Vehicle manufacturer Force Motors has unveiled a new logo to mark its entry into the personal vehicles arena. The new logo aims to differentiate the personal vehicle division and appeals to the non-commercial vehicle buyer. Simultaneously, the name of its first SUV was announced, which will be called Force One.
The existing corporate logo, which has been the face of the company in the commercial vehicle and agricultural tractor segments, encompassing brands Trax, Traveller, Trump and Balwan, will continue to be used in these segments.
The new logo is about energy and vibrancy and stands for 'a need to never be content with the status quo'. "The idea is to use deep red colour to bring it across visually," says Firodia. The colour represents a never-say-die attitude and an indomitable determination to do all it can to effect a positive change.
Talking about the new logo, Sanjeev Garg, president, marketing, Force Motors, says, "The whole idea of having a new logo was to create a whole new identity for a brand new division. It was designed in a way to resonate with the young and aspiring India and the vibrant Indians."
As the company is now entering into the personal vehicles segment, where the needs and aspirations of the consumers are very different, the new logo intends to create an independent identity that resonates with the desires of the non-commercial vehicle buyer.
Firodia adds, "The logo represents a movement, independent of any inertia, a movement that is natural, and represents both growth and change. It represents ambition and hunger for more, and is an indication of the direction that Force Motors is headed towards rapidly."
There will be a high decimal, 360-degree campaign to publicise Force Motors foraying into the personal vehicles division. Garg says, "We have planned to focus heavily on the electronic and digital media, which will be supported by print and out of home (OOH). As per our plans, the OOH will focus on the versatility of the brand, print on the functional angle, and television on the emotional angle."