Brand identity for India’s automotive giant

Mahindra and Mahindra had the challenge of growing beyond being seen as a tractor and heavy vehicle company to a dynamic and trust-worthy automotive establishment. A new Identity needed to be developed keeping the vision of this automotive giant.

A thorough audit with stakeholders and a review of the competition was undertaken. A clear strategy and architecture was developed that was aligned to the vision of the company. Based on brand attributes of Dynamism, Innovation and Futuristic a new logo featuring an M in the shape of the road ahead was created. The identity was applied consistently across all brand touch points.

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