NeoGrowth revamps its identity

With the new brand identity, NeoGrowth has also created a ‘sonic logo’ that reinforces and captures the essence of the brand

e4m by exchange4media Staff
Updated: Aug 7, 2019 3:14 PM
NeoGrowth

NeoGrowth, a digital lenders for SMEs, has turned seven. The company has unveiled a new brand identity which reflects the mission and values that NeoGrowth stands for.

“The new identity is a brand promise which NeoGrowth lives by every day in its quest for inclusion and growth opportunity for all. It is a manifestation of accountability, customer-focus and innovation as the core value system,” the company said in a statement.  

“The new brand construct is a sustainable reflection of NeoGrowth’s collective organisational ethos. The new design of the logo reflects the rebranding thought process in the best way possible. With better clarity and enhanced focus on values as the principle behind this exercise, NeoGrowth has succeeded in showcasing growth, prosperity, and freshness through the new logo. The letter ‘G’ in the company’s name has been designed as an upward moving arrow which signifies ‘Pride in Growth’,” the statement read further.

Sharing an insight behind the rebranding exercise, Piyush Khaitan, Founder & Managing Director, NeoGrowth, remarked, “The idea behind the inception of NeoGrowth was achieving inclusive growth in the country. India is the fastest-growing economy in the world and SMEs form its very backbone, but the segment has been struggling with barriers like finance and time. NeoGrowth was therefore founded as a solution for these businesses, financially empowering them and consequently contributing to the growth of India’s economy.”

“As a brand, we have been aiming to deliver constant growth while laying emphasis on innovations, accountability, and customer-centeredness. The new brand identity is therefore a sustainable reflection of our mission and values. We believe that everyone deserves an opportunity to grow and through this exercise, we want to strengthen NeoGrowth’s position as that growth enabler for all the SMEs across the country,” he said.

With the new brand identity, NeoGrowth has also created a ‘sonic logo’ that reinforces and captures the essence of the brand. A sonic logo (identity) is essentially a musical note or series of notes that conveys the brand identity, evokes emotional connection and builds brand attribution.

Apart from this, NeoGrowth is in the process of revamping digital touch points including its website to align it to the new identity and core values, thereby living up to its promise of a hassle-free experience.

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