Mahindra dons new identity

MUMBAI: Mahindra Group, one of the country‘s leading business houses, has unveiled its fresh visual identity which will be reflected across all its businesses globally.

The idea of introducing a new identity came because the company felt that the evolution of the brand over the years should be reflected in its visuals.

Mahindra Group chairman Anand Mahindra 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."

Mahindra feels that 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," he added.

Mahindra Group president group strategy and chief brand officer and member of the group executive board S.P Shukla said that the new word mark and other elements of our refreshed visual identity have been adopted after extensive research and feedback.

The new word mark aims to reflect the ‘core‘ of Mahindra. The company has ensured 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," Shukla added.

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