“Far End of the Spectrum”
(Est. 2000) “Spectra, formerly Spectranet, is a Gurgaon-based internet service provider which offers fiber optic broadband services to residential, business, and enterprise customers across India. It is headquartered in Gurugram, and currently provides its services in Delhi/NCR, Mumbai, Chennai, Bengaluru, and Pune. It is licensed to provide broadband, internet, national long distance, and international long distance services pan India. It has been operating since 2000. In September 2017, Spectranet did a re-branding to be called as ‘Spectra’.” (Wikipedia)
Ochre (Dubai, UAE)
Ochre project page
The new brand signifies both behind-the-scenes systematic processes, changes, improvements, enhancements and an outward-facing and genuinely customer-centred experience. In effect, this is the start of a shift from an engineering and product mindset to a marketing and customer-led focus.
The new design needed to be functional and stylish. It also needed to embody the disruptive spirit of the company. A cut-through brand, with a custom-made, iconic typeface, which we designed in collaboration with the Rick Banks of F37 formed the basis of a system where typography takes centre stage, so that the brand could stand out and speak to customers in a recognisable, bold and singular way. Something that India has not seen before.
We subsequently defined a tone of voice that articulates the attitude, confidence and irreverence of the brand and its community – with headlines that subvert accepted language and functional copy that is unapologetically playful.
Images (opinion after)
The old logo is the kind of typography that gives me nightmares — that “n”. Shiver. Beyond personal aesthetic preferences, the old logo was simply bland, forgettable, and generic. The new logo is anything but. I will even go as far as break out a passé adjective for it: it’s cray cray. Both in a good and bad way. I love that it dares to be completely different, to be challenging, and to stand out in an extra saturated market like India. But that same determination to veer off the norm works against it in that it can border on the unreadable. Even knowing that it’s called “SPECTRA”, the “A” and “C” are a huge challenge, best evidenced in the “NO CAPS, NO TRAPS” graphic that took me a good five sips of coffee to decode. I wonder what the actual response to this is in India where you have at least two alphabets — Latin and Devanagari — in constant play in the visual environment. Maybe the cray-cray-ness of it works in its favor, maybe the complete opposite. The applications are like corporate Tron and that’s not a bad thing. I like the energy and I like the courage it took from client and designer to go all out on a slightly unhinged graphic approach. Overall, this does help position Spectra as some kind of avant garde techie company at the forefront of connectivity in that marketplace but I can’t help but wonder if this is too much of a good thing.