Wipro Limited, the Bengaluru-based IT software services company, on Tuesday unveiled its new brand identity and logo, discarding the rainbow-hued sunflower it has identified itself with since April 1998.
In a media statement, Wipro, which is India's third-largest software services exporter, said the new brand identity "signifies a higher level of engagement and brand permission that helps clients leverage Wipro's expertise to address their business requirements and drive future opportunities in this digital era."
Explaining the new logo, the company said it "connects the dots" for its clients, besides highlighting the company's technology heritage and reflecting its capabilities for the future.
"The styling of the brand mark gives it a sense of fluidity, resourcefulness, optimism and a connected world," the statement added.
"Our rearticulated values connect and resonate deeply with the new, vibrant, brand identity," chairman Azim Premji said in the statement.
The company's CEO and ED Abidali Z. Neemuchwala said Wipro is embarking on a transformational journey with the new logo.
"The new brand identity marks our journey of transformation in the digital world. Our brand refresh signals an even closer engagement with clients, greater innovation, and a deeper impact on their business. It is contemporary, reflecting the diversity and aspirations of our employees," he said.
In a separate communication to employees on Tuesday, Neemuchwala said the new logo and identity also reflected the need to embrace change, among other things.
"A little over a year ago, we embarked on a journey of transformation, with courage and conviction, to shape our future.When we began this journey, I had mentioned that there is nothing that cannot be changed at Wipro. This journey called for a new visual identity. We then mulled over our unique promise, the underlying purpose and central idea of our brand, and experiences that will resonate deeper with our clients, which in turn will serve as a reminder of our commitment," he wrote.
The Wipro promise
Explaining the exercise behind the logo and identity change to employees, Neemuchwala said the company spoke to many stakeholders ranging from employees and clients to industry analysts and advisors, to know the positive aspects of the Wipro brand as perceived by them and how to improve upon it.
"The insights were heartening. We discovered that our clients count on us to help them run and transform their businesses. They appreciate our ability to help them connect the dots by bringing together broad and deep technology, and domain expertise.
"This is the promise that the Wipro brand makes to its clients - to bring a pioneering, entrepreneurial spirit to solve our clients' complex business problems," he said in his communication sent at around 8.40 pm.
Wipro shares closed 0.18 percent higher at Rs 495 on Tuesday on the BSE. The company declared its Q4 and FY2017 results on April 25, 2017.
The rainbow-hued sunflower logo
Unveiling it in April 1998, Azim Premji had said the company that started business in 1947, needed to seen as a futuristic one by all. "We started the company in 1947 and have so far built a strong corporation. But people and organisations live for the future. We realise it is the customer who really has the choice to grant us the future."
