Mahindra has revealed the fresh new visual identity which will be reflected across all its businesses globally.
Anand Mahindra, Chairman of the company, said, “The Mahindra Group has grown exponentially over the past decade, with businesses covering a wide range of industries. Hence, we felt the need to refresh our visual identity to better reflect a Mahindra that has evolved over the years and is ready to take on future challenges. Continuity and change have both been integral parts of Mahindra’s growth story. 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 and is in sync with our Group aspiration which is to become one of the top 50 most admired global brands within a decade.”
The logo depicts a hand drawn new word mark. It is lot more sleek, contemporary and edgy as compared to the old one and visually represents the changes business is making. The color chosen is ‘energetic red’. A unique graphic element or ridge, inspired by the ridges of Mount Everest which leads to its summit, is the integral part of the new visual identity. In order to distinguish between the various businesses of the group, various color combinations will be used.
S.P. Shukla, President – Group Strategy and Chief Brand Officer of the company and Member of the Group Executive Board, said, “The new word mark and other elements of our refreshed visual identity have been adopted after extensive research and feedback. We wanted a word mark which would reflect the evolving nature of our organization, our global outlook and progressive management style. We have tried to create a modern futuristic feel, while retaining the dependability, reliability and warmth associated with the Mahindra brand.”