Mahindra Group, one of the country's leading business houses with a global presence in over 100 countries, has welcomed the New Year with a fresh new visual identity which will be reflected across all its businesses globally.

The Mahindra logo now sports a new, hand drawn word mark which builds on the Group's heritage while infusing modernity and dynamism into the brand. It is a lot more contemporary, edgy and sleek and visually represents the changes the business is making to embrace and shape the future. It will also be depicted in the new 'energetic red' colour, a deeper shade of the signature Mahindra red which is the primary colour connected with the brand.

A unique graphic element or 'Ridge' completes the new visual identity and will provide a uniform look to all communication and print collateral across the Group. Inspired by Mount Everest's ridges which lead to its summit, the Ridge is an integral element of the visual identity and symbolises the pathway to achieving one's potential and aspirations. As a graphic device, it ensures that the communication is united and easily identifiable. Moreover, it signals Rise and Mahindra's role as an enabler.

In addition to this, various colour combinations will be used to distinguish between the various businesses of the Group in order to create a sense of family identity for all Group companies, while ensuring that each business has an identity of its own. Corporate and mobility businesses will be all red, 828 businesses will be red-grey and B2C businesses will have different colour combinations.