Working closely with Mr. Pawan Munjal, MD and CEO of Hero MotoCorp, in January 2011. In a nutshell, he was asking what the new brand should be. Its positioning, the relationship of the manufacturer brand to other parts of the Hero Group as well as to the strong product brands like Karizma and Splendour. And of course, the name and new visual identity, including dealer signage.
Wolff Olins worked closely with Mr. Munjal and his senior team to create the new brand. The challenge was to build the image of an innovative engineering company while also retaining its equity as the nation’s heartbeat. Research showed clearly that this equity draws from the liberating effect a two-wheeler has upon the social and economic circumstances of a typical Indian. We called this effect the ‘catapult’ (and A. R. Rahman translated our thought into a new company anthem, Hum mein hai Hero – There is a Hero in us.) The brand had to signal continuity and change. So one of the most obvious early conclusions was to use the name Hero alone but to change much of the rest of the identity.
Designers Include:
Angelo Belandi, Sebastien Klien, Patrick Finn, Mary Hawwa
Produced for:
Wolff Olins
