Electric equipment manufacturer Crompton Greaves has adopted a new logo for the company. The logo sports two equal forces, 'C' and 'G', which unite to create a harmonious 'CG' - illustrating a stronger form - projecting the company as a global player.
To date, Crompton Greaves' foreign entities had their individual brand names. The first step in the integration involved putting together processes, systems and technologies across all companies worldwide. Secondly, it involved discovering a shared philosophy through which the company could present one unified face to the world and speak with a consistent voice.
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"Through our new brand identity, all our companies across the world will articulate our shared philosophy and present one unified face to the world," says Sudhir Trehan, managing director, Crompton Greaves.
"Several years into our acquisition drive, we felt that the company must take on an incarnation that reflects its new multinational, multi-faceted nature," says Gautam Thapar, chairperson, CG. He adds that the new image will draw together all the elements of the company, which now spans nine countries.
So far, the new logo has appeared in TV commercials and in full-page press ads in leading magazines.
Crompton Greaves is a popular Indian player amongst transformer manufacturers. It offers a host of products such as power and industrial transformers, HT circuit breakers, LT and HT motors, DC motors, traction motors, alternators/ generators, railway signalling equipment, lighting products, fans, pumps and public switching, transmission and access products.