Others' fullstop our possibility: New-look Mindtree

BANGALORE, INDIA: As with every brand that aspires to establish better connect with and appeal to Gen Y, mid-tier IT solutions company, Mindtree, has also got a new identity, which would help it reach out to a larger global community as well.

Chairman Subroto Bagchi put it succinctly at the event to announce the new brand identity, when he said, "Our values over the past 14 years said we had people who were humble, down to earth and introspective. But we now need people who are strategic, bold and decisive."

As businesses and critical information systems transformed, they realized that there was a need for a company that should ideally be expertise-led. It led to redefining their existing brand, he reasoned.

Bagchi cited the example of Mindtree starting its global services at Brussels a few days ago to indicate their broader outlook covering most parts of the world in the future, as a part of their vision for 2020 and to become a billion-dollar company during the course.

"Mindtree is looking confidently at the future, standing on the strong foundation that we built in the last 13 years. Our difference is our unique approach, balancing human perspective with deep strategic thinking, which enables us to create possibilities to help our clients succeed," Bagchi elucidated.

Also read: Mindtree unveils new brand identity

In order to further illustrate the vision, he referred to a company of their experience and size bagging the prestigious unique identitification (UID) project, when pitted against global giants like IBM and Accenture.

The new logo, in a spherical shape made of purple-gradient conversely disproportionate and diverging strands with dotted edges, represents the human touch, diversity, openness to new paradigms and technology connect, explained chief executive officer and managing director Krishnakumar Natarajan. "It's not just about the logo, name of the company, but about the company's mission and values," added Bagchi.

In a marked diversion from the existing way they write the brand name — MindTree — the company has changed it into Mindtree in a rounded font. "We see possibility, where others see a full-stop," said Natarajan.

Mindtree's new tagline — Welcome to possible — is intended to express the brand mission, values and promise. Designed by Los Angeles based Siegel + Gale, the brand identity highlights the company's differentiated approach to its global customers.

As for the agency, Bagchi said that when it is Siegel + Gale, it should be big money involved, but didn't get into the finer details of it. He, however, added that over the last 3-4 years, they have been thinking about acquiring a new brand identity.