Mahindra & Mahindra on August 9 unveiled its new visual identity, including a brand-new logo that will differentiate its SUV portfolio.
The new visual identity is in tune with the company’s focus to be makers of sophisticated and authentic SUVs, said a press release. It will be communicated through a digital and television campaign.
Acclaimed actor Naseeruddin Shah and celebrated music composers Ehsaan-Loy have breathed life into this campaign, by lending their powerful voice and soul-stirring music to the brand film, said the release.
The complete brand identity was designed by the Mahindra Design Team and embodies the willingness to change to suit a new world order, it added.
Mr Rajesh Jejurikar, Executive Director, Auto & Farm Sector, M&M Ltd., said, “An important facet of leading change is articulating the transformation of our brand. Our new visual identity is a manifestation of what we stand for as we build a truly differentiated and authentic SUV brand for personal exploration and adventure. This new visual identity is designed to evoke the powerful emotion of freedom.”
Inspired by the brand statement ‘Explore the Impossible’, the new logo reflects the ambition and the ability to take new challenges, head on. The new visual identity will be seen throughout the SUV product portfolio, across 1300 customer and service touch-points and 823 cities by 2022. The ‘Road Ahead’ logo will be retained for the Commercial Vehicle products and the Farm Equipment Sector.
Highlighting the roadmap for the visual identity implementation, Mr Veejay Nakra, CEO, Automotive Division, M&M Ltd, said: “It’s not only a new logo but a representation of the rejuvenated spirit at Mahindra. What better platform than the new XUV700 to showcase it to the world. The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates and across virtual and physical touch-points where our customers interact with us.”
Mr Pratap Bose, EVP and Chief Design Officer, M&M Ltd, said, “The idea behind visual identity change is to express that liberating feeling, that you can go where you want, when you want – in complete style, control and security, taking your world with you. It brings a fresh dynamism as an exciting new era unfolds. The 2M’s within the logo symbolize an expansive and exciting future which is based on a solid heritage.”