Biba’s novel identity for new-age women

India’s ethnic apparel brand Biba has got a new identity by revamping its logo. The design of the new logo is inspired by a peacock feather – an intrinsically Indian motif. The typography for the refreshed identity is clean and bold, although with soft edges and contouring, it highlights the essentially feminine character of the brand. Together, the symbol and the typography are expressed in a bright, vivid red colour to place the associations with fashion, celebration and womanhood.

On this new development, Siddharath Bindra, MD, Biba, says, “As they say change is the only constant thing. Similarly, with the changing times, BIBA has also evolved and matured as an ethnic fashion brand for the new-age woman. It is this journey and evolution that made us decide to redo the brand identity in order to make it younger, more fashionable and yet Indian in nature.”

Siddharath Bindra, MD, Biba, at the launch of the new logo

Anjan Roy, Director, Elephant Delhi, the branding firm that has worked closely with the key stakeholders at Biba to develop the new identity, says, “It was a perfect blend of just the right amount of fashion quotient – without being over dramatic and over expressive.” 

The refreshed identity will be expressed across all brand touch points across retail, online stores, merchandise, communication and the corporate and media apertures from this season onwards, said the company.