cute appearance to me. I do also see the similarities with popular animation movies. I don't think there is a problem with the logo but I think the animations might not really be right for the initial style of the original new logo design.

On Aug.23.2009 at 05:40 AM

LisaS’s comment is:

The icon is clean and functional, but it does have too many similarities with 1990s software application/tech logos for this not to imply 'software/tech'. The typography is just a horrible mistake. They might have benefited from integrating 'Videocon' into the 'V', if the brand name carries a lot of weight in terms of reputation and manufacturing heritage.

The videos are saccherine and cloying, and the entire concept feels overdeveloped. If only they'd spent that amount of time and money on the logo itself before all this with the characters. It reminds me of contemporary Olympics brands and their cursory attempt to short-cut all that annoying, complicated and time consuming stuff like conditioning, persistence, and organic growth to achieve brand value and relevance. Instead it's just sort of attempting to barge straight into the 'well-loved' arena without actually being invited in by the consumers.

I'm not sure which of their segments they're addressing with this -- the female half of young couples with toddlers in the home, presumably, but not many others. It won't appeal to the Early Adopters or Tech Savvys who must be an important target market for their LCD televisions. I would not be surprised if lurking somewhere in the back of the brand management plan is a "360" filthy lucre scheme to exploit these characters for a children's television series.
Cynical, perhaps!

On Aug.23.2009 at 10:09 AM

Nate’s comment is:

I heard from my man Tyrone that Videocon earned the teardrop in the "V" after shanking a dude in the joint. Oh yeah, the "con" is short for "convict."

F'real man, I wouldn't shit you.

On Aug.23.2009 at 01:48 PM

Michael’s comment is:

Videocon: Experience Chonge

On Aug.24.2009 at 03:48 PM

Shauna’s comment is:

I don't like it at all. The Chow Mao thing looks gimicky and stupid. It looks like videocon makes something like toys for young kids not electronics that people of any age would use, aside from the last example all the videos seem pretty directly targeted to kids.
The text isn't too bad but the bright green is pretty hideous.

However it is better than their old logo that looked like it belonged on a car.

On Aug.25.2009 at 10:47 PM

Emma’s comment is:

Great stuff! The new logo looks good and the ads are top class.

On Aug.26.2009 at 06:06 AM

David Sanchez’s comment is:

Speechless. Ignoring all the motion graphics which are obvious ripoffs. I can only see an Opened Wide v-shaped Mouth with an over-sided uvula. Very expressive.

On Sep.01.2009 at 02:00 PM

Ian’s comment is:

I suppose the form of the mark has merit but I am failing to see any conceptual integrity. Could not agree more that the tagline is set in a way more complementary typeface. Honestly I think this mark would be stronger without trying to leverage these bizarre characters, just let it say "fluid/forward thinking"....don't these guys make consumer electronics....so they are making cartoons..huh. The video with the bollywood star was shot in porn quality.

On Sep.01.2009 at 10:02 PM

Mark’s comment is:

a definite improvement from the Soviet-tech design from (what?), 1962?

On Sep.24.2009 at 12:40 AM

Shabbir Hussain’s comment is:

Great Logo. But will it get them the market share that is dominated by Samsung and LG? Really tough to say. Paul Rand said it well, "A logo does not sell directly". When will Videocon understand that their products aren't top notch in the Indian market.

On Dec.06.2009 at 08:25 AM