Mahindra unveils new visual identity from 2013

The Mahindra Group rolled out a new visual identity which will be reflected across all its businesses globally. The Mahindra logo now sports a new, hand drawn word mark which builds on the Group’s heritage while infusing modernity and dynamism into the brand. It is a lot more contemporary, edgy and sleek and visually represents the changes the business is making to embrace and shape the future. It will also be depicted in the new ‘energetic red’ colour, a deeper shade of the signature Mahindra red which is the primary colour connected with the brand. A unique graphic element or ‘Ridge’ completes the new visual identity and will provide a uniform look to all communication and print collateral across the Group. Inspired by Mount Everest’s ridges which lead to its summit, the Ridge is an integral element of the visual identity and symbolises the pathway to achieving one’s potential and aspirations. As a graphic device, it ensures that our communication is united and easily identifiable. Moreover, it signals Rise and Mahindra’s role as an enabler.