Uti Hires Rediffusion To Redesign Logo

Unit Trust of India (UTI) is planning to change its logo to make it look modern and contemporary. The new logo, being developed by Rediffusion DY&R, will be launched soon. Linopinion, the public relations arm of Lowe Lintas Advertising, will oversee the launch. The agency is reportedly conducting a market research to gauge public reaction to the change.

"The objective is to put up a new face of UTI. Traditionally, the organisation is perceived to be a government-run body which triggers a different expectation level from investors. Now it will look modern and contemporary. The lettering as well as the design of the kalash -- a sign of prosperity -- will change," said a source.

Rediffusion will also undertake a campaign for the logo. Adrian Mendonza, creative director, confirmed that they have won the contract but refused to divulge any details to maintain client confidentiality.

Ameer Ismail, president, Linopinion, said: "Yes, we are representing UTI. This is all I can say as discussions are still on."

In consonance with its change in image, the trust has also sent out circulars to its senior officials laying down guidelines to their interaction with customers.

The communication has to be as investor-friendly as possible and all details of changes taking place or due to take place should be clearly specified without ambiguity. According to the circular, any communication should directly address the investor and not have phrases indicating orders being carried out.

The trust is going all out to ensure that a more sympathetic relationship is established between UTI officials and investors, who should not feel victimised under any circumstances.