Viveks gets a makeover, changes logo colour to red

The enterprise set up by the Setty brothers in the city has grown in size and strength with the orange shade becoming synonymous with it. Now, the colour ‘red’ has become the new orange. 

Viveks has silently changed its logo colour to red with advertising agency RK Swamy engaged for the makeover of sorts. 

BK Vinay Setty, VP, Viveks, says it is to infuse “freshness” into the age-old brand. While CMD Kodandarama Setty and his team are upbeat about this new shade, expert Harish Bijoor offers a different take stating that choice of the colour should be done with caution especially in a place like Chennai. 

“Colour has a vital role in creating the brand connect. Old brands such as Viveks, which has been using a particular colour (like a Pothy’s or Nalli) are always associated with a colour. When changes are made, one needs to consider the association with that colour gets disconnected with the original one. 

Half of the time, brands in these categories, the connect is seamlessly transferred over the generations. Everybody understands the colour and then it becomes the identity tag,” says the wellknown brand management consultant. It is a comprehensive package – be it the brand name, the colour, the way the name Viveks is written, or the tag line. 

“Everything goes together. One must be careful while making changes. Having said that, red and white are dominant colours, which go together and stand out with great appeal. In a state like TN, one the use of the colour red is perceived as a political colour,” Bijoor says, hinting that the use of colours and symbols take away the sheen of the red colour. 

It is good to “swim away from colours which have political overtones of any kind,” he says, noting that it was not a colour that appealed to him personally, especially in the context of TN. 

Given that Viveks is here, all other aspects go into the background. But Vinay believes the change will infuse freshness and depict the vibrancy of the brand. Also, typically, when any big sale announcements are made, the use of red colour is popular, especially in fashion. 

The retailer has already stepped up its expansion plans. From the current 40 stores, Viveks is looking to add two stores every month to achieve the target of taking the store count well past the 50 mark, Vinay added.