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The Tale of ThisDay’s New Identity

Updated: Dec 1, 2022

Our one-of-a-kind cultural platform enables anyone- who has a knack for storytelling through various media formats and in different vernacular languages- to become a creator and narrate a tale. Where at one end, our designers are illustrating the Kakori Conspiracy, our story writer is conveying the account of the Battle of Plassey, and, on the other end, our audio storyteller is trying to add the right element of narration through their voice.

Initially, our storytelling style focused on what our product is named- ThisDay. Any event that occurred on a particular day was the topic of our story. However, after a period, we decided it was time to spruce things and expand our horizons into different styles and originality of storytelling. With that came the idea to revamp and rebrand the identity of ThisDay.


Need to convey the stories to a wide audience, need to find a messenger who would do the job with fun. No need to worry, when The kabootar is ready, picking up stories from different corners of the country and delivering them to the perfect audience.

As the imagination went from “this day” to “this event”, the logo, too, went from being a timeless and classic text to adding a significant tool of communication in history – the pigeon. Initially, we had the serif font to give an ode to the print media. During the age of the printing press, serif was the primary element of printing books. Each letter was carefully placed one by one to provide a perfect experience to the reader. Similarly, with each story told meticulously, we are trying to build our platform with such tenderness and care.

Our pigeon is named "Kabootar" (taking inspiration from Gone Girl's The Bar reference where they call their bar- The Bar just for the sake of it). The logo is simple yet dynamic. The stance of the pigeon portrays the readiness to fly and convey the stories of history to the masses. Like a child bringing its parents to the workings of the new generation, our Kabootar is ready to bring the old concept and mix it up with our new identity. A steadfast and perfect combination of upward and onward.

Color Palette

Telling stories to an audience offers a sense of comfort, a place where people understand and resonate with what you are trying to convey. It becomes even more inclusive with the addition of warm hues of colours that would create the perfect atmosphere to read and write.

We decided on a warm colour palette for our logo since it indicated warmness and inclusivity while increasing the appetite of our readers to consume more and more cultural stories.

There is quite an intriguing analogy behind choosing red for our pigeon. Usually, when we want to mark a date on a calendar, we use a red marker for prominent highlighting. Basing our context on the same idea, we wanted to highlight the significant events of Indian history and make it visible to people who never in their entire life would have thought of consuming cultural and historical content. The subtle blue tone portrays our authentic content that has been checked and proofread to ensure optimal quality.


For any story to develop a sense of relatability with its audience, the font should be clean and simple. With the clear strokes of the Montserrat font, it evoked the perfect feeling of inclusiveness and crispness.

We have used Montserrat as our typography due to its simplicity with a compelling look. This typeface is easy for scaling and offers higher legibility, making it efficient for our readers. Interestingly enough, the Montserrat font has a little historical significance as well. Created by Julieta Ulanovsky in 2011, she took the inspiration to create this style from the posters and signs that were painted around the historical town of Bueno Aires. This sans-serif typeface became the typeface for the common masses as it resonated with the historical significance of being a people's font. Hence, it only seemed the perfect match to use Montserrat as the typography for our cultural platform.

While the story of rebranding and the inception of ThisDay as a cultural platform comes to an end, the book continues and the journey becomes even more interesting. With different climaxes and intense moments balanced out with fun anecdotes and culturally intriguing history, we are here to make culture a habit and a fun one.

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