What’s in a name?

William Shakespeare once said, “What's in a name? that which we call a rose by any other name would smell as sweet.” Right… but not for a brand. A brand’s name is its identity, it should relate to what it represents and so should its logo. Here, we bring a case study on the brand ReelSteel. About the Brand

ReelSteel is a production house by VJ and actor Rannvijay Singh of Roadies fame. The brand name, logo and identity were conceptualized therefore, to lend to the character of the brand owner as well as its various usage requirements.


The Name

The name Reel Steel, aside from being a play on the word reel, indicative of film production, can also be shortened to RS - which are Rannvijay’s initials. Real Steel, being his favourite film gave the brand name a personal touch as well. This was ultimately also a good association for the brand, as Rannvijay is a huge superhero film buff, and his production house specializes in adventure and action based content.



The Logo

The R and S in the name were then used to create a strong, edgy icon for the brand, inspired by the casing for superhero logos like Superman, while also having a subtle similarity to the Transformers robot mask.

The Identity

The simplicity and minimalism of the logo, allowed for strong usage across various media, from print to digital. Substrates like steel were recommended for office signage, while a pop colour palette was developed as part of the brand guidelines for usage across digital, film and social media.

About the agency

SMITTEN is a graphic design studio and brand consultancy with offices in New York, Dubai, Madras and Bangalore. Their clientele includes Bacardi, Hindustan Unilever, Ashok Leyland, Taj, Panasonic, SD Corp, Mattel and Disney. They specialize in brand identity creation and have helped create logos and identities for start-ups across the globe.

SMITTEN always believed that the people are what make the organization, a facet that needs to be carried into the brand language. A brand ought to be a representation of the brand owner/s as it isn’t just meant to communicate to a company’s audience, but also to its own people.

Their process therefore always starts quite diligently with questions designed to elicit answers that help shape the identity into one that reflects its vision and culture.

These personal touches in fact, pepper most of their work in the form of initials, and visuals that are close to the business owner/s... for an identity they can truly relate to, and own.

Group Publications