Mahindra recently revealed its new logo for its range of Sports Utility Vehicle (SUV) range. The new 'Twin Peaks' logo, as Mahindra refers to it, is an upper case 'M' with a distinct and modern style. This is also Pratap Bose's debut design for M&M as Executive Vice President and Chief Design Officer.
When asked about the idea behind the new logo design Pratap Bose replied that “The idea behind the 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.”
It still looks like the letter 'M.' This logo might be used to represent the company's commercial vehicle and agricultural equipment businesses. It is generally known that the carmaker has great plans for the future, with Rs. 3000 crores earmarked for the farm equipment industry and Rs. 1,500 crores earmarked for other businesses by FY24.
This new design will serve as an entirely new brand identification for commercial battery-powered cars, while also mimicking Mahindra SUVs' new 'M' logo. Not only that, but Mahindra has also copyrighted a new logo for its forthcoming electric vehicle lineup. In comparison to the previous logo, this new one is simpler and represents the letters 'ME,' which should stand for 'Mahindra Electric.'
Because the new logo intends to offer the company a new visual identity, Mahindra will also overhaul its dealerships and service centres across the nation to give them a new identity. The dealerships will receive a new design as well as a new colour palette, with charcoal serving as the dominant colour and red and grey serving as accent colours.
This bold Step taken by Mahindra's design team as a whole is a good step to define its exclusive SUV and electric vehicle line however whether the logo can actually become legendary or not is something that only time will tell.
