The BJP-led government in West Bengal has commenced the process of removing the “Biswa Bangla” logo, which was established during former Chief Minister Mamata Banerjee’s administration. This emblem served as the visual identity for over a decade and is now being substituted with India’s national emblem, the Ashoka Stambh, across various official platforms and public infrastructure in the state.

One of the most notable changes is observed at Salt Lake Stadium, where the “Biswa Bangla” signage has been taken down and replaced with the Ashoka Stambh. Such modifications are part of a broader rebranding effort by the current administration aimed at solidifying its own identity in the state’s public image.

This rebranding initiative is not limited to physical structures; it has also been applied to digital platforms. The “Egiye Bangla” portal, which provides access to numerous government departments and services, now prominently features the Ashoka Stambh, marking a significant shift from the prior logo.

Changes to Digital Platforms and Themes

Alongside the logo change, the visual organisation of the Egiye Bangla portal has undergone significant alterations. The previous blue and white colour scheme has been replaced with saffron accents, reflecting the BJP’s thematic preferences since taking office.

The updated portal presents a white background adorned with the Ashoka emblem, accompanied by an image of Chief Minister Suvendu Adhikari. Furthermore, icons related to various online services, including those pertaining to e-governance, tourism, and agriculture, have been redesigned to incorporate saffron-themed graphics, complementing the new visual identity.

The Biswa Bangla brand was officially launched on September 16, 2013, aiming to encapsulate the cultural identity, tourism, and traditional crafts of West Bengal. The logo was designed around the Bengali letter “B” and was adopted as the primary branding symbol across numerous government initiatives during the Trinamool Congress regime.

Political Context and Controversies

The decision to replace the Biswa Bangla logo has stirred up political debate, with BJP leaders asserting that a logo created by an individual should not act as the fundamental identity for a state government. They argue that the Ashoka emblem is the most dignified and appropriate symbol for governmental representation.

Having been associated with the Trinamool Congress government for nearly 13 years, the Biswa Bangla emblem effectively became synonymous with the administration’s identity and outreach efforts. However, the logo has progressively disappeared from official platforms since the BJP government assumed power, marking a notable transformation in the political and administrative branding of the state.

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