Adani Group

New: Wordmark and visual system

Launched:  February 23, 2012

Story in brief:
"We shall achieve our ambition by acting as one organisation with one brand. Our new visual identity is designed to help tell the story of integration in a simple and modern style," says the new Web site.

The consultants' initial brief was narrower – a new corporate brochure and Web site. In management interviews, however, it soon became apparent that it was time for Adani Group (aka Adani Enterprises), one of India's most rapidly but chaotically growing business houses, to think more broadly – to pull itself together, and to begin to look more like the global player it had become.

Wolff Olins responded with a number of tactical recommendations, including the regrouping (for communication purposes) of disparate businesses into three more coherent clusters... Resources, Logistics and Energy.

The big-impact changes, however, must be visual, beginning with a new wordmark-based logo, which in turn anchors an extensive visual system featuring a vocabulary of similarly rounded forms, a palette and a typeface called Adani (aka Rubrik, by Miles Newlyn).

The logo's distinctiveness, and special appeal, is in its modulated rainbow coloring. On one level this links to colors associated with Adani's three defining sectors; on another, it evokes the rich diversity of India itself.

For more, see Wolff Olins' case study.

Credits:
C.E.O. - Gautan Adani
Identity planning & design - Wolff Olins
 

                           Growth charts show visual system elements -  rounded forms, palette

First Impressions:
Strategy:  All signs, including the confidence of the launch, point to a breakthrough event in this company's sense of self.
Design:  If both system and logo are implemented with continuing care, they should easily sustain their fresh and beautiful impact.

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