Pr
itish Nandy Communications Ltd (PNC) has unveiled their new brand identity which includes a sparkling new logo, a new symbol, new typography and an animated 18 second 3D film with a toolkit for multiple adaptations. The 3D animated short is created by Invisible Rabbit, a boutique animation studio from Mumbai, which is known for its popular and award-winning films in varied mediums from 3D, stop motion, 2D to mix media.
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The new logo and symbol were conceptualized, designed and executed organically at the PNC Design Studio.
“We are a young and creative content company. We began with news, moved on t
o television and finally settled into the business of making movies. The new logo embodies this restless spirit of change. It encompasses our past and will, we hope, lead us into our future. Through font, color, and striking symbology we are moving into the brave, new era of today’s cinema. We have always experimented with new ideas, tried to discover new themes, explore spaces we have never been to. The new logo represents that incessant quest which drives and inspires us all in PNC. These are exciting times for the Indian motion picture industry and we want to seize all the opportunities that are opening up, and drive the technological innovations that are happening. Shaadi Ke Side/Effects is part of our changing content profile.”PritishNandy, Chairman PNC, says in an announcement
Speaking exclusively to AnimationXpress.com about this project, Nupur Bhargava & Hitesh
Kewalya, Founders of Invisible Rabbit, share, “This is Pritish Nandy Communication’ 20th year in the industry and Shaadi Ke Side effects is their 25th Film. To make this year even more special they wanted to re-brand their identity. They designed their new logo in house and wanted us to do the animation.”
The brief given by PNC to Invisible Rabbit was that they wanted to create something dynamic and fresh and celebrate the 4 cornerstones of PNC’s ideology, which are Courage, Imagination, Passion and Excellence.
The colors of the new brand identity however remain unchanged. PNC’s original house colors, red, black and white have been retained for continuity and immediate recall. The new symbol, the Nandi bull denotes these very qualities, even as it asserts the impassioned energy that drives one of the most successful creative ventures in the Indian motion picture space.
When asked about the research done for this project, Nupur says “Over the course of 4-5 months during pitching we got to know a lot about the brand and its ideology. That helped us to understand their aesthetics and the mood we need to create in the film.
“We wanted the film to have a grunge mixed with class. Since it was for theatre release it needed to be cinematic, grand and full of detail. The film was mainly black and white so adding textures and depth was very important. The textures were made organically and we mixed a lot of hand drawn textures with 3D surfaces. Like one dominant texture was made using Talcum powder on black granite floor!” Adds further
The studio took 26 days to complete the short and have used Autodesk Maya, Adobe Photoshop, Adobe Flash and After effects.
The credits for this short go to Pritish Nandy Communication Pvt. Ltd, Creative team: PritishNandy ,Rangita Pritish Nandy &Ishita Pritish Nandy, Production house: Invisible Rabbit, Animation Studio, Direction: Nupur Bhargava & Hitesh Kewalya, Sound design: Chester Misquitta, Design & art: Nupur Bhargava,Storyboard: Priyankar Gupta, Nupur Bhargava,CG Supervisor: PrashantShahane,Modeling: AmolSurenge,Texturing & Lighting: Prashant Shahane,Rigging: Rita Gada, Animation: Hitesh Borat, Mahesh Mathe, VFX :Manasranjan Das, Rajeev Khanna VFX prop Modeling: AdityaJoshi,Rendering: PrashantShahane,Compositing: Prashant Shahane, Nupur Bhargava, PNC Logo Design: Pritish Nandy Design Studio
Informing more on the challenges, Hitesh, shares, “We consider 26 days as a very tight deadline. The film was about drama, pace and story, all within 18 sec of duration. We worked very meticulously on the edit of our film, framing and lensing.”
The new PNC brand identity will be seen across all media and with all 3000 prints of ShaadiKe Side/Effects going out. It will be phased into PNC’s popular social media streams immediately while a digital campaign will explain the ideas integrated into it.
Invisible Rabbit recently executed two 2D commercials for Jagran Group and is in scripting stages of the next one.
Nupur concludes the conversation with us by sharing experiences of working with PNC, “The creative team at PNC is very open-minded and they trusted us completely. It’s always fun to work with a client who is as enthusiastic as you are! Since this was the first time they did an animation of this scale we kept them in the loop on everything, explained the process and got their constant feedback.”