Apollo Tyres adopts new corporate identity

ERJ staff report (RD)

Gurgaon, India - Apollo Tyres Ltd has announced it is changing its corporate identity to communicate “the energy and youthfulness” that drives the company.

“We wanted to be a little less formal and a lot more lively and interactive - grounded in present customer needs but also future ready,” says Neeraj Kanwar, vice chairman & joint managing direct of Apollo Tyres.

Apollo said that given its recent growth and expansion into new markets and products its brand needed to capture the evolution of Apollo Tyres from being a predominantly commercial vehicle tyre maker to a leader across diverse customer segments.

The new company logo, which has the option of being represented in three different primary colours, was created by Saffron Brand Consultants. “By tyre industry standards Apollo is a young company,” said Saffron Brand Consultants Wally Olins. “ The enthusiasm, energy and ambition of the enterprise is palpable. We definitely wanted to capture this. Also Apollo's next destination is Europe. A fiercely competitive market dominated by the biggies. As a brand, the new Apollo will stand out from the crowd and yet retain its appeal as a 'smart choice'.”