WIPRO, a dynamic company worth over Rs 1800 crores has recently gone for a big change in their corporate identity.

The old logo having the company name has been replaced by the flambuoyant Rainbow Sunflower. We met their Corporate Brand Manager, Anand, to unravel the logic and mystery behind this.


Are we recognised in certain segments of our audience? Are we percieved to be as large and successful as we really are? Unless we know these answers, our ad and publicity with a budget of Rs 40 to 50 crores will never really be effective. We have to build a common bond with our customers, be it the people in a small town in Maharashtra using Wipro Shikakai or the software export segment in U.S.A, identifies Anand, as the intentions of this campaign. A job which they felt was not an ad agency's cup of tea, was given to a consultant in Paris.

After two years of round the clock brainstorming and research, finally the spectrum wrapped flower was born. The present logo represents the values of humanity and integrity by the soft environmental touch of the flower, innovation and value for money by the rainbow colours around the flower.

The logo is similar to that of Apple or CNBC, with much more energy bursting out. It is not only difficult to replicate or forget, but has also built a great deal of pride amongst the various people in all the divisions of Wipro

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