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A vast majority of automobile manufacturers have hopped on to the trend of revamping their brand logos. It's a similar pattern that these companies have been following - simplifying their logos. A smoother, cleaner and minimalist design is what is being chosen for the foreseeable future. Back in the 90’s automotive manufacturers’ logos were made three dimensional in an attempt to showcase it in the same way it would appear on a vehicle. However, with the rapid growth of digital mediums and formats in the last decade, these brands have adopted minimalist two-dimensional logos as they translate better onto screens. 

Toyota

<img src="https://images.storyboard18.com/storyboard18/IMG_9720.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1981" />

Toyota is a brand that is synonymous with reliability of not only its vehicles but also the relationship it maintains with its customers. Their logo flaunts just that. We see two intersecting ovals inside a larger third oval. The intersecting ovals depicts the strong bond the manufacturer has with its customers. Moreover, if you look closely, you'll be able to see the four letters in the manufacturers name, T, O, Y and A.

BMW

<img src="https://images.storyboard18.com/storyboard18/IMG_9721.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1982" />

It is a well known fact that before manufacturing cars and bikes, BMW used to be an aircraft manufacturer. They built aircraft engines all through World War II. The cross pattern represents the propeller of an aircraft. As for the colours, white and blue are the colours of the state of Bavaria, which is the home of BMW. 

A lesser known fact - BMW never actually designed the logo with the intent of it symbolising a propeller. It was just an observation that many made which the company never corrected as it played well for marketing.

Hyundai

<img src="https://images.storyboard18.com/storyboard18/IMG_9722.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1983" />

The Hyundai logo is certainly an interesting one. At first glance, it seems like just an 'H', the first letter of the brand's name. Due to this many often confuse it with the logo of Honda. In reality though, it's much more than that.
The letter 'H' is actually two people shaking hands. Yes, you read that correctly. Quite complex for the common man to realise immediately. One is supposed to be a customer and the other, a company representative, symbolising the strong association the company has with its customers.

Mercedes-Benz

<img src="https://images.storyboard18.com/storyboard18/IMG_9719.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1984" />

The three-pointed star has been the face of the luxury automotive division for forever and a day. The logo was initially embraced as a tribute to the company's founder, Gottlieb Daimler. However, There is actually great symbolisation behind this. The three points of the star signify three of the earth's elements, land, air and sea, showcasing Mercedes Benz's goal to one day dominate all three environments with their vehicles and engines.

[caption id="attachment_1992" align="alignnone" width="750"]<img src="https://images.storyboard18.com/storyboard18/aaron-huber-8qYE6LGHW-c-unsplash-min-1024x683.jpg" alt="Representative image via Unsplash" width="750" height="500" class="size-large wp-image-1992" /> Representative image via Unsplash[/caption]

Tata Motors

<img src="https://images.storyboard18.com/storyboard18/IMG_9723.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1985" />

C'mon, this is just a 'T' isn't it?

Yes and No.

The Tata logo is one that hasn't changed even once since its inception in 1945. It does look like a plain 'T' but it has a much deeper meaning with its roots in the strong beliefs of the Tata brand. The logo is meant to signify fluidity. The 'T' can be viewed from two perspectives. It can be seen as a fountain of knowledge and/or as a tree of trust under which people can take refuge.

Audi

<img src="https://images.storyboard18.com/storyboard18/IMG_9724.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1986" />

Unlike a lot of other logos, Audi's four rings have a pretty straight-forward meaning. Originally, the company was founded as ‘Auto Union Consortium’ which later came to be known as Audi. The four rings represent the four companies that merged in 1932 to form what we know as Audi today. The companies were Dampf Kraft Wagen (DKW), August Horch & CIE, Wanderer and Audiwerke GMBH.


Volkswagen

<img src="https://images.storyboard18.com/storyboard18/IMG_9725.jpg" alt="" width="400" height="400" class="alignnone size-full wp-image-1987" />

One of the largest automobile manufacturers in the world, Volkswagen too has a very uncomplicated logo. More commonly known as VW, the logo, very simply comprises of those two exact letters. The 'V' stands for 'Volks' which in german means 'people' and the 'W' stands for 'Wagen' which means 'car'. In German, Volkswagen translates to 'People's Car’ 

[caption id="attachment_1993" align="alignnone" width="750"]<img src="https://images.storyboard18.com/storyboard18/oskars-sylwan-uLybsLAtStw-unsplash-min-791x1024.jpg" alt="Representative image via Unsplash" width="750" height="971" class="size-large wp-image-1993" /> Representative image via Unsplash[/caption]

Decoding auto manufacturers’ logos and their meanings

Santosh Iyer, vice president - sales marketing, Mercedes-Benz India, is being elevated to the position of managing director of the company, as per a report. Sources within the company have confirmed this to Storyboard18, adding that the details will follow soon. The development was first reported by ETAuto. Declining to comment on the leadership change that could be in the offing, Mercedes-Benz India said that an official communication is expected soon. It also indicated that Iyer's designation will not change immediately.

The auto news portal, quoting sources, said that from January 1, 2023, Iyer will be taking over the position from Martin Schwenk who is all set to take over a global role. Iyer has been heading the marketing and customer service efforts of the luxury German carmaker in India for close to seven consecutive years.

If Iyer takes the MD role, he would join two other Indian leaders who head German luxury carmakers. Currently, Vikram Pawah is the CEO and president and CEO of BMW India, and Balbir Singh Dhillon is the head of Audi India.

Iyer joined the company in 2009 as vice president and rose to the current position in 2019. He took over the responsibility from Michael Jo who moved to Mercedes-Benz Malaysia, after successfully completing his India tenure.

With two decades of diverse experience in the Indian automobile domain, Iyer has worked across functions including sales, marketing, retail, customer service and corporate affairs.

During his earlier stint as the head of marketing communications, CRM and PR at Ford India; he led brand campaigns and digital outreach programmes. He started his automobile career with Toyota Kirloskar Motor in 2004. Iyer, a commerce graduate, did his PG in business management from the University of Indianapolis.

The German luxury carmaker recently said that it expected sales in India this year to surpass its pre-covid numbers as it battles a chip shortage and logistic bottlenecks.

In the first two quarters of the calendar year 2022, the company sold around 9,000 units. That is compared to 15,538 units in 2018, followed by 13,786 units in calendar year 2019, before covid-19 pulled down sales. The company sold 7,893 and 11,242 units in 2020 and 2021.

Continuing its focus on electric vehicles (EVs), the company said that it expects 25 percent of its total sales to come from EVs over the next five years.

In an earlier interview with Storyboard18, Iyer emphasised on the need to invest in EVs.

"It's the biggest dilemma and challenge for the marketers to accept and continue the investments in markets as far as EV products are concerned. It is also challenging for brands like ours which have both traditional internal combustion (IC) engines and EVs," he noted.

"On one hand, we need to ensure that the current business continues and we are also trying to transition. We are committed and we have made it clear that we won't have any IC engines product in the world by 2025," he added.

Mercedes Benz India to elevate Santosh Iyer to managing director

Enormous and Nuvoco

Cement, concrete manufacturers suppliers Nuvoco has awarded the complete communications mandate to Enormous. The agency will work on strategy, mainline creative and digital for all brands of Nuvoco. Recently, Nuvoco acquired LaFarge cement and Emami's cement brands. Two weeks ago, Enormous strengthened its leadership teams at Mumbai and Delhi offices, where Pratik Adhikari, Parijaat Sehgal and Swati Agnihotri were appointed as the associate vice president - account management, client servicing director and head at its Gurgaon office, and client servicing director, respectively.


WPP and Mondelez

Ad holding company WPP retained American multinational confectionery company Mondelez’s media mandate in India. Globally, the brand has split its media account between Publicis Groupe’s agencies, Wavemaker and VaynerMedia. Publicis will lead the business of the brand in Latin America, Europe, Middle East and the North African Peninsula, South Africa and China. Publicis Groupe won the bulk of Mondelez’s global media business that’s worth $1.6bn. VaynerMedia will lead communications planning and digital buying in the US and Canada. Wavemaker will lead media in Southeast Asia, India, Australia, New Zealand and Japan. The media billings come up to $225 million.

IPG Lodestar and BMW

Earlier this week, Storyboard18 reported that BMW India has put its creative and media account up for review. As per the industry sources, the pitch is underway in Delhi and is pegged in the vicinity of Rs 150 crore. IPG-owned Lodestar UM has been handling the account since 2017. In 2021, IPG’s Team Dynamic was announced as BMW India’s integrated communications partner after a multi-agency pitch. Team Dynamic is a bespoke IPG solution created for BMW India, with regional resources drawn from across IPG. The unit has been working on the brand's creative, digital services and studio production work. This week, BMW India reported that the brand saw a robust demand for luxury vehicles in India, reporting record sales of 5,570 cars in India in the first half of the year.

Contract Advertising and Haldiram

Contract Advertising has won the mandate of Haldiram, an Indian multinational sweets, savories and restaurant company. The account was won following a multi-agency pitch where 16 agencies had participated. The mandate includes brand strategy and creatives for the domestic market, the export market, and retail or quick service restaurants. Recently, beverage startup LB Brewers partnered with Haldiram to market its iced-teas, Borecha Icey.

Compiled by Kashmeera Sambamurthy