Economic Times , Edition : Internet

Reliance ADAG unveils new logo, identity

Published Date : 28 - May - 2006

MUMBAI:

THE Anil Ambani controlled Reliance - Anil Dhirubhai Ambani Group (R ADAG) unveiled its new corporate identity on Saturday, with Anil Ambani, chairman, R ADAG, addressing the employees at the launch via a webcast across companies.

It has been under a year since the split of Reliance Industries. Currently, R ADAG is the third largest group in India on all major financial parameters, with a market cap of nearly Rs 1,00,000 crore, group assets in excess of Rs 31,500 crore and a net worth of Rs 27,000 crore, a group statement said. Speaking to the employees on the occasion of the launch, Mr Ambani said, "Our businesses span the entire landscape of emerging human aspirations. Our new corporate identity reflects this belief and commitment - to shape a better future, create a higher quality of life, and give wing to a million dreams and aspirations." US based design house Landor is believed to have created the new corporate identity, which will encompass all the group companies, and even override the R world design. The new logo consists of what is described as the Reliance `apex', a stylised version of the name. The group's new corporate colours, which also adorn the logo, are blue and red. These colours convey values of integrity, confidence, energy and passion, according to Mr Ambani. The Reliance typeface is a combination of upper and lower case characters, which Mr Ambani hopes will represent the group's essential openness and accessibility. The big challenge in establishing a new corporate identity was twofold - it had to be ensured that the Reliance brand name still retains its equity for R ADAG, even as it takes on a new look, and it had to integrate the multitude of businesses under one work culture.

He added, "It is a fundamental change in the way we relate to ourselves, to the world, and to one another... The success of this process requires us to look at ourselves not as individuals with limited roles and responsibilities, but as members of one team, one family, one collectivity."