Mahindra & Mahindra Ltd. has unveiled its new visual identity including a brand-new logo that will differentiate its SUV portfolio.
The all-new visual identity of Mahindra is in tune with the company’s focus to be makers of sophisticated and authentic SUVs. The new identity 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.
The complete brand identity was designed by the Mahindra Design Team and embodies the willingness to change to suit a new world order.
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 (Sales) and service touchpoints and 823 cities by 2022.
The new visual identity heralds the strategic shift across Mahindra’s SUV portfolio, where the company is putting the building blocks in place for a new world with a range of authentic SUVs.
With this transition, the passenger vehicle Mahindra Automotive dealerships will move to a completely new design and color palette dominated by colors that exude boldness, agility, and collaboration. Charcoal as the primary colour with grey and red to be used as accents.
Marrying subtle sections and hard forms in the new visual identity, two extremes have come together showing how toughest substances like rocks are smoothened and shaped by softer forces of nature like wind and water. Mahindra too has evolved over seven decades in its own inimitable way and continues to build desirable vehicles that empower to explore the impossible.
The current ‘Road Ahead’ logo will be retained for the Commercial Vehicle products and the Farm Equipment Sector.