The Mudra Group celebrated turning 30 earlier this year and has now announced a fresh brand identity to go with it. Water, the Mudra Group’s strategy and design unit, was assigned the task of creating a fresh vision for the Group. Based on concepts like empathy, experimentation, expression and dynamic integration, Water crystallized the Mudra Group’s new brand platform as Inventive Brand Solutions.
The Mudra Group will now offer clients a wide range of Inventive Brand Solutions through its four agency networks - Mudra India (the Branding & Communications agency), DDB Mudra (the Influence & Behaviour Change agency), Mudra MAX (the Integrated Engagement & Experiential Agency) and Ignite Mudra (the Partnership for Entrepreneurs agency).
The corporate brand has also been revamped. The hands seen in the logo are now set against a graphic device of a brush stroke, whihc is said to denote experimentation, energy and dynamism. The brush stroke is also an integral part of the branding of the four agency networks. Each agency is now qualified by a unique symbol- the quote mark, a symbol of conversation for Mudra India; the degree symbol denoting influence for DDB Mudra; the forward mark symbolising maximal impact for Mudra MAX; and the ‘on’ button symbolising a spark of ideas for Ignite Mudra.
The new website has been redesigned to be a simple, effective and powerful conversational tool. It offers a search tool which aims to enable users to access the exact information they are looking for.
Commenting on the fresh brand, Madhukar Kamath, group chief executive officer and managing director of the Mudra Group, said, “Turning 30 was a wonderful milestone. Today with the unveiling of the new identity, we make a public promise of offering Inventive Brand Solutions to our partners. Water has done a tremendous job of organizing our 4 agency networks and many SBUs through a common purpose and design language that evokes passion and drive. I would like to thank each of the clients in the Mudra Group for having partnered us in our journey thus far. My colleagues and I look forward to a new era of growth and closer ties with each of them in the decade to follow.”