Bajaj Auto

New positioning with a new Corporate Identity


Bajaj Auto, the 4th largest two wheeler company in the world with a leadership position in India, was on the cusp of major shift in its positioning in early part of this century. This shift and future plans entailed a review of its image and need for new expression.


Based on extensive research among all key stakeholders of the brand and the insights, new values and essence for the brand were articulated along with the top management. A new identity to reflect the new brand philosophy, communicate a dynamic and confident image while retaining the goodwill the brand had over several decades amongst its stakeholders was developed.


The new brand identity with only “BAJAJ” in an expanded, all caps logotype reinforced the confidence of the brand and made it far more legible on a vehicle at speed. The new “flying B’ symbol depicts smooth ride, flying speed and soaring excitement and carries forward the foundation, trust & pioneering spirit of the Bajaj team. Without letting go of the familiarity, we selected a younger blue that continued to stand for precision engineering & excellence in technology. The identity usage was standardized across various applications and the retail experience was consolidated, to reflect positive change in the company.


The brand’s new expression has found great acceptance among target audiences, it has established its new positioning well and the company performance has been on the rise.
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Bajaj Auto Ltd
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Branded Environments
Award : Rebrand 2005