Brand Mumbai encompasses city spirit

Inspired by cities such as New York and Melbourne, BMC has undertaken a branding exercise for Mumbai. It has come up with the official theme, 'Majhi Mumbai' (My Mumbai), and a logo to go with it.

"Mumbai is a combination of Mumba Devi, a popular local goddess, and aai, which is the Marathi word for mother. 'Majhi Mumbai' denotes the feeling of motherhood that the city has towards those who live here," said Bhupal Ramnathkar, founder and president of Umbrella Design, the firm that was appointed for the branding exercise.

The logo, which is a combination of black, orange and blue, has an enclosed oval motif denoting a mother's arm carrying a child. "The city has always nurtured everyone with motherly love," said Rahul Shewale, standing committee chairman and Shiv Sena corporator.

This logo, along with the current one, will be used in every official and unofficial work of BMC. The new logo will be used at various places, ranging from letterheads, communication, installations such as flags, pillars, signboards, dustbins, awareness campaigns and major tourist spots.

The logo also encloses orange leaves that denote unity, friendship, happiness, beauty and progress, said Ramnathkar. They have also used blue, which symbolizes the vastness and depth of the sky and sea, a characteristic that the city has, he added.

"The colours represent passion and zeal of this city. Blue symbolises the plethora of opportunities that Mumbai offers. It also conveys the richness of relationships and togetherness. Orange also signifies the rising sun and the victory over odds," says a presentation of the BMC.

"The design personifies Mumbai's culture, heritage, ideology, industrial strength and achievements in business," said Shewale.

Interestingly, each of the 24 wards spread will get a fresh identity by way of separate colour codes. "This colour will be the highlight of that ward. With the extensive use of a specific colour, people will be able to identify each ward. This also gives a feeling of oneness and at the same time, imparts individual identity to a ward and its people," said Shewale.

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