The Essar Group has kicked off an image makeover, unveiling a new vision and brand logo, which represent group’s diverse interests in steel, energy, power, communications, shipping, ports & logistics, and construction.
The company has introduced the new brand identity and vision internally, whereas its plans to roll out a print, television and out-of-home media campaign are still being firmed up. The external campaign will be rolled out by Essar’s present advertising and media agency Group M. The agency has in the past undertaken a similar corporate image makeover exercise for the Aditya Birla Group, which required a corporate spend of Rs 30-40 crore, said company officials.
The new logo has transformed, from two positive signs in an earthy maroon colour, to introduce the expansion focus with a subtle arrow in-built in the positive sign, besides introducing the vibrant red and orange colours.
“The vibrant colours demonstrate our eagerness to embrace global opportunities, while retaining our core traditions and values,” Prashant Ruia, director, Essar Group, told mediapersons here.
The new logo represents the new beginning and speaks of the group’s past achievements, strengths of the New Essar, consolidation and expansion focus, besides creating an impact on key stakeholders. Essar Global employs over 40,000 people across offices in Asia, Africa, Europe and the Americas
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