New: Wordmark and visual system
Launched: February 23, 2012
Story in brief:
"We shall achieve our ambition by acting as one
organisation with one brand. Our new visual identity is designed
to help tell the story of integration in a simple and modern
style," says the new Web site.
The consultants' initial brief was narrower
– a new corporate brochure and Web site. In management
interviews, however, it soon became apparent that it was time
for Adani Group (aka Adani Enterprises), one of India's most
rapidly but chaotically growing business houses, to think more
broadly – to pull itself together,
and to begin to look more like the global player it had become.
Wolff Olins responded with a number of tactical recommendations,
including the regrouping (for communication purposes) of disparate
businesses into three more coherent clusters... Resources, Logistics
The big-impact changes, however, must be visual, beginning with a
new wordmark-based logo, which in turn anchors an extensive visual
system featuring a vocabulary of similarly rounded forms, a palette
and a typeface called Adani (aka Rubrik, by Miles Newlyn).
The logo's distinctiveness, and special appeal, is in its
modulated rainbow coloring. On one level this links to colors
associated with Adani's three defining sectors; on another, it
evokes the rich diversity of India itself.
For more, see Wolff Olins'
C.E.O. - Gautan Adani
Identity planning & design - Wolff Olins
Growth charts show visual system
elements - rounded forms, palette
Strategy: All signs, including the
confidence of the launch, point to a breakthrough event in this
company's sense of self.
Design: If both system and logo are
implemented with continuing care, they should easily sustain
their fresh and beautiful impact.
Corporate Brand Matrix ratings:
structural, 100% strategic, 0% functional (est.)
CEO Gautan Adani
Adani Medium, Regular and Thin...