Mahindra Group, the $15.9 billion worth parent company of Indian automobile giant Mahindra and Mahindra (M&M) Limited, has unveiled its new global identity in form of a refreshed logo on January 18, 2013. The new development is in line with the company's objective of becoming 'One of the top 50 most admired global brands within a decade.' At present, Mahindra Group has a worldwide presence, with automobile related operations in over 100 countries.
Mahindra new logo sports a hand drawn word mark, which marks the company's renowned heritage, present modernity and dynamism. The logo looks sharp, contemporary, and represents the company's both current and future business operations. The emblem features a unique 'Ridge', which is inspired by Mount Everest's summit, and symbolises Mahindra's pathway towards achieving its potential and aspirations. The different colour combinations distinguish between various business divisions of the Mahindra Group.
Expressing his views over the company's adoption of new global visual image, Anand Mahindra, Chairman, Mahindra Group, was quoted as saying, “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.”
He further added, “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.”
Reportedly, Mahindra's new visual identity has been designed after doing an extensive research and evaluating thorough feedback. The new logo reflects the company's core ethos and work philosophy, besides highlighting its universal appeal across business and consumer segments in both India and abroad. Further, S. P. Shukla, President, Group Strategy and Chief Brand Officer, Mahindra Group, said that refreshed logo underlines company's evolving style, progressive management ethics and global image.
Commenting on the new logo, Shukla, also member of Mahindra Group's Executive Board, added, “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.”
