Love the new Flipkart logo. Love it because it’s more now and because they’ve built on their initial logo. Following’s what I mean.
The initial logo – no offence meant – was very clunky and contrived (the ‘f’ forming the handles of a shopping-cart icon). (Hate this in logos: letters forming objects; difficult to read/grasp, and personal peeve.) Also, it looked like something – again, no offence meant – that the founders had done themselves when they were peddling books on the kerb and weren’t the billionaires they are now. (Flipkart originally sold only books; that’s why ‘flip’ – flipping of books – and ‘cart’.)
The new logo keeps the colours of the initial (blue and yellow), but reverses their proportions and jazzes them up (a lighter blue, a brighter yellow). It also keeps the ‘f’ (lower case), but halves it, and drops the cart. (Thank God.) It retains the speed imagery (the swoosh lines now near the ‘f’ rather than at the wheels). But here’s the best part. It comes up with a new icon. Out goes the shopping cart, in comes the shopping bag. Good thinking. The cart icon is a website legacy. The bag works for the app too. (Reason why they’ve dropped the ‘.com’ from the name.) Also shows their focus on fast, customer-pleasing delivery. (Note the smiling face in the bag: holes as the eyes; handle forming a smile; bright, yellow face.)
The text logo works too. Sentence case, instead of the earlier lower case, indicating their growth and bigness. But it isn’t all case, showing its humanistic side.
Their in-house design team worked with Umbrella Design to come up with the new logo. 10/10 to them.
Now, if they could jazz up the quality of their products too.