The Mahindra Group, on Friday, unveiled a new visual identity which would be reflected across 100 countries. The logo of the $15.9 billion Group would sport a new hand drawn word mark among other elements.

A statement from Mahindra Group said the new identity “is a lot more contemporary, edgy and sleek, and visually represents the changes the business is making to embrace and shape the future.” A unique graphic element called the ‘Ridge’ completes the new visual identity,and would provide a uniform look to all communication.

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