’tis the season of the e-tail biggies to change their apparel. (AW15, eh?) First, Flipkart announced its new look and baseline less than a week ago. Now, Quikr does the same. So, how does it mustr? Let’s see…
Like Flipkart, Quikr retains its brand colours – green and blue – but unlike Flipkart, makes them heavier, darker, or solider, if you will.Gone is the personification of the logo – the eyes in the Q, trying to make it look like a face and thus humanistic. Good thing. I’m never hot about letters within logos forming objects (unless it’s really well done). Makes it difficult to read. Which is perhaps why Quikr decided to go for a revamp: on an app, this stuff is challenging to figure out, especially for an already attention-challenged audience.
Also gone is the swirl ending with the ‘s’ above ‘i’, indicating speed. And finally the dancing letters. All these gave the earlier logo a certain lightness, chirpiness, or hell, goofiness.The new logo seems an attempt to look more solid, big, and continuing the corporate speak, or less trivial. Quikr seems to want to say, “OLX, you may have a more catchy baseline – Bech de – but don’t take us lightly.” And almost like they’re next going to announce a public rights issue from a newly formed corporation, Quikr Technologies.
Finally, the baseline. Their earlier line was: No fikar, bech quikr (No worry, sell quickly). The new line is: Aasaan hai badalna (Now easy to change). Quikr is now going to make it easy for you to change your lifestyle, your life, your future. (Why? Guess because it’s now easier to use?) Must be more like this: if OLX owns the sell-it positioning with ‘Bech de’ (Sell it), Quikr wants to go one step ahead and say, ‘Badal de’ (Sell it and change your life).
Does it work?
The new logo, while not a visual delight, serves its intended purpose, and also I guess, the client’s brief very well. Will it manage to grow the sale-of-used-goods market or get a slice off OLX, that too quicker? Now, that may not be so aasaan. For who knows, among other things, in the season of garb changes, OLX may well come up with a new brand identity and promise tomorrow.