By Rusen Kumar
MUMBAI: Minerals and mining giant Vedanta has adopted new logo last week to present a uniform brand identity. Last month, Sesa Sterlite also announced the changing of name to Vedanta Ltd in a bid better align with its global identity – Vedanta Resources. It aims at a united and aligned identity and reflects Vedanta’s quest to strengthen the linkage between global business, communities and stakeholders. Rusen Kumar, the Editor of India CSR and CSR & COMPETITIVENESS talked to Roma Balwani, President- Group Communications, CSR & Sustainability, Vedanta Resources PLC. Here are excerpts from an interview:
Is the new logo adopted for group identity?
The logo is an outcome of a co-creation exercise with internal stakeholders across geographies and group companies. The group companies will use the new logo along with their existing logos and this move will help align with the company’s goal of being a unifying brand across its Indian and global operations.
How will the new logo strategically position Vedanta’s consistent commitment towards the growth?
Growth is not a lone standing proposition for Vedanta; Growth must rest on the pillars of Sustainable Development. The logo refresh came after ‘Sesa Sterlite Limited’ was renamed to ‘Vedanta Limited’, a significant milestone that promises a united and aligned identity and reflects Vedanta’s journey to strengthen the linkage between our global business, communities and stakeholders. In continuation of having a unified brand proposition, this logo refresh symbolizes Vedanta’s un-waivered commitment towards creating greater value for our domestic and global stakeholders, as a diversified natural resources group of companies.
Logo carries blue and green. What does the change in color pattern signify?
As you have rightly indicated, there is a distinct use of two colors- leaf green and a shade of Yale blue, which symbolize distinct virtues of Vedanta’s professionalism, sustainability, ethics and integrity.
The color ‘green’ symbolizes Vedanta’s ethical credentials and the color ‘blue’ reflects consistent integrity and professionalism. A leaf, an unmistaken ‘symbol of life’ has now been included into the Vedanta globe, signifying the continued commitment to the triple bottom line approach of People, Planet and Prosperity. The ‘globe’ represents the earth with the natural resources. The typeface of Vedanta, denotes a dynamic, energetic and a futuristic feel.
How will this impact the growth and journey of group companies?
The logo refresh is an important step towards an ecompassing identity as a united Vedanta group that drives operational excellence through sustainable growth across all operations. The name change from Sesa Sterlite Limited to Vedanta Limited too marked the integrated approach towards an aligned communication of the Vedanta group. The new logo reflects the company’s journey to strengthen the linkage between our global business, communities and stakeholders. There will be considerable traction that we will see in terms of brand enhancement, monetization and higher credibility in the days to come.
Has the Group adopted new vision and mission with new logo adoption?
The logo refresh is an alignment with the existing vision and mission of the company. We continue to engage and enhance ‘Entrepreneurship, Growth, Excellence, Trust and Sustainability’. Our strategy revolves around organic, long-term value proposition for not just the stakeholders but also the communities whose upliftment is our inherent responsibility.
Do you have any strategy to make aware the stakeholders about the Logo and practices associated with it?
Yes, indeed. Stakeholders, both internal and external are crucial for Vedanta. The logo is an outcome of a co-creation exercise with internal stakeholders across geographies and group companies as each employee is a brand ambassador of Vedanta. Our external stakeholders are informed through transparent communications.
How this logo will impact Vedanta’s global outlook?
The logo reflects Vedanta’s position as a leader in sustainable development and symbolizes Vedanta’s ethical practices as well as our positive on our communities. The logo refresh enhances Vedanta’s consistent commitment to ensuring best practices.
Does the logo have any relation to Sustainability and CSR?
The logo refresh is not consciously aligned to sustainable development. As mentioned earlier, it was co-created by socially responsible internal stakeholders and the colors represent Vedanta’s ethical credentials and consistent integrity and professionalism.