Tuhina Anand

LML gets a new look

The two-wheeler company will sport a changed logo, which has been reengineered to establish a synergy between corporate identity and graphic representation with the company’s vision and core

Several top brands are feeling the need to reinvent themselves. This is probably why you saw quite a few of the country’s top brands donning a new look in 2005.

While Bank of Baroda got itself a new sunshine colour, Hutch turned pink. Indian (then Indian Airlines) got itself a new logo along with a new name and a new identity. Now it’s the turn of two-wheeler company LML to get itself a new identity.

Explaining the reason for the change strategy, Abhishek Dube, general manager, marketing, LML Ltd, says, “There was a need to adapt to the changing consumer needs and changing times. With the new identity, we have tried to reassert that LML has always stood for innovation.”

He adds, “Visual identity is an important tool of communication and it has to remain in sync and also be relevant to the times.

LML gets a new look
We decided to bring about this change based on our consumer understanding, and we want to apply this to various touch points of consumers.”

Dube explains the new logo and what it signifies. He says, “The new corporate identity of LML is modern, dynamic, youthful and vibrant. Above all, it symbolises innovation – the fuel that powers LML. It reflects the breaking of boundaries to surge ahead as a symbol of world-class product quality and service excellence in the minds of discerning youth.”

The initiative started last year when LML entrusted VGC (Vyas Giannetti Creative) with working on its new corporate identity. Bates Enterprise and Capital Advertising handle the advertising duties of the LML brands.

Preeti Vyas, CEO, VGC, says, “An identity change is always a sign of change and this is what started it all for us at LML. Going forward, the identity will keep pace with the progress of the company.”

Anjan Roy, vice-president, VGC, explains the rationale behind the change of identity. He says, “The DNA of LML has always been innovation. This needed to be captured. The outer core needed to also embrace the spirit of passion that was demonstrated by the company. The new identity is meant to be future proof in the face of new product launches, new business thrusts and global benchmarks.”

For Dube, the change in identity is not just about breaking through the clutter, it has deeper and more enduring meaning. As for now, the company will sport its new logo on the new vehicles being rolled out, including the CRD Super Deluxe and the CRD Super Plus. The company is in the process of adapting its new identity to all its internal applications as well as to its 370-odd dealers.

© 2006 agencyfaqs!

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