Indian motoring giant Mahindra Group recently unveiled new company visuals featuring changes in the business’ logo and graphics, which has been reflected in their businesses globally since January 2013.
The Mahindra logo now sports a new hand drawn word mark which,
according to Mahindra, builds on the Group’s heritage while
infusing modernity and dynamism into the brand.
Mahindra
says the new logo is a lot more contemporary, edgy and sleek and
visually represents the changes the business is making to embrace
the future.
The colour of the logo was also replaced with an “energetic
red”, which was a deeper shade of Mahindra’s signature red hue.
Mahindra also added a new graphic element, a “Ridge” to complete
the new visual identity.
The element is inspired by Mount Everest’s ridges leading to its
summit, which according to Mahindra symbolises the pathway to
achieving ones potential and aspirations.
In addition to that, various colour combinations were used to
distinguish between the various businesses of the Group, eg all red
for corporate and mobility businesses, red and grey for B2B
businesses and several different colour combinations for B2C
businesses.
The new visuals were implemented across all communication
and print collateral from the group.
Mahindra Group chairman Anand Mahindra says the visual identity
change was necessary to better reflect a Mahindra that has evolved
over the years.
“Continuity and change have both been integral parts of
Mahindra’s growth story,” he says.
“Continuity has given us strength, stability and roots while our
desire for change has driven our growth and enabled us to
thrive.”
“Our new word mark clearly reflects both these attributes as is
in sync with our Group aspiration which is to become one of the top
50 most admired global brands within a decade.”
Mahindra’s Group Strategy President and Chief Brand Officer S.P.
Shukla says the new wordmark have been adopted following extensive
research and feedback.
“We wanted a word mark which would reflect the evolving nature
of our organisation, our global outlook and progressive management
style,” he says.
“In short, it should reflect the ‘core’ of Mahindra.”
“We have tried to create a modern futuristic feel, while
retaining the dependability, reliability and warmth associated with
the Mahindra brand.”