The Gautam Thapar-led group of companies, a global transnational corporation, has unveiled its new group corporate identity. The Group, with presence in more than six diverse business verticals globally, is now Avantha Group. The identity and logo commemorate nearly six months of work selecting and implementing a new brand identity. Following the new brand identity, Avantha Group has called for a creative pitch.
Shravani Dang, Group Head-Corporate Communications, Avantha Group, said, “The new logo was strategically formulated to present a fresh, new and unique presence, and in creating the look we considered our history, culture and future growth. We want to leverage the brand further and communicate to our stakeholders.”
She further said, “We will be shortlisting two big advertising agencies and two design studios for a creative pitch. We will be unveiling a print and a TV campaign in the beginning of January 2008.”
Re-living the entire branding experience, Dang said, “Adoption of a group identity for any organisation is a challenging task and it has been an exciting and a rejuvenating experience.”
Gautam Thapar, Chairman, Avantha Group, said, “Consolidation involves coming together as a group, leveraging on individual and collective strengths and working together for higher ambitions and market aggressiveness. The group structure and formalising it with a group identity is a step towards realising our defined growth path.”
The new group identity – Avantha – combines French and Sanskrit terms to express “growth with stability”. Inspired by the lever, the three-pronged wheel of the Avantha logo is modern and signifies continuous forward movement. It symbolises the organisation as a powerhouse of progress, impelled by its three fundamentals of Imagination, Integrity and Individual. Thapar explained, “As a new and emergent global translational, Avantha is committed towards a world class system and processes and a 360-degree reputation as a global employer brand.”
The new logo and brand was conceptualised by DMA Branding after exhaustive research and survey by IMRB. The company also took inputs from stakeholders at several focus group sessions held earlier this year. Global best practices and processes were followed in the group identity process.