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Corporate Identity MakeoverNew Avtar of HLL - Hindustan Unilever Limited

Hindustan Lever Ltd has formally introduced a newcorporate logo and changed its name to Hindustan Unilever Ltd.

Whats the purpose?

leverage the global scale of the company and at the same time keep itsIndian identity intact with its new name

Maintaining a fine balance between its Indian identity and global

heritage

India is an exception to have its name as a suffix unlike the rest of itssubsidiaries where it prefixes its name with the name of the country. According

to HLL, retaining the name "Hindustan" as the first word in its name reflectsthe company's continued commitment to local economy, consumers, partners

and employees.

What does the symbol signify?

company's mission of `adding vitality to life'

comprises 25 different icons representing the organisation, its brandsand the idea of vitality

Each of the icons, which make up the U, represent broadly productcategories the group is in - for example, a tiny spoon in the logo is a

symbol of nutrition, taste and cooking, while a chilli indicates spice andflavours and lips represent beauty, looking good and great taste

Mr Doug Baillie, CEO, Hindustan Lever Ltd, said: "The identity symbolisesthe benefits we bring to our consumers and the communities we work in.

Our mission is full of promise for the future, opening up excitingopportunities where we have competitive advantage for developing ourbusiness and our new identity will help us confidently position ourselves

in every aspect of our business."

Bajaj Auto

Auto unveiled the new corporate identity on the 15th of January at the AutoExpo 2004, New Delhi. The white and blue reverse hexagonal symbol with

Bajaj Auto in small lettering, which stood in good stead for Bajaj Auto for manydecades, finally paved way for a refreshing new look symbol with the Bajaj

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logotype in capital letters. The new identity arrives at a time when Bajaj Autohas successfully metamorphosed into a major motorcycle manufacturer with

proven credentials in award winning Pulsar twins and also proved itstechnological capability with the introduction the revolutionary Digital Twin

Spark Ignition (DTSi) technology.

The new visual identity of Bajaj Auto emanates from the confirmation of corevalues, which Bajaj has identified as its brand values. The Brand essence forthe new Bajaj has been defined as "Excitement". Excitement engineering will

deliver and inspire confidence in to various stakeholders like Bajaj hastraditionally done. Bajaj promises to live its essence thru a set of five Brand

Values ofLearning, Innovation, Perfection, Speed and Transparency.

The change in Identity is a part of the ongoing changes happening at Bajaj. At atime when Bajaj has state of the art manufacturing infrastructure, has anenviable distribution and service network, has created a benchmark R&D

facility and at a time when the customer has changed in terms of its exposure

to quality and style, the change in Identity will help invite a paradigm shift inconsumer perception of the company.

The traditional hexagonal symbol has been replaced by an open abstract formof stylized B, the "flying B" as it has been named represents style and

technology. Italso has a strong association with the heritage of Bajaj since theexternal form has a hint of hexagon. "Flying B" form denotes speed and open

form denotes the transparency.

The new Logotype is all capital BAJAJ, representing precision engineering andperfection. The logo is all confident bold stylistic lettering, which is very global

in its outlook.

Bajaj has adopted a new brandline of "Inspiring Confidence". In whatever thecompany does it seeks to inspire confidence in its audience. Bajaj has

traditionally enjoyed tremendous consumer support and plans to consolidateand move ahead on this. The Brandline appears below the Logotype in a scriptfont.This font is to represent learning values at Bajaj and that Bajaj as a brand

moves closer to customer.

The Identity has a fresh new Blue colour. This Blue represents stability andstrength of Bajaj. Blue also represents high technology and precision

engineering.The new Identity presents a futuristic face of the new global Bajaj.Elephant Design has been working with Bajaj on creating and implementing thenew Bajajidentity. The new brand will manifest in all consumer and employeeinterfaces.Says Rajiv Bajaj, Joint Managing Director, BAL, "Bajaj is on the cusp

of a revolution brewing on various fronts, be it, exports, design, R&D, newmodels and marketing. The company thus needed a new identity that wouldpresent the new philosophy. The sweeping changes happening at Bajaj Autorequired a more dynamic, vibrant and exciting identity, which would also

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showcase inspiration and confidence through excitement engineering. Thechange in identity is expected to present an easier interface for the world to

understand the new Bajaj with the same trustworthy values."