Brand Story Book
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Research and Strategy History Soul Mission
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Research and Strategy
History Doordarshan television channel is an autonomous public service broadcaster founded by the Government of India, which is owned by the Broadcasting Ministry of India. With the advent of cable television and private investment, the viewership of this channel is reduced to only public programs and national events. It is 1 of India’s largest broadcasting organizations in terms of studio and transmitter infrastructure. DD provides television, radio, online & mobile services throughout metropolitan and regional India, as well as overseas, through the Indian Network and Radio.
Doordarshan
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Brand History Timeline
Founded
First Program Krishi Darshan was the first program telecast on Doordarshan
Services Separated Television services were separated from radio on with new logo
1959
1967
1976
1965
1975
Daily Transmission Started regular daily transmission
Expansion Service expanded to seven other states
Doordarshan logos from old to latest
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Research and Strategy
Private Channels Private channels were launched
Loss in Ratings Viewership declined to 2.38%
1991
2002
1982
1998
2014
DD National Doordarshan took shape as a National Broadcaster
Logo Modified Satwalekar modified the logo to encompass the channels that Doordarshan launched, such as DD Sports and DD News
Relaunch Doordarshan relaunched with a new theme of pink and purple, accompanied by a new punchline, Desh Ka Apna Channel, meaning “the country’s own channel”
Doordarshan
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Brand Soul
Reflect the past, present and future of Indian culture.
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Research and Strategy
Brand Mission
Bringing India to a global audience.
Doordarshan
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Where We Were
Doordarshan
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Research and Strategy
Where We Are Going
Doordarshan
Doordarshan
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02
Logo Development Initial Sketches Rough Comps
Initial Sketches
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Logo Development
Tight Sketches
Doordarshan
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O
RD
ARS
H
AN
DO
Computer Roughs
doordarshan
Doo rDa rs han
Door Dars han
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Logo Development
Doordarshan
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Brand Standards Brandmark Typefaces Color Palette Applications
Logo Lotus is the national flower of India. It represents India. It is symbolic of purity of the body, speech, and mind as while rooted in the mud. Hence it represents both rich philosophical and cultural aspect of Indian life.
Mark
Wordmark
Minimum size – 1 inch
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Brand Strategy
Clear Space
X
X
X
X
X
X
Doordarshan
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Alternative Logo Version Reversed out Black One color versions
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Brand Strategy
Unauthorized Uses
Doordarshan
Outline
Shadow
Color Change
Change Typeface
Flip
Miscolor
Skew
Rearrange
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Typeface The brand rests on two typefaces. The headings or large text should be in Baskerville. The secondary copy matter should be in Avenir.
Aa Baskerville
Regular | Semibold | Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Baskerville is the primary typeface for this brand. It is used for headlines. Apart from this, it is used for content that needs to be emphasized.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Brand Strategy
Aa Avenir
Light | Medium | Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir is the secondary typeface for the brand. It is used for content matter.
Doordarshan
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Colors The colors of the logo are inspired from the philosophical history that India boasts of. The two colors - purple and orange represent the richness of thoughts and the enlightenment one experiences because of it.
Primary Colors
R 236 C 5% G 156 M 44% B 58 Y 88% K 0%
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R 176 G 68 B 131
C 33% M 88% Y 19% K 1%
# ec9c3a
# b04483
Hex: P 20-74 C
Hex: P 76-15C
Brand Strategy
Secondary Colors
R 16 G9 B6
C 80% M 80% Y 80% K 80%
R 169 C 20% G 163 M 20% B 161 Y 20% K 20%
# 100906
# a9a3a1
Hex: P 179-13 C
Hex: P 160-9 C
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Brand Strategy
Uniform
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Brand Strategy
TV Banner
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Business System
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Brand Strategy
Doordarshan
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