[TusharK]

Mahindra has unveiled a new brand identity for its electric vehicle lineup. It was revealed alongside the Global Pik Up and Thar.e concepts at the Futurescape event in South Africa.



Mahindra's upcoming electric SUVs will feature a white infinity logo instead of the bronze twin-peaks logo that is currently being used on the XUV400.

According to the company, the new logo represents the flow of energy, the fluid synergy of the driver and the SUV in multisensory harmony. It also signifies the racetrack and circularity of intelligent sustainability.

https://www.youtube.com/watch?v=4ZwTJWa6ZLo

Mahindra has also collaborated with music maestro AR Rahman to create a new sonic identity and anthem "Le Chalaang" for its new range of 'Born Electric' vehicles.

The company has also created over 75 unique sounds tailored for various aspects of the upcoming EV range. These include interior and exterior drive sounds, experience zone modes, infotainment cues and functional signals such as seat belt alerts and turn indicators.

Link to Team-BHP News

[bobbyblr]

I hope JBL Infinity does not sue Mahindra for copying it's logo.
The Mahindra Electric SUV logo has similar peaks and infinity loop over-lap to JBL Infinity.

[MrMcqueen]

It is uncomfortably very near to "Meta (facebook) " Logo

[ToThePoint]

I like the logo, however I find a close resemblance to Meta logo....'inspiration' or 'copy' you decide, but this is pushing it too much. Your identity need to be unique, not something which reminds you of others.

No comments on 'le chalaang', just didn't feel anything!

[lordrayden]

I hated the "Twin Peaks" logo that they started using a few years ago, still don't like it. I have read the marketing blurb about what its supposed to signify. But to me (and a lot of others) it looks like a butterfly, signifying delicateness and softness. These aren't traits one associates with an SUV manufacturer.

But this logo is awesome! Love it .

[SteeringWheel]

So now Mahindra has 3 logos? One for SUVs, one for electric vehicles and the old logo for other vehicles. Hope they don't come up with new logos for commercial/pickups/trucks/buses. Any other companies use multiple logos like this?

[Emvi]

C'mon Mahindra! With the kind of resources you have, designing a new logo shouldn't be this tough. There's a footwear brand that already has a logo quite similar to your latest one.


Image Source- Google search

[TaurusSHO]

So 3 different logos for 3 different Mahindra Automotive groups?
Mahindra commercial, Mahindra passenger ICE and Mahindra passenger EVs. I wonder if there would be 4th logo for commercial EVs too
At this point, they're better off launching a new brand than experimenting with the logo and their identity.

And the first thing that came to mind after seeing this new logo was Meta! Come on Mahindra, do better please.

[UchihaItachi]

EVage, an e-LCV startup also has a similar 'infinity' inspired logo.

[MotorDev]

Mahindra, it might be best to stick with the logo you already have. Creating three different logos for the same brand seems to complicate things unnecessarily. If something is working well, there's no need to change it. Personally, I'm not a fan of the new anthem either, even though it's meant for electric vehicles. I prefer the original anthem over the new one.

https://www.youtube.com/watch?v=erhORDnwJeQ

[professortarzan]

Originally Posted by MotorDev

I prefer the original anthem over the new one.

So do I, and probably anyone blessed with the gift of hearing. It sounds like another average Bollywood number, a wasteful exercise IMHO. The original one is just iconic, right up there with the legendary Safari Dicor commercial. They should have tried building on top of this instead.

Off topic, the overhead shot of cars wading through grass always reminds me of Velociraptors scene from 'The Lost World'. Shudders.

[five46]

I understand the need to stay afloat in the news, connect with the trends and all that PR stuff, but why choose to dilute?

The old logo of Mahindra was so classy. I fail to understand why to mess around with it?

Even Bajaj did this and ended up creating a Bluetooth logo.

The Mahindra - Rise logo was a neat take on the old one retaining a good part of the original font and style.

However, the old logo was their best, neat and printed in the heads of a large population.

[feninrexo]

This is dangerously close to meta. They should’ve gone with something sharp to go with their new design language.

[lemedico]

Just a few days ago, I commented on the original live young live free video on YouTube. I asked the admins to remake it with today's lineup including the Thar, Scorpio N and 7OO.

Instead, they come up with this jarring noise and thumkas. I don't care if it was done by Mr. Rahman, it's shite! It's not Mahindra SUV

[inwester]

Originally Posted by TusharK

Mahindra has also collaborated with music maestro AR Rahman to create a new sonic identity and anthem "Le Chalaang" for its new range of 'Born Electric' vehicles.

This just showcases everything that's wrong with Bollywood these days. Cringeworthy.

Originally Posted by bobbyblr

I hope JBL Infinity does not sue Mahindra for copying it's logo.

Originally Posted by MrMcqueen

It is uncomfortably very near to "Meta (facebook) " Logo

True, although I don't mind the logo, there are too many companies with similar logos. Infinity Speakers (owner: Samsung), Infinity Motors (owner: Nissan), Meta (Facebook), Visual Studio (owner: Microsoft) to name a few.

Also here's a link to the story behind Meta's new logo design.
Meta’s Brand Is Designed for Unknown Worlds

I'm sure Mahindra team has a similar fancy story too!