Wipro Limited, the global technology services and consulting company headquartered in Bangalore, India, adopted its current brand mark in May 2017. The identity replaced the company’s iconic rainbow flower logo, which had been in use since 1998, and was introduced as part of a broader brand refresh positioning Wipro as a digital transformation partner.[1]
Design and History
Wipro’s current logo consists of the company name set in blue lettering, surrounded by multicolored dots arranged in concentric circles. The design was created by Landor India, the strategic brand and design consulting firm owned by WPP Group.[2] The new mark replaced the multi-colored sunflower symbol introduced in 1998, which had carried the tagline “Applying Thought.”[3]
The 1998 rainbow flower logo was designed by Shombit Sengupta, founder of the design consultancy Shining Emotional Surplus.[4] The sunflower device comprised adjacent, parallel bands of green, yellow, red, purple and blue, angled from the lower left to the upper right position, according to its trademark registration.[5]
Wipro’s earlier identity, used through the 1980s, was a white and black static logo before the company moved to the rainbow flower in 1998.[2]
Meaning and Symbolism
According to Wipro’s official announcement, the new logo represents the way the company “connects the dots” for its clients, integrating deep technology and domain expertise and applying insights from across industries.[1] The individual elements in the logo represent ideas, insights, technologies, industries and geographies, while the expanding pattern symbolizes a boundless Wipro.[6]
The four circles in the mark represent the Wipro Values, Employees, Clients and Partners, and Communities. The blue of the wordmark creates a sense of reliability and authority.[1] Wipro’s official brand guidelines describe the multicolored brand mark as demonstrating “our connected world” and modernizing the colors from the brand’s heritage, with the multicolored dots associated with energy and optimism.[7]
Typography and Design
Wipro’s official brand guidelines identify Tenorite as the default or primary font for Microsoft PowerPoint presentations, with Arial used as the system font for other Microsoft applications and on-screen applications, including internal communication.[8] The guidelines also specify that the primary brand mark in full color should always be used when possible.[8]
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