Lanco Infratech goes for a rebranding

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | June 17, 2011
The infrastructure company now dons a new logo and a new tagline 'Always Inspiring', representing its diverse businesses.

Lanco Infratech, dealing in integrated infrastructure enterprises, in an effort to represent its diverse businesses, has unveiled a new brand identity comprising a new logo, with the new tagline 'Always Inspiring'. Interestingly, the re-branding also happens to coincide with Lanco completing 25 years.

Regarding Lanco's new branding, G Ventatesh Babu, managing director, Lanco Infratech, says, "Today, Lanco is at an inflection point. We started our business with steel and pig iron, and through the 25 years of our existence, we have forayed into segments like solar, construction, renewables, resources, non-power infrastructure, and property development. But, we cannot have separate logos and identities for our different sets of businesses. We had to design something neutral and timeless to represent our spirit. Hence, the new corporate brand identity is an integral part of this initiative."

Conceptualised and executed by the company's internal corporate communication team, the new logo in red, represents passion and energy. There is a slant on the letter 'A', which symbolises dynamism. Moreover, according to the company, the font used signifies strength. "In totality, the new logo represents a modern and youthful identity, and the overall simplicity of the logo makes it timeless," says Babu.

The company's earlier logo was grey in colour, with a yellow flame burning above it, with the tagline 'Inspiring Growth' placed below the logo.

Talking about the new tagline further, Babu explains, "We have walked a long way, since our inception. Though we started with the intention of continued growth, we now want to inspire other companies. The new tagline 'Always Inspiring', reinforces this objective."

In a bid to promote its new look, the company plans to spend approximately Rs 15 crore through various business-to-business associations.

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