The Brihanmumbai Municipal Corporation (BMC), the civic body that is responsible for the infrastructure and administration of the city of Mumbai, has embarked on a city branding journey with a brand new logo to signify the nurturing quality of Mumbai. But, the logo seems to have been trashed by a majority of Twitter users, citing reasons as a bad representation of the city and not being inclusive of all the citizens.
Designed by Mumbai-based branding agency Umbrella design, the logo has a symbol of a mother holding her child where the child is represented by a white flower and the mother with a blue head and arms. The icon is followed up with the text ‘Majhi Mumbai’ in a cool Marathi font.
Bhupal Ramnathkar from the agency explained that the blue colours represent the sea, and are meant to symbolise the many opportunities the city has to offer, while the colour orange denotes the rising sun and represents victory against all odds. With the brief given by BMC , the mother-child bond was the most ideal way to represent the city’s security, prosperity and happiness, added Bhupal. (News source: Exchange4Media)
But, the verdict is out on Twitter with most users not particularly ecstatic about the logo. In fact, Riteish Deshmukh, actor and son of Ex-CM the late Vilasrao Deshmukh, has voiced his disappointment and suggested for new options to be voted by the citizens.
— James George (@jamesgeorge) May 15, 2013
— RITEISH DESHMUKH (@Riteishd) May 15, 2013
They just unveiled #MumbaiLogo? :O Without telling anybody? Wasn’t there any crowdsourced contest like our INR logo? Damn, sad!
— ＪＭ！ (@holy_photon) May 15, 2013
Mother holding a child? Really? It’s nothing but a weird looking apostrophe. #MumbaiLogo
— Saumya Mehta (@SaumNo) May 15, 2013
Far from being a visual identity meant to be loved by the city dwellers, the new Mumbai logo has failed to evoke a feeling of ‘belongingness’ amongst them. As many put it rightly, a contemporary approach to crowdsource for logo ideas would have been amazing, especially in the age of social media.
It is sad that the financial capital of India with a rich cultural history has not yet adopted social media for its inclusive nature but is more keen on setting up a social media laboratory to facilitate better policing and intelligence gathering.
Image source: Indian Express