Brand Concept
Need of the Project
The question that was constantly raised was that Banaras is already a renowned city known to people worldwide, what is the need of its branding. The reason being there are collective views and imageries which people have of banaras. It is a place to travel but as a city its stagnant, there is no growth, enthusiasm among poeple. Even the tourist are carrying a mix image of the city because of a bad experience in the city, the only thing which bring them back is the history and authenticity of the city. The city all alone is bearning the burden and expectations of everyone. People don’t have a sense of ownership or resposibility towards city these things need to cope up otherwise the city will die with passing time. The only thing which bring them back to city is its charm which if not taken aware off will also fizz out. The idea is to make people sensitive about the city and open to change, To create the feeling of benlongingness abmong people. Improve the branding of local and tourist sector,. To create a sense of ownership among the local which will eventually help the tourism to flourish. Make a future for the city based on the past. The brand will also play an anchor for bringing in front the untold stories and activities that happen in the city., to share the hidden treasures that banaras holds. To bring out the city in a new light with modern thoughts.
Importance of Branding
A brand is a beautiful thing. Enormously powerful. Enormously fragile. Building a brand takes vision. It takes passion and sweat. And perhaps most importantly, it takes discipline. The discipline to never waiver from your brand’s DNA and what your message to the world will be. We created these guidelines so the tenets of the brand are not just in the hearts and minds of a few, but in the hundreds of you who will touch this brand and share it with the world. It is impossible to overemphasize the importance of brand consistency. Endless studies prove consistency increases awareness and helps cement an emotional connection to abrand. The more single minded the idea is , the more powerful the brand will be. Although being one of the most visited tourist destination, Varanasi doesn’t have an identity. It has been explored invariably by photographers, painters, sculptors, filmmakers etc.It has been portrayed by different people in different forms, talked about written about and spoken about, but inspite of all of that it lacks an common identity which can take the city forward in an organized form through different sectors.
Brand Concept
The essence of the brand is defined in the phrase ‘Living City’. Banaras is the living city of arts and craft..Banaras has been describes as the oldest living city of India by scholars, historians etc. It is of a great historical importance.
Banaras Is living. it has a soul of its own. You can feel the vibe when you are there. its greater than the people than the monumnets and the pomp show. There is a vibe a serenity. it embraces you , it gives you a space to sink in to rejuvenate and to feel.
The challenge is to encapsulate the heritage but be modern in thinking. Modern with the ideas, thoughts and way of living. The identity should celebrate the visual of city as well as should be accepted by the locals. The brand would work on making ti a living identity in the city and outside. People here are culturally connected. The DNA of the city lies in its heritage, culture, living, landscape, crafts. The identity focuses to capture the essence of all of this and present and image of banaras which is living yet have a glorifying past. River Ganga is an integral part of city. The whole settlement exist around it. The identity celebrates the river, the flow, the liquidity, the liveliness and vibrance of city.
Identity
3.8in
H space 0.5 in
1in
0.15in
L I V I N G
H space: 1/2 of height (1in)
C I T Y
O F
I N D I A
11.5 pts Typeface: Arno Pro
Logo Clearspace
H space 0.5 in
H space: 1/2 of height (1in)
Brand Colours
C: 0% M: 80% Y: 100% K: 0%
C: 73% M:5% Y: 34% K: 0%
Colour Application