In India, Mahindra is a name synonymous with SUVs. We all relate to the brand as a maker of butch and brawny utility vehicles. And rightly so! Keeping the KUV100 aside, won’t you agree that Mahindra indeed has a spectacular portfolio of products at the moment?
Those who follow the Indian automotive scene closely must’ve heard about Pratap Bose. This accomplished ex-Tata Motors designer took charge as EVP & Chief Design Officer at Mahindra in June 2021. But that’s not all, Bose has readied a new logo for Mahindra within a few months of his appointment.
Mahindra’s new Twin Peaks logo resembles an upper case M alphabet that exudes snazziness and modernity. It replaces the brand’s almost 2 decade logo that made its debut on the Scorpio. Commenting on the design aspect, Bose 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.”
After its first appearance on the upcoming XUV700, Mahindra’s new logo will be introduced across their entire SUV range in a phased manner. Brand showrooms are also said to be in for a complete design overhaul with charcoal, red and grey as theme colors.
With that being said, this logo will be exclusive to Mahindra’s PV segment. Commercial vehicle and farm equipment sector will continue to make use of the classic Road Ahead logo.
New Mahindra Logo
Products such as the Thar are testimony to the fact that Mahindra is serious about expanding its customer base. A refreshed brand identity is a step in the right direction which comes at the right time. As with all types of change, it is also bound to attract criticism along with praises. Some will love it, others will not – it’s as simple as that. As far as initial reactions on online platforms go, this Twin Peaks logo seems to have gone down well with the majority.