Apollo Tyres Ltd.

New:  Logo and a rich visual system

 

Launched:  February 2009 in India, coming later to Europe

Story in brief:
Quietly, this family-led Indian company set up distribution in Europe and Africa, to build from market success at home (where it is #2) toward "global tyre brand of choice."  Marketing director Avik Chattopadhyay knew that because tires are commodities (excuse me, tyres), brand would be the key. Apollo's  name was functionally strong, but its old 'unending road' symbol was not up to the challenge. A credible contender would need something fresher, more confident in its stature. 

Saffron, among others, got the call; said Chattopadhyay, “I first saw Wally Olins, Saffron’s chairman, speak at a conference several years ago and was impressed by how clearly he spoke on the complex subject of brands. When it came to creating a new brand for Apollo we invited Saffron to submit a proposal amongst a number of larger international branding firms. Saffron responded best and we began work with them.”

Saffron responded with an elegantly simple wordmark based on wheels, and no single symbol — instead, a vibrant pattern of wheel shapes in hot Indian colors. As CEO Neeraj Kanwar said in launch memos, "We want to stand out from others. After all, we are not like them. We are young, ambitious, Indian and proud of it. Therefore, we decided to introduce a bit of colour, wit and fun into the representation of the Apollo identity -- a brand for each one of us. Enjoy the ride ahead."

In addition to the visual system (the wheel patterns, a colour palette and the Flama type family), Saffron developed a clever system to associate of the various 'wheel' weights and colours to Apollo's product range. The purples for example represent radial tyres, ranging (in thickness of gray) from agricultural through heavy truck, light truck, and SUV, to passenger. “Time will tell whether we’ve been able to make choosing and buying a tyre an easier, more accessible and perhaps more enjoyable process” adds Mr. Chattopadhyay (as reported by Saffron's Ben Knapp). “But it has already energised our staff and I’m sure we’re on the right track .”

Credits:
C.E.O. - Neeraj Kanwar, Vice Chairman & Joint Managing Director  Chairman & Managing Director - Onkar S. Kanwar
Chief marketing officer - Avik Chattopadhyay
Identity counsel and design - Saffron
 

First Impressions:
It's about time. After too much mediocrity, here's a strong and true rebranding, of classic character. Apollo is a contender for 2009's rebrand of the year, and it will be tough to beat.
Strategy:  A rebranding impressive for its boldness and confidence, and for what it says about India's emergence as a global marketer (no longer merely a maker).
Design:  The wordmark is brilliantly simple; the play of the negative spaces, white circles versus verticals, is especially enjoyable. The wheels, as applied, help make this one of history's most sweeping corporate redesigns, and (don't let me get carried away here) a visual gift to the world.

Other Comments:
I prefer the logo in black representing tires; it has the feeling of an eighteen-wheeler. Joe Finocchiaro
 

Corporate Brand Matrix ratings:  
0% structural,  100% strategic,  0% functional (est.)