Pune-based integrated multi-disciplinary design firm Elephant Design has been awarded Stainless Innovation Award by Jindal Stainless, last Saturday for the open-to-sky corporate sculpture the agency created using stainless steel for Bajaj Auto. “The sculpture reflects corporate values and identity defined by Bajaj Auto’s new logo,” says Elephant Design’s director Ashish Deshpande.
“Five sleek pillars meet at an illusionary point to form one single whole to depict the new ‘flying B’ identity. A cluster of five pillars, each representing a value that strengthens the future of Bajaj Auto, was designed in stainless steel. The expanse of the sculpture is seven metres by seven metres,” describes Deshpande.
Installed at Bajaj Auto’s corporate office in Pune, this visual illusion in steel reminds Bajaj Auto employees and other stakeholders about the company’s new corporate identity.
For more than seven years, Elephant Design has been working for Bajaj Auto. The change in identity began with redesigning the company’s 400 outlets across the country followed by its service centres. “Once the company found the change reflecting in revenues, we suggested for Planet Bajaj for the premium brands,” adds Deshpande.
The new Bajaj logo was unveiled this year. “It took about two years to design it and set the process for implementation,” says Elephant Design’s co-director Sudhir Sharma.
Elephant Design was established way back in 1989 by five young graduates of the National Institute of Design. The group now has a squad of 50-odd professionals and rakes in close to Rs 15 crore as annual revenue.