Mahindra is a large Indian industrial conglomerate that manufactures, among other things, cars, engines, generators and tractors. This month, it has introduced a new corporate identity, reportedly created with Landor Associates. The new red wordmark was designed to be edgy, modern and futuristic.
From a press release:
“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 organisation, our global outlook and progressive management style. In short, it should reflect the ‘core’ of Mahindra. We also had to ensure that it would have universal appeal across consumer and business segments in urban and rural areas, as well as overseas. We have tried to create a modern futuristic feel, while retaining the dependability, reliability and warmth associated with the Mahindra brand,” said S.P. Shukla, President – Group Strategy and Chief Brand Officer, Mahindra Group and Member of the Group Executive Board.
The Mahindra logo now sports a new, hand drawn word mark which builds on the Group’s heritage while infusing modernity and dynamism into the brand. It is a lot more contemporary, edgy and sleek and visually represents the changes the business is making to embrace and shape the future. It will also be depicted in the new ‘energetic red’ colour, a deeper shade of the signature Mahindra red which is the primary colour connected with the brand.
A unique graphic element or ‘Ridge’ completes the new visual identity and will provide a uniform look to all communication and print collateral across the Group. Inspired by Mount Everest’s ridges which lead to its summit, the Ridge is an integral element of the visual identity and symbolises the pathway to achieving one’s potential and aspirations. As a graphic device, it ensures that our communication is united and easily identifiable. Moreover, it signals Rise and Mahindra’s role as an enabler.
In addition to this, various colour combinations will be used to distinguish between the various businesses of the Group in order to create a sense of family identity for all Group companies, while ensuring that each business has an identity of its own. Corporate and mobility businesses will be all red, B2B businesses will be red-grey and B2C businesses will have different colour combinations.
The Economic Times