dot core

Murugappa

BRAND STRATEGY + BRAND IDENTITY + PRINT DESIGN

More than 100 years of lineage. More than 29 limited companies. A turnover exceeding USD 3 billion. Redesigning the Murugappa Group identity called for a delicate balance, evoking its century-old legacy to resonate on a modern platform.

Rising To The Challenge

Lopez Design’s task was to design a distinct identity that encapsulates the core vision of the Murugappa Group, taking it forward into the next era. A pan-India study commissioned by the group, reviewing its near-term growth plans, revealed that while the group was recognized for its ethical business practice, its diverse businesses were not known.

In the new brand identity, the blue peacock is transformed into a red peacock with an elegant logotype in lowercase, specially developed for Murugappa. The group unveiled the new logo in Chennai in September 2010.

The Making Logo

A. Vellayan, Murugappa Group Executive Chairman explained the group’s strategy in interviews to The Hindu Business Line and The Financial Chronicle. “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 contemporize it at the same time.

At the launch, A. Vellayan, Murugappa Group Executive Chairman 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 color embodies vigor, power, passion, drive, energy and is renowned for its excellent visibility. The clean lines and the unique lowercase style in which ‘Murugappa is written help connect with audiences through simplicity and elegance.”

Team

Lucy Joy
George John
Mohan Godwal
Deekshit Danial Sebastian
Chai Gake Law
Anthony Lopez

Support

Lalit Kumar
Chetan Swarup
Raj Kishor Gupta 
Zeena Lopez

 

© 2023 Lopez Design Pvt. Ltd. All rights reserved

View