A new design head, a new SUV, and now for Anand Mahindram, a new profile pic. Mahindra’s brand rejuvenation has come full circle with a new logo for the company’s SUVs, which will debut on the upcoming XUV700.
Following the hiring of former Tata Motors design head Pratap Bose, who has been tasked with leading Mahindra’s newly formed global design organisation, the company has changed its logo after a period of nearly 20 years. The iconic Mahindra logo seen on all its SUVs till now debuted on the Scorpio when it released in 2002.
Veejay Nakra, CEO of Mahindra’s Automotive Division said, “It’s not only a new logo but a representation of the rejuvenated spirit at Mahindra. What better platform than the new XUV700 to showcase it to the world. The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates, and across virtual and physical touch-points where our customers interact with us.”
Mahindra calls the new logo “Twin Peaks”. As Pratap Bose’s first design since coming to Mahindra, he said of it, “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.”
The final logo revealed was different from one that was earlier reported on.
The XUV700 is expected to have its global debut later this week.