Urban Ladder strengthens brand identity to win new distribution channels


Bengaluru-based online furniture seller Urban Ladder has recreated the brand’s identity with a new logo and tagline – ‘Let’s Create’. It symbolizes the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. The brand said it wants every individual to unleash their creative side, starting with their home to make it unique and personal.

The new logo depicts the four walls of an empty room. Like a canvas, it’s brimming with possibilities. Orange is the colour of creativity and joy. The blend of bright hues capture the energy and passion that accompanies the act of creation. The logo encourages every individual to bring out the artist in them, hoping to inspire customers to create something new every time they look at the logo.


Commenting on the move, Sanjay Gupta, Chief Marketing Officer, Urban Ladder, said, “You’ll see us live this philosophy in many ways. Our new lines of products will reflect the changing sensibilities. We will launch new experiences and technologies that let every individual play designer. Also, a new look and voice that reflects our renewed purpose”.

Ashish Goel,CEO & Co-founder, Urban Ladder, added,“In the past we have feared dilution of brand Urban Ladder on other distribution channels which are not controlled and owned by us. But all the work on distinctive product design and an excellent customer experience will now ensure that the brand experience will be very consistent across different platforms. Today, it is easy for our customers to walk into a friend’s home and identify an Urban Ladder product from a distance. That is the level of coherence and consistency we want the brand to have. Our new brand identity and brand purpose will help us achieve that across many new platforms and touchpoints”.

Urban Ladder products are now available on online marketplaces Amazon and Flipkart, and the brand will open up experience centres in the next 3-6 months. The new logo and brand identity has been developed in-house by Urban Ladder’s Creative and Brand Team.

Debarati Dasgupta

Debarati Dasgupta

Debarati is a senior content writer at BoringBrands. She churns out blogs and social media content for clients, when not busy fantazising and writing about her travel adventures. Debarati has previously worked as a correspondent with Reuters News and as a copy editor with HT Mint. Find her on Twitter @DasguptaDebbie

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