Mumbai: Mahindra & Mahindra Ltd on Monday unveiled its new visual identity including a brand-new logo that will differentiate its SUV portfolio. The all-new visual identity is in tune with the company’s focus to be makers of sophisticated and authentic SUVs.
The complete brand identity was designed by the Mahindra Design Team and embodies the willingness to change to suit a new world order. The new visual identity film has been conceptualised by The Womb, keeping the core brand thought in mind – ‘Explore the Impossible’ and it will be communicated through a digital and television campaign.
The film reveals the new identity of Mahindra in multiple terrains that remain unexplored and can be accessed by a sophisticated and authentic SUV. The film carries stunning visuals which are brought to life in the voice of actor Naseeruddin Shah as he narrates Mahindra’s focus on building authentic and sophisticated SUVs delivering unexplored experiences. Further, Ehsaan and Loy have created a unique soundtrack to enhance the visuals while also showcasing the brand’s futuristic mindset.
“An important facet of leading change is articulating the transformation of our brand,” said M&M Ltd- auto & farm sector executive director, Rajesh Jejurikar. “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.”
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 ‘Road Ahead’ logo will be retained for the commercial vehicle products and the farm equipment sector.
Highlighting the roadmap for the visual identity implementation, M&M Ltd – automotive division CEO, Veejay Nakra 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.”
M&M Ltd EVP and chief design officer, Pratap Bose added, “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 two M’s within the logo symbolise an expansive and exciting future which is based on a solid heritage.”