Industry/Official

This is Mahindra’s new logo for SUVs

That’s right, Mahindra has revealed a new visual identity—also known as a logo—which will be used exclusively on SUVs. The first SUV to sport this new logo is the upcoming XUV700. The new “Twin Peaks” logo was designed in-house, by Mahindra design team. The current “Road Ahead” logo will be retained for Commercial Vehicle and Farm Equipment products.

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 two ‘M’s within the logo symbolize an expansive and exciting future which is based on a solid heritage. — Pratap Bose, Chief Design Officer, M&M

The company said that the new visual identity will be seen throughout the SUV product portfolio, across 1,300 sales and service touchpoints and 823 cities by 2022. Which means the KUV100 (hatchback) and Marazzo (MPV) too might sport the new Twin Peaks logo as Mahindra sells both on its SUV-exclusive online sales channel.

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