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30 years on, Mudra gets future-ready with new brand identity, new office

30 years on, Mudra gets future-ready with new brand identity, new office

Author | exchange4media News Service | Tuesday, Sep 21,2010 8:34 AM

30 years on, Mudra gets future-ready with new brand identity, new office

After turning 30 with a bang earlier this year, the Mudra Group reached a new high this week with the unveiling of a fresh brand identity. Drawing upon its rich heritage of strong entrepreneurial ambition and the ‘Can Do’ spirit, the Mudra Group will now move forward with a new look and perspective.

Along with the new identity, the agency has now moved to its new home, Mudra House, located at Santacruz (E), Mumbai. An official announcement on the new address will be made in October.

To help brands tackle a chaotic and uncertain future marked by rapid change and progress, Water, the Mudra Group’s strategy and design unit, created a fresh vision for the Mudra Group. Based on the pillars of empathy, experimentation, expression and dynamic integration, Water crystallised the Mudra Group’s new brand platform as Inventive Brand Solutions.

The Mudra Group will now offer clients a wide range of Inventive Brand Solutions through its four agency networks – Mudra India (the Branding and Communications agency), DDB Mudra (the Influence and Behaviour Change agency), Mudra MAX (the Integrated Engagement and Experiential Agency) and Ignite Mudra (the Partnership for Entrepreneurs agency).

In keeping with the spirit of inventiveness, the new corporate brand sees the historical symbol of Mudra, ‘the hands’, freed from the rigid roundel. Replacing the solid red circle is the fresh graphic device of the ‘brush stroke’. Denoting experimentation, energy and dynamism, the brush stroke signifies the commonest human behaviour when trying something new – be it a crayon, a pen or the artists’ brush.

The brush stroke is also an integral part of the branding of the four agency networks. Each agency is now qualified by a unique symbol – the quote mark, a symbol of conversation for Mudra India; the degree symbol denoting influence for DDB Mudra; the forward mark symbolising maximal impact for Mudra MAX; and the ‘on’ button symbolising a spark of ideas for Ignite Mudra.

To bring alive the inventive core of new identity, the event began with young artists depicting the various businesses of the Mudra Group. In a fresh twist, the brand was unveiled not by the corporate heads, but by a consumer of the future, 11-year-old Lalitya, who also unveiled the new brand website, The designing and the thought process for the website has been taken forward by Max Hegerman, President, Tribal DDB (Mudra Group’s digital and new media agency) and his team.

The new website carries forward the spirit of inventive experiences with its design as a simple, effective and powerful conversational tool. Rather than a passive information source, the new Mudra Group website incorporates a dynamic search tool that encourages and enables users to access the exact information they are looking for.

Commenting on the fresh brand, Madhukar Kamath, MD & CEO, Mudra Group, said, “Turning 30 was a wonderful milestone. Today, with the unveiling of the new identity, we make a public promise of offering Inventive Brand Solutions to our partners. Water has done a tremendous job of organising our four agency networks and many SBUs through a common purpose and design language that evokes passion and drive. I would like to thank each of the clients in the Mudra Group for having partnered us in our journey thus far. My colleagues and I look forward to a new era of growth and closer ties with each of them in the decade to follow.”

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