Electrical equipment maker Crompton Greaves Ltd has unveiled a new brand identity by adopting a fresh logo, which projects the firm as a multinational player in the global power industry.
Crompton Greaves Ltd, part of the $3-billion Avantha Group has adopted a fresh, new logo depicting two equal forces, "C" and "G", which unite to create a synergistic new form: "CG" - a form greater than the sum total of the forces.
"Several years into our acquisition drive, we felt the company must take on an incarnation that reflects its new multinational, multifaceted nature. CG will project its new direction as a significant player in the increasingly important global power industry," Avantha's Chairman and CEO, Gautam Thapar, said in a press release.
"Till date all the new entrants into the CG family had their individual brand names. Through our new brand identity, all our companies across the world, would articulate our shared philosophy and present one unified face to the world globally," CG managing director Sudhir Trehan said.
The colours and fonts of the new brand identity signify the company's traits: passionate, responsive, down-to-earth and trustworthy. These are the traits that CG stakeholders told us they saw in us," Tehran said.
Gautam Thapar, who is also Chairman of CG, believes CG's new brand identity will enhance the abilities of all the companies in the CG fold to better leverage their collective global technological, financial and marketing strengths. "This combined strength will ensure that we provide our customers and business partners with better, smarter, and more comprehensive power solutions into the 21st century," he said
CG has been aggressively expanding its global footprint since the 2005 acquisition of Pauwels, which includes operations in Belgium , Ireland , USA , Canada and Indonesia . In 2006 it bought Hungarian firm Ganz, in 2007 Microsol with operations in Ireland , USA and UK and, last year France 's Sonomatra and US-based MSE.
CG has three main business areas: power systems-a large range of transformers, switchgear, T&D solutions, engineering projects and services capabilities; industrial systems-a wide spectrum of high tension and low tension rotating machines (motors and generators) as well as related solutions; and consumer products-a large variety of industrial and household solutions in lighting, fans, pumps, and home appliances.