Mahindra & Mahindra has unveiled its all-new brand logo which will debut with the upcoming XUV700 in the Indian market. The 'Twin Peaks' logo will distinguish the SUV portfolio of the company from its other products. The home-grown automaker has also released a digital film and television campaign with legendary actor Naseeruddin Shah and celebrated music composers Ehsaan-Loy as an integral part of it. The new Mahindra logo will be seen across 1300 customer (Sales) and service touchpoints and 823 cities by 2022.
Being inspired by the brand statement ‘Explore the Impossible’, it was designed by the in-house Mahindra Design Team. The company will retain the ‘Road Ahead’ logo for its commercial vehicles and the Farm Equipment Sector. All Mahindra dealerships will move to a completely new design and color palette with Charcoal as the primary colour with grey and red to be used as accents. 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.”
As for the digital film, it carries stunning visuals which are brought to life in the voice of Naseeruddin Shah as he narrates Mahindra’s focus on building authentic and sophisticated SUVs delivering unexplored experiences. Further, Ehsaan-Loy have created a unique soundtrack to enhance the visuals while also showcasing the brand’s futuristic mindset. Speaking about the visual identity, 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.”