[SS-Traveller]

That looks like a badly-tied bowtie!

[pk_del]

It screams finesse with clean lines.

To me me logo doesnt bring out any ruggedness which is associated with MnM SUV's like Bolero, Scorpio.
This logo seems fit for exclusive watches, jewellery which a fine sportsman like Roger Federer can promote.
If you want to give statement on a SUV, which some one like our athletic champ Neeraj can promote, then you need a logo which oozes brute power, accuracy, rough terrain, and will to conquer.

Aesthetically it is awesome. SUV message wise it desires a lot.

They will have to bring out separate decal/moniker on each to differentiate between a fine and go anywhere rugged SUV.

-PK

[PrasunBannerjee]

I like it, but from perspective of a designer, the detailing might be tough to manage in some applications which might require flat/vector applications. For example: a CNC cut out for placing in events, total monochrome applications on web or print, etc. on some brand touchpoints. There might be a slight tweak to the logo I guess. Putting up this logo in some applications might not be possible or might be adding to production cost compared to previous logo of their own or maximum other logos.

In short, lovely, but not perhaps optimized.

[aniketi]

Sorry Mahindra, but I didn't like this logo at all. This is not suitable for type of cars you make, you specialize in, that is SUV's. I was hoping for some more manly or rugged one like your cars. This look quite girlish to me.

[amoghchaphalkar]

Originally Posted by CliffHanger

Hey, that's a butterfly!

I hope the flight characteristics of a butterfly are not reproduced in the on road behaviour of the cars.

[RedTerrano]

Originally Posted by Venkatesh

Mahindra Auto has an all-new logo for its SUV portfolio.

Looks sexy. I love it.
Just hope they are aware the sharp corners will pose a problem while cleaning the car and ensure they don't protrude out.

[iamahunter]

Quite Simple in my opinion..

Has striking similarity to the mask of Deadpool and Wolverine.

[Mannu]

It looks like a logo for Batmobile
I think Mahindra is aiming for finesse and luxury in future line-up of SUV's and will retain the older logo or different logo for other UV's/MUV's, where ruggedness and go anywhere attitude is their forte.
Still a decent attempt to change the perception of the brand in the eyes of the public and move up the value chain.

[Guna]

Originally Posted by f1fan5

Looks really cool. Claasy, sleek, modern and unforgettable. Some logos are very bland and forgettable. But when you see this logo, you know it's a Mahindra. I think this is Mr.Bose's first assignment.

Logos are designed by brand design agencies or reputed graphic designers. Looks like Mr. Bose continues to get credit for everything (of course, he may have been in the approval panel and had a strong say)

[MASK]

I loved the clean lines!
Has a lot of oomph and character!

With the two rugged but precious stones positioned like a butterfly - there is so much messaging and all of it so subtle - and the "M" is evident tooo - what a theme!

I am sure this would be loved by folks of all gender!

Butch with grace - I guess that would be a great spot to belong for the modern SUVs!

[punto_]

Looks very good to me, I always felt the current logo underwhelming. I'm sure this will look very good on the current gen SUVs they make as well.
Here's hoping Tata brings in a new logo as well, current logo looks very old now.

[saikarthik]

News from a confidential source.

This logo was second and final iteration. The initial logo that we saw on the scoops was also in consideration, but finally they came out with the second iteration. They had few components and some stock with first iteration as well, and the clean up is happening now - both physically and electronically (remember logos appear on owners manuals, dealership billboards, forms ads, cluster, infotainment, steering wheel, fabric, gear shifters and a lot more).

This new logo will carryover to all new major launches and minor ones in the future. There is a surprise (good or bad - I don't know yet) when it comes to the new gen Scorpio model line up as well, which the source couldn't reveal more at this time.

[pk_del]

Originally Posted by Venkatesh

Mahindra Auto has an all-new logo for its SUV portfolio.

Attachment 2190642

Attachment 2190644

Some how, I feel, this RR mascot is their inspiration:

[amol4184]

Originally Posted by Venkatesh

Mahindra Auto's new logo for its SUV portfolio, the new 'twin-peak' logo is Pratap Bose's first design for the brand.

Attachment 2190670

Link

I like it except for gradually decreasing spacing between letters. What's the need to fit mismatched length words in same space? I also wish it was a flat design than the 3D one but I'm just nitpicking.

[Iyencar]

Originally Posted by Storm2.0

Looks quite premium but it has a striking resemblance with an existing logo. I'm scratching my head to recall which brands' logo is it. Folks, do you have any idea?

You don't say. The 90s version of the logo.