#ABrandNewJourneyABG

 

Our Corporate Logo. A brand new journey: A new mark for new milestones

A major step that our iconic Group has taken under the stewardship of our Chairman, Mr. Kumar Mangalam Birla, is to introduce a brand new avatar of our Aditya Birla logo. To set the context, one thought it worthwhile to bring you excerpts from our Chairman's address to all of us – 120,000 colleagues globally, given that the new mark is reflective of his vision, first and foremost, and from there it plays down the organization.

"Our new mark, for new milestones - It's all about us, our glorious past, our unmatchable legacy, our ongoing success and our exciting journey into the future. Our Aditya Birla logo in its brand new avatar that crystalizes our fascinating story of change and transformation. We have changed and how. What we were two decades ago when we launched our first Aditya Birla logo and what we are today, is phenomenal. These 20 years have seen us evolve and scale new heights. It has been truly a transformative journey. We have grown –

  • FROM US $2 BILLION TO $41 BILLION
  • FROM 8 COUNTRIES TO 36 COUNTRIES
  • FROM 60,000 TO 120,000 COLLEAGUES
  • FROM 8 NATIONALITIES TO 42 NATIONALITIES
  • FROM AN AVERAGE AGE OF 56 YEARS TO 36 YEARS
  • FROM 0.4% WOMEN IN THE MANAGERIAL CADRE TO 14% TODAY

In essence, we are a much more dynamic, vibrant, youthful Group across five continents. In keeping with this change, I felt the need to refresh our earlier logo. Contemporising it made sense. It has served its time and helped build our Group identity and lent heft to our Group's business identity.

Our new corporate mark is a fine blend of continuity and change. So it admirably captures our legacy and moves on with modernity.
Our energy derives from the sun, termed Aditya in our mythology, and so closely linked with the name of our legendary leader and my father, Aditya Vikram Birla. His persona evoked all that is positive in business and in life"
– Mr. Kumar Mangalam Birla, Chairman.

The name Aditya Birla exemplifies integrity, quality, performance, perfection and above all character. Our logo is the symbolic reflection of these traits. It is the cornerstone of our Corporate Identity. It helps us leverage the unique Aditya Birla brand and endows us with a distinctive visual image.

On the imagery and the nuances of the new mark: The bright colourful sun at the base forms its solid foundation in a bolder and more forceful global version. The crisscrossing sunbeams connote the vibrant internal and external movement of energy. Like a prism, it refracts the multi-dimensional facets of our Group. A deep sense of simplicity, solidity, permanence. Vim and vigour. Hope. Our timeless values. Our boundless optimism. And all these culminate in the dramatic ascension of our Group, rising in perpetuity, reaching higher peaks.

To sum up, our new mark embeds a sense of pride, unity and belongingness in all of us. In our Chairman's words again: "I look upon it as our best calling card as we move onto a brave new horizon, big on growth, based on strong fundamentals, and as OneABG family".
- Dr. Pragnya Ram, as the Chief Custodian of the Aditya Birla logo

 
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