The much discussed and ridiculed Majhi Mumbai logo will now be evaluated by the JJ School of Arts for its aesthetics. The BMC has asked the institute for its advice on the logo — part of a branding exercise inspired by cities such as New York and London.
The cost of designing the logo has also resulted in a major row. “The design firm has quoted an estimated cost of Rs35 lakh. It appears more than expected,” said a senior civic official. The JJ School of Arts has been asked to ascertain whether the price is proper.
The logo has been designed by the Umbrella Design firm as part of the Swach Mumbai Prabodhan Abhiyan. The firm said the amount also includes the cost of campaigning for the Abhiyan. “I have prepared the logo from the bottom of my heart, out of my love for the city. The cost is less,” said Bhupal Ramnathkar of Umbrella Design.
Actor Riteish Deshmukh on May 15 tweeted: “Just saw the#MumbaiLogo — Disappointed — Please Change It.” Netizens too expressed disappointment. “They should have let the people come up with designs for the#mumbailogo just like the indian rupee symbol.” wrote @deoxy_adi.
“The #MumbaiLogo looks as if a 5 year old has colored something random. Mother Holding a child it seems. I see No Mother and No Child,” wrote Vishaka Iyer.
“We have referred it (the logo) to the JJ School of Arts for evaluation of art work and asked for an advice since they are experts in this,” said Mohan Adtani, additional municipal commissioner. Mayor Sunil Prabhu and standing committee chairman Rahul Shewale were not available for comment.
