Future Mahindra SUVs to wear Twin Peaks visual identity

Mahindra & Mahindra Ltd. unveiled its new visual identity, including a brand-new logo that will differentiate its SUV portfolio. Called the Twin Peaks logo, the "visual identity is in tune with the company’s focus to be makers of sophisticated and authentic SUVs."

Twin Peaks was designed by the Mahindra Design Team, and will be first worn on Mahindra's XUV700. 

Speaking about the visual identity, Mahindra Executive Director Rajesh Jejurikar said: “An important facet of leading change is articulating the transformation of our brand. Our new visual identity is a manifestation of what we stand for as we build a truly differentiated and authentic SUV brand for personal exploration and adventure."

Inspired by the brand statement "Explore the Impossible," Twin Peaks will be seen throughout the SUV product portfolio, across 1,300 customer and service touchpoints and 823 cities by 2022. The "Road Ahead" logo will be retained for Mahindra's commercial vehicle products and the farm equipment sector.

Highlighting the roadmap for the visual identity implementation, CEO of the automotive division of the Indian brand Veejay Nakra 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.”

Photos from Mahindra

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