Mahindra Racing announces new visual identity for 2013

Wednesday, 23 January 2013

Mahindra Racing has welcomed the arrival of the New Year and the 2013 MotoGP™ season with a fresh new visual identity. The new look will be reflected across all team branding and mirrors a new visual identity for the Mahindra Group businesses globally.

As well as its new look, Mahindra Racing, the only Indian team in motorcycle Grand Prix racing, will begin the 2013 Moto3™ World Championship season in Qatar in April with a new bike, new team and an exciting new rider line-up. Experienced Spanish rider Efrén Vázquez (26, from Bilbao) joins Portuguese teenager Miguel Oliveira (17, from Pragal near Lisbon) for the Mahindra Racing campaign.

Last year, Mahindra Racing announced a new technical partnership with established Swiss firm Suter Racing Technology AG for the co-development of a new Moto3 challenger for 2013. Mahindra has also moved its MotoGP team operation from Italy to Switzerland and hired a number of experienced personnel for its World Championship campaign. Mahindra Racing is confident that the restructuring will pay dividends and its new visual identity symbolizes the start of an exciting new phase for the team.

“The new wordmark and other elements of our refreshed visual identity have been adopted after extensive research and feedback. We wanted a wordmark which would reflect the evolving nature of our organisation, our global outlook and progressive management style. In short, it should reflect the ‘core’ of Mahindra. We also had to ensure that it would have universal appeal across consumer and business segments in urban and rural areas, as well as overseas. We have tried to create a modern futuristic feel, while retaining the dependability, reliability and warmth associated with the Mahindra brand,” said S.P. Shukla, President – Group Strategy and Chief Brand Officer, Mahindra Group and Member of the Group Executive Board.

“It is fitting that the change in the Mahindra corporate identity gives us the opportunity to update the Mahindra Racing logo at a time when we have made significant changes to the team,” adds Mr. Mufaddal Choonia, CEO of Mahindra Racing. “With a totally new bike and two fantastic new riders competing for us in the Moto3 class in 2013, I think this clean, modern Mahindra logo works very well for us and I look forward to seeing it adorn our new bikes at the forthcoming IRTA tests.”

S.P. Shukla and Mufaddal Choonia were speaking on their return to India from Verona, Italy where they received the 2012 Italian National Motorcycle Racing Championship (CIV) 125cc constructors’ championship trophy on behalf of Mahindra Racing. “It was a great achievement for an Indian manufacturer to win the Italian title,” added Mufaddal. “Our entry into the Italian Championship is an important part of our international racing programme and we are aiming to use it to accelerate development of our new bike in 2013.”

The new branding is part of a revised visual identity that will be seen across all elements of the USD 15.9 billion Mahindra Group, one of India’s leading business houses with a global presence in over 100 countries. Different colour combinations will be used to distinguish between the various businesses of the Group in order to create a sense of family identity for all Group companies, while ensuring that each business has an identity of its own.

Press release courtesy of Mahindra Racing.

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