Mumbai, India (October 23, 2017) – Interbrand, as part of an interdisciplinary team with members from Jio, iconmobile, and Edelweiss Design, has won gold for best work in the “Brand Identity” category at the German Design Awards 2018 for developing the corporate identity for Jio, the world’s largest mobile data network.
Being that India is a diverse country of 1.3 billion people, Jio devised a strategy to create a flexible brand that impacts every aspect of a digital lifestyle, disregarding category conventions. The new brand created a Digital Life for India, which changed the way users learn, listen, watch, educate, and more.
The brand’s colorful expression and experience captures India’s vivacious energy and potential. Jio, which in hindi means “live“, carries a new design that rings true to its Indian roots and reflects the brand’s vibrancy, diversity, and happiness.
While the new identity portrays all the positivities of India, it is also fundamentally new and game-changing, using an algorithm that makes Jio a truly personalized brand. Every customer can create their own Jio brand by picking one of India’s most common colors – the algorithm then picks four colors that complement the selection to create a customer-individual brand identity.
Within the first 83 days, Jio set a world record of 50,000,000 customers. After 170 days, another 100,000,000 customers throughout India used Jio, which brought India from 155 to number 1 in mobile data consumption.
German Design Award
The German Design Award is bestowed by the German Design Council. The prize honors excellent performances in product and communication design that are groundbreaking in the world of brand and the international design landscape at large. Winners demonstrate how design can contribute to brand value. Companies cannot apply for this prize. Instead, an independent panel of brand and design experts, as well as leaders in management, science, and academia, select products and communication design services with demonstrable design quality to take part. Only those nominated have the opportunity to measure up to the best.
This year more than 5,000 products and projects were submitted for the Design Award 2018. Across the Excellent Product Design and Excellent Communication Design fields, 45 products were awarded gold.