Mahindra

Mahindra has just revealed a new logo that will be used specifically by its Sport Utility Vehicle (SUV) range. This new logo will also bring with it a new look for the dealerships and service centres across India.

New Mahindra SUV logo: details

The new ‘Twin Peaks’ logo as Mahindra calls it, is an upper case ‘M’ with quite a modern and distinct design. This logo is also the first design Pratap Bose - Executive Vice President and Chief Design Officer, M&M, has made for the carmaker since his appointment.

Giving more context on the new logo’s design, Pratap Bose has stated, “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.”

This new Twin Peaks logo had first made its appearance on the XUV700 SUV. It is worth noting that while the SUV portfolio has adopt the new logo, the current ‘Road Ahead’ logo will continue to be used for the commercial vehicle products and farm equipment sector.

New Mahindra SUV logo: effect on dealerships

Seeing as the new logo aims to bring in a new visual identity to the brand, Mahindra has also been revamping its dealerships and service centres across the country to give them a new identity too. The dealerships have got a new design as well as a new colour pallet with charcoal being the new primary colour, while red and grey has been used as the accent colours.