R-ADAG brand identity likely next month

Mumbai, March 23 | Updated: Mar 24 2006, 05:30am hrs
In a bid to impart a fresh identity to the Reliance-Anil Dhirubhai Ambani Group (R-ADAG) companies, the group will unveil its new logo and brand identity as early as April this year.

R-ADAG has roped in UK-based strategic brand consulting and design company Landor Associates to design the companys new look.

Confirming the development, Sanjay Bhel, head branding and marketing, Reliance Communications, told FE, The new brand identity will be unveiled as early as April this year. We have roped in the best consultants in the world.

However, he did not reveal the details of the brand logo and the new brand identity.

Analysts believe that the decision to seek a fresh brand identity and possibly a new logo was based on R-ADAGs desire to break away from the heavy industry tag of

Reliance Industries and to reflect its intensely customer oriented businesses like telecommunications, finance and energy distribution.

Lots In A Name

Use of `Reliance' and the logo to contiue
Reliance logo either 'behind the visual'/or
Graphical representation of the letter 'R' with flame in background

However, R-ADAG will continue to use the word Reliance and the Reliance logo either behind the visual or the graphical representation of the letter R with flame in the background, as per the trademark management agreement (TMA) signed between RIL and R-ADAG companies.

As per the TMA, both the groups will be allowed to use the logo for their existing businesses and any new business that they may start first. The groups are also allowed to use the logo and trademark for co-branding arrangements too.

When asked whether RIL was also looking at a new brand identity, a source close to the company said, We are not contemplating any such change. We are the original Reliance company and will continue to use the Reliance brand and logo as usual.