The Mahindra logo has now been redesigned as a hand-drawn word mark that takes cues from the Group’s heritage and also infuses a dynamic flavour. Visually, it appears to be more modern and sleek, and is meant to reflect the changes in the Group’s businesses in line with the future. The colour has also been changed to a new ‘energetic red’ shade, a deeper version of the signature Mahindra red.
The visual identity is completed by a new graphic element – a ‘Ridge’ – that will be made uniform across all print and communication material for the Group. The ‘Ridge’ is inspired by ridges leading to the Mount Everest summit and will serve the purpose of uniting and easily identifying all communication, apart from representing the ‘Rise’ tagline as well as the Group’s enabler role. The new visual identity will be used in differing color combinations for different Group businesses to maintain a family look yet a distinct identity. An all-red pattern will be used for corporate and mobility businesses, red-grey for B2B businesses, and other different combinations for B2C businesses. The Mahindra Group wants the new visual identity to reflect a dynamic, evolving Mahindra that aims to become one of the top 50 most admired global brands within 10 years.