Mahindra kick starts 2013 with new visual identity

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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.

Mahindra New Logo

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.

Mahindra Ridge

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.

Mahindra Ridge Colour Combinations

 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."

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