New Corporate Brand Identity Of Zee TV – Vasudhaiva Kutumbakam
Leading media & entertainment conglomerate, Zee Entertainment Enterprises Ltd. (ZEE), reinstating its strong presence across the world, today unveiled its new Corporate Brand identity and positioning. “Vasudhaiva Kutumbakam”, inspired by the core message – “The World is my Family”, is the all new positioning, which has been creatively integrated and crafted with the brand logo.
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Vasudhaiva Kutumbakam is the ancient Indian dictum on shared humanity, promoting a world where there is unity, harmony, and respect for every individual irrespective of caste and creed. The concept originated in the MahaUpanishad in a shloka and it means – “Only small men discriminate saying: One is a relative; the other is a stranger. For those who live magnanimously the entire world constitutes but a family.”
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The identity is a balanced blend of the traditional and the modern. Reflecting the media conglomerate’s Indian heritage and ethos, the words Vasudhaiva Kutumbakam written in English, are capped off with a line over them (like in the Devnagri script). The “Dands” (∫∫∫∫) on either side of the word Vasudhaiva Kutumbakam, amplify the authentic Vedic origin of the ideology and signify the essence of “Completeness”. The “Bindu”, signifies the ‘mark of welcoming someone in your home’.
The positioning and identity have also been extended to cover the Group’s news and digital business verticals under one umbrella brand, called Zee Media. This all new visual identity will be taken across all communication touch-points in India and across the world.