Adani Enterprises Limited (AEL) is the flagship entity of the Adani Group, an Indian multinational conglomerate headquartered in Ahmedabad, Gujarat. The company functions as an incubator, focusing on establishing diverse new businesses across sectors including resources, logistics, energy, airports, data centers and solar manufacturing.
Design and History
On February 23, 2012, the Adani Group unveiled a new corporate identity and tagline, “Thinking big. Doing better,” in Mumbai. Chairman Gautam Adani described the new visual expression as symbolizing “the modernity and international potential of the Group’s business as well as the simplicity of its integrated business model.” The rebranding accompanied a strategic decision to focus the group’s businesses under three clusters: Resources, Logistics and Energy. [1]
The group hired London-based branding firm Wolff Olins for the rebranding exercise. [2] Wolff Olins was appointed in the summer of 2011, initially to develop a new corporate brochure and website. The project began with extensive qualitative and quantitative research involving policy-makers, officials, business leaders, journalists and Adani’s own staff. The research revealed that beyond a small group of customers, investors and commentators, there was “either ignorance or misunderstanding” of who the Adani Group is, how it has grown and what it does. [3]
Wolff Olins summarized most of the group’s activities under the three headings of Resources, Logistics and Energy, and developed icons for these headings as part of a new visual language. The identity also included a custom typeface. [4]
Meaning and Symbolism
The refurbished identity uses three colors, green, blue and orange, representing the group’s three main businesses of resources, logistics and energy, which morph into purple, the group shade. [5]
According to a message from the Adani Group chairman published shortly after the launch, the color gradient in the visual expression is “symbolic for one Adani,” reflecting the group’s ambition to act as “one organisation with one brand.” The identity was designed to tell the story of integration “in a simple and modern style.” [6]
Typography and Design
The logo is a wordmark set in a custom sans-serif typeface with rounded ends and even stroke thickness, with color tones ranging from cyan to pinkish red through blue, violet and purple. [7] The custom typeface was developed by Wolff Olins as part of the new visual language. [4]
The Adani Group’s official media kit currently offers the logo in three versions: white on black, color gradient, and brand unit. [8]
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