More than 100 years of lineage. More than 29 limited companies. A turnover exceeding USD 3 billion. Redesigning the Murugappa Group identity was all about striking a delicate balance between tradition and modernism.
Press coverage
1. Anthony Lopez spoke to Vinay Kamath from The Hindu BusinessLine: The challenge was how to get high recall for the entire group all over the country and project the intellectual wealth of the group. View the article
2. A. Vellayan, Executive Chairman, Murugappa Group expressed his views: We wanted to reflect a new vibrancy, new daring, new energy. We didn’t want to give up the peacock as that reflects our heritage and our values and beliefs don’t change but we wanted to contemporise it at the same time. The group’s peacock that has changed from blue to red now is to reflect group’s ambition of becoming a little more daring and adventurous. Quoted in The Hindu BusinessLine and The Financial Chronicle
3. Articles covering the launch from The Economic Times, Management Next, CampaignIndia, Exchange4media.com, Yahoo Finance, and CommodityOnline
“The new branding exercise comes after a pan-India study commissioned by the group after drawing its near term growth plans. It was found that while the group was recognised for business ethics, the diverse businesses of the group were not known. The group felt the need to deepen the understanding with core customers and also to connect with future generation.” View the article in The Financial Chronicle
The soft curves in the typography were inspired by the rounded curves of the Dravidian scripts.
Unveiling the brand, A. Vellayan, Executive Chairman, Murugappa Group said, “This contemporary rendition of the Murugappa Peacock is a sign of the Group’s global outlook and the dynamic targets we have set out to reach. Red as a colour embodies vigour, power, passion, drive, energy and is renowned for its excellent visibility. The clean lines and the unique lower case style in which ‘murugappa’ is written help connect with audiences through simplicity and elegance.”
The Murugappa Red is a personification of the brand’s energy and optimism.
The new brand logo is the first step in the group’s brand campaign reflecting its ambitious growth plans with the theme Energy Unbound.
The Corporate Identity Programme covers various details of the applications, including font family, letterheads (above) and employee access cards (below).
The Brand Manual clearly defines the visual relationship of the umbrella brand with the with group company identities.
neat. simplified . efficient .
dhruvi
very vibrant! i like the energy.
Benu
I had read about this new Murugappa Identity in ‘The Hindu’ couple of days back and liked it… Well i did not know it was from Lopez Design.
Congratulations to the entire team!!
Bhavna Saxena
Dear Lopez when i saw the paper yesterday in the Hindu it was striking a strange chord with me and congratulations and i am thankful that you send me this
Immanuel suresh
the form is so much better, thank god u took away the arrows frm the earlier identity
ishan
Nice job. Good to see Lopez Design hasn’t lost its creativity over the years.
Achal Raghavan
Strategy and Business Excellence Consultant
Achal Raghavan
As is expected of Lopez Design, this is great work!
Cheers!
Bala, January Design
A. Balasubramaniam
Good Design.
Dilip Oza, NID
very nice!
although i did like the blue better…
…peacocks tend to be bluer than redder. although, yes: i definitely want to eat it now.
Naysan Sahba, Unicef Mozambique
I truly loved what you’ll have done for the Murugappa Group.
In a layman’s eyes (like mine) it appears you bought them out of the stone-ages & then put them through etiquette school (in a matter of saying..:-)
Gautam Jasra
Great Job.
Congratulations to you all !!
Omesh Matta, UNICEF
Really like the visible tranformation in terms of dynamism and energy, without changing the core of the identity
Shashank Khattar, TNS Research
the new logo and the designs are fantastic.. specially the representation of the same on the T-shirt.
saurav, kasper consulting
Saurav Singh
Good job!! Very nice!!
Sachin Uttam, Enabling Dimensions India
modern, very international, mature and neat logo revamp for the Murugappa Group
Terence Coelho
Hi Lopez,
I really liked the energy within the brand and yet elegant.
Great work…
Hemen Modi
design twg
Toronto
Hemen Modi
The new identity looks refined even as the core identity is retained… the subtle pinch created on the typefaces add that extra edge to the branding.
Jayesh Sawant
i like it better inverted (red background white logo)
vahid
Great work of quality…a good symbol and logotype and striking identity.
Mahendra Patel, The Leaf Design
Pop. Urban. Yet connected to root. Neat.
.
nilankur
Great work Lopez,
I like the logo, it’s strong well defined form will definitely create an impact.
Congratulations to you and your team.
Anjan Chakravorty
Anjan Chakravorty
Gr8 upgradation, rediscovered well!
Chandrashekhar Bheda
Spider Design
chandrashekhar Bheda
Simple yet vibrant.
The world will now get a taste of the tandoori peacock.
Congrats!!
Dominic Martin, Apollo Tyres
Anthony! Excellent! Simple, clean and arresting. Congrats!
suranjana satwalekar
the red makes it so much more lively..and the form so much more approachable..
priya
Pretty decent work Lopez team… although i guess “not phasing out the already existing PEACOCK logo” would have made life much easier for you guys….would have been interesting to see what a ‘radical new logo’ would look like…had we decided to change that too
Good choice of color … the first sight of it resembles with VODAFONE to a large extent
although not too much in support of the lowercase typeface…looks down-to-earth and honest but a tad feeble ( the old one was bold, strong and impactful.. and that UNDERLINING made a strong defining statement )
Good thing you got rid of that boring blue…was sick of it
Pretty well executed revamp branding exercise……congrats once again !!
Sameer M , Design Manager (Product Development) – TI Cycles of India.
elegant… energetic… enticing… congrats!
Ganesh C
what a great infusion of energy. keep up the good work! very professional and truly international.
Asutosh Kar
Dear Lopez,
The symbol is WOW. It clearly shows the vibrancy and simplicity in its cute small case letters.
Good work
Ramji
Ramji
Dear Lopez,
I liked the new vibrant energy filled Logo of the murugappa.
Change as time changes.
Hema.
Hema
Energetic!
Gaurav M
Nice work on Murugappa. Loved it.
Dave Banerjee
I like…I like
Tanu Sinha
Really nice!! Especially, I like their typographic treatment and their promotional materials.
Debashis
ITS QUIT CREATIVE BUT fonts are not original enough….
noman Khatri