Landor creates a new visual identity and brand architecture for the Mahindra Group

MUMBAI (21 January 2013) – Landor, a global brand consulting and design firm, created the new visual identity and brand architecture for the Mahindra Group. The new identity portrays the company in a contemporary, progressive, and dynamic manner, and will help to build a consistent image of the company across industries. The design is in line with Mahindra Group’s aspiration to become one of the top 50 most admired global brands by 2021.


Landor’s new visual identity for Mahindra, conducted with the Group’s internal design team, was based on extensive research and feedback. Findings confirmed that the previous mark was strongly associated with the automotive category and not appropriate as the corporate identity for a group that now represents a broad range of sectors and industries. The new identity sports a hand-drawn wordmark in deep bright red, representing the continuity and change central to the Group’s growth strategy.

Additionally, a unique graphic element has been added to the design to provide a uniform look to all communications across the Group. A sturdy, upward shape in sync with Mahindra’s “Rise” philosophy takes its inspiration from the ridges of Mount Everest and is symbolic of the Group’s desire to reach the very top.

“Mahindra has evolved tremendously since 2000 when the corporate identity was last refreshed. The company has progressed simultaneously across many different dimensions and is now a large, dynamic, and culturally diverse organization with a presence in over 100 countries. The new visual identity and brand architecture reflect the Mahindra Group’s global aspirations,” said Lulu Raghavan, managing director of Landor Mumbai.

CNBC Storyboard: Inside the Mahindra rebranding

SP Shukla, president and group strategy and chief brand officer of Mahindra Group, and member of the group executive board said, “The new wordmark and other elements of our refreshed visual identity have been adopted after extensive research and feedback. We wanted a wordmark that would reflect the evolving nature of our organization, our global outlook, and progressive management style. In short, it should reflect the core of Mahindra. We also had to ensure that it would have universal appeal across consumer and business segments in urban and rural areas, as well as overseas.”

The new identity will be reflected across the Group’s businesses globally.

For more information, contact:

Lulu Raghavan
+91 22 4036 6186

About Landor

As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and digital and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Barclays, Bayer, BMW, BP, Diageo, FedEx, GE, Intuit, Kraft Foods, Procter & Gamble, Samsung, Singapore Airlines, and Taj Group.

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