BACKGROUND:
Bennett University, an initiative by the Times Group plans to establish a world-class institution that will become the launch-pad for youth to be ‘future ready’. The university derives its name from Bennett, Coleman & Co Ltd (BCCL), the holding company for The Times Group. Elephant was invited to create the visual identity for this prestigious project.
CHALLENGE:
With the illustrious legacy of Times Group, the visual identity of the university needed to depict the gravitas and lineage of its mother brand, yet carve a fresh image for itself that would be relevant to various stakeholders that include faculty and students.
SOLUTION:
The visual identity has three clear mandates: 1. Establish global outlook, 2. Align with progressive, yet rooted philosophy of the group, 3. Be the beacon of knowledge-seeking
The starting point for the identity was the legendary crest of the Times Group, which is synonymous with the values the group upholds and that lend themselves to the university as well.
The elephants, shield and the classical symmetry of the crest were picked up for developing a simple yet powerful and contemporary visual expression.
The colour palette chosen was evolved to suit the brand persona.
Rich shades of red from the mother brand are complimented by shades of blue creating an elegant & timeless colour palette. While Blue stands for knowledge, expanse and technology, it also brings in the global appeal. Red symbolizes passion, warmth and celebration while retaining rootedness. Together they signify nobility, gravity and yet appear youthful and vibrant.
The typeface for Bennett University has been carried forward from the iconic Times of India identity, again to be synonymous with the legacy, which is trusted, progressive and pro-growth. An association the university will proudly and actively champion.
The final identity evolved as a meaningful abstraction of a legacy brand with many more layers to it. While the original crest had its elephants in a more static posture, its new interpretation is consciously that of interaction, action and pride. The elephant heads are depicted with their trunks dramatically raised that signify looking up, seeking & celebrating.
The form of a shield, again originating from the crest acts as a containing element and is depicted with subtle rays signifying radiance and positivity. The form evokes a regal and trustworthy sensibility while the multiple shifting shields reinforce growth and prosperity.
A second layer of discovery is the negative space between the elephants that form the top of a temple symbolizing the university to be a temple of wisdom and knowledge. The entire red portion in the shield also forms an elegant decorative ‘T’ subtly hinting at the legacy of the institution.
LAUNCH:
In April 2015, the foundation stone of the university was laid by Chief Minister of the state of Uttar Pradesh along with BCCL MD Vineet Jain.
Bennett University is slated to begin operations from July 2016. To begin with, Bennett University will offer undergraduate, post-graduate and doctoral courses in engineering, management and media. It will expand to offer courses in design, law, liberal arts and applied sciences.