The Hindu Business Line : Bajaj Auto brand image set for overhaul

With ambitions of becoming an Indian multinational company and after discovering in-house talent at developing new technology for its new motorcycles, Bajaj Auto (BAL) is now all set to overhaul its brand image and corporate identity.

The 59-year old institution, which is the one of the country's largest two-wheeler and three-wheeler manufacturers, is set to go through a complete image makeover, including a new brand logo and corporate brand identity to disseminate a more modern outlook for the company.

Bajaj seems to have had compelling reasons to plan a revamp of its branding strategy. Some of these are the rapid rise of the company's motorcycle sales, its plans to go global with proposed assembly plants in one or two South Asian countries, the increasingly lower age profile of its average customer and the need to pithily showcase its in-house design and technological capability.

Bajaj's current logo, which is more than 40 years old, is being replaced by a new, more dynamic insignia, to better reflect these attributes. The new identity is expected to be very dynamic and represent style and technology. Company sources said that the new logo, which will continue to sport the blue colour, will however, continues the lineage of Bajaj from the hexagonal form.

The new blue colour is said to represent precision and stability.

The job of revamping and redesigning the company's brand image, corporate identity and the logo's various manifestations has been done by Elephant Design, a Pune-based, multidisciplinary design office that has created, redefined and repositioned several brands across a wide range of industry segments. The new logo and repositioning was preceded by a nationwide market research to ascertain the new identity's acceptance among customers and others.

Elephant Design has been associated with Bajaj for a few years now and had successfully designed and implemented the `Planet Bajaj' interim identity. They had also designed and implemented BAL's retail identity project across the company's showrooms, service centres and product manuals.

Sources said that while the Planet Bajaj identity helped Bajaj showcase its manufacturing strengths in the whole range of two wheeler categories, since it was traditionally being looked upon as just a scooter manufacturer.

Now, with the induction of modern manufacturing technology and infrastructure, high-tech, aggressively styled products in its portfolio, sustained research and development and younger consumers, the change in identity is expected to recognise all these changing values and present an easier interface for the world to understand the new Bajaj.

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