With an aim to differentiate its SUV portfolio, Mahindra & Mahindra (M&M) has today unveiled its new visual identity, including a brand-new logo. In tune with the company's focus, which is to be makers of sophisticated and authentic SUVs, the new identity will be communicated through a digital and television campaign, the company said in a press release.
With this transition, the company's passenger vehicle automotive dealerships will move to an entirely new design and a colour palette dominated by colours that exude boldness, agility, and collaboration. Charcoal is the primary colour, with grey and red to be used as accents.
Inspired by the brand statement 'Explore the Impossible,' the new logo reflects the ambition and the ability to take new challenges head-on. Similarly, the film reveals the company's unique identity in multiple terrains that remain unexplored and can be accessed by a sophisticated and authentic SUV. Designed by the Mahindra Design Team, the brand film carries visuals that are brought to life in the voice of Naseeruddin Shah as he narrates the company's focus on building authentic and sophisticated SUVs delivering new experiences. Furthermore, Ehsaan-Loy has created a unique soundtrack to enhance the visuals while also showcasing the brand's futuristic mindset.
The new visual identity will be seen throughout the SUV product portfolio across 1,300 customer (Sales) and service touch-points and 823 cities by 2022. In addition, the company said that the 'Road Ahead' logo will be retained for commercial vehicle products and the farm equipment sector.
Rajesh Jejurikar, Executive Director, Auto & Farm Sector, M&M, said one of the critical aspects of leading change is articulating the transformation of the company's brand. The new visual identity manifests what it stands for as it builds a differentiated and authentic SUV brand for personal exploration and adventure.
Veejay Nakra, CEO, Automotive Division, M&M, said the logo represents the rejuvenated spirit at Mahindra. The visual overhaul of the identity will be carried in a phased manner across its SUV nameplates and across virtual and physical touch-points where the customers interact with the company, he added.
Pratap Bose, EVP & Chief Design Officer, M&M, 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 symbolise an expansive and exciting future which is based on a solid heritage.'