Chennai-based business conglomerate Muruguppa Group has unveiled a new brand identity: the refreshed logo takes the form of the Murugappa peacock in a vibrant shade of red.
According to A Vellayan, executive chairman of the Group, “We wanted to retain the unique imagery that the Murugappa Peacock conveyed as the symbol of a Group that was proudly Indian. At the same time, we wanted a more ‘energized’, modern and contemporary depiction.” Elaborating on the significance of the various elements, he 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.”
While design consultancy Lopez Designs was partnered with for the new logo, JWT was appointed as the advertising agency for the brand campaign, the theme of which is ‘Energy Unbound’. Through print advertisements and TVCs, the new campaign seeks to enhance awareness and understanding of the Group’s various businesses. The major companies of the Group include Carborundum Universal Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd, Coromandel International Ltd, Coromandel Engineering Company Ltd, EID Parry (India) Ltd, Parry Agro Industries Ltd, Tube Investments of India Ltd and Wendt (India) Ltd.