Mahindra & Mahindra on Monday unveiled its new visual identity including a brand-new logo for its SUV portfolio.
The homegrown carmaker said the logo 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 ‘Road Ahead’ logo will be retained for the Commercial Vehicle products and the Farm Equipment Sector.
The new visual identity heralds the strategic shift across Mahindra’s SUV portfolio, where we are putting the building blocks in place for a new world with a range of authentic SUVs, the release read.
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.
The new Mahindra SUV logo, to be seen first on @MahindraXUV700, is more than just a mark. It is the new us. Watch t… https://t.co/VgnKlFLPrm
— Mahindra Automotive (@Mahindra_Auto) 1628487897000
Marrying subtle sections and hard forms in the new visual identity, twoextremes have come together showing how toughest substances like rocks are smoothened and shaped by softer forces of nature like wind and water.
Mahindra is set to unveil its XUV700 on Independence Day, which will take on the likes of Tata Safari and Hyundai Alcazar.
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.”
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.”