New corporate identity for Sanjiv Goenka-led RPG faction

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | July 14, 2011
Designed by Design Law & Kenneth, the new logo comes with 'growing legacies', the new tagline.

The RPG faction, headed by Sanjiv Goenka, has unveiled a new corporate identity for its group of businesses. It may be recalled that in early 2010, Dr R P Goenka announced the division of the ownership of assets of the Rs 16,000 crore RPG Group between his two sons, Harsh Goenka and Sanjeev Goenka. The rebranding and the new positioning of RP-Sanjiv Goenka Group follows after more than a year.

The Sanjiv Goenka led group owns brands such as Spencer's, MusicWorld, Au Bon Pain Café, Saregama India and recently launched media company Open Media Network which publishes the general interest magazine Open. The group is also into power distribution with companies such as CESC and Noida Power.

The new logo, designed by Design Law & Kenneth, a part of Law & Kenneth India, has six arrows with tinges of yellow, purple and orange pointing towards the centre. In addition to this, the new tagline 'growing legacies,' has been incorporated along with the logo, and the company name RP-Sanjiv Goenka Group is inscribed.

In an official communique, Sanjiv Goenka, chairman, RP-Sanjiv Goenka Group, says, "The new logo is inspired by an arrow head which personifies speed, progressiveness and focus. Six such arrow heads converge at a common goal forming the Dhanuchakra -- the logo identity of the group."

Talking about the new identity, Chandan Mahimkar, chief creative officer, Design Law & Kenneth, explains, "The logo has been designed keeping in mind the legacy of the parent company. The strong graphic of the logo reflects the friendly, warm, dynamic and futuristic approach of the company."

Mahimkar further adds, "The colour scheme is unlike other corporate identities, where striking colours like black, red and blue are used generally. The arrows pointing towards the centre indicates all sub-companies working collaboratively towards the betterment of the company, thus carrying forward the heritage and legacy of RPG."

According to Anil Nair, chief executive officer, Law & Kenneth, the logo and identity represent a young and vibrant business group, focussed on growth through the sunrise industries. "The values of dynamism, progressiveness and humaneness are imbibed in the logo", says Nair.

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