Design firm Umbrella is in the process of completing the corporate brand identity for VE Commercial Vehicles (VECV), a joint venture between the Volvo Group and Eicher Motors.

VECV is a 50:50 joint venture to sell the Eicher range of trucks and buses, as well as the Volvo range of trucks. This is the first time in India that a joint venture company has chosen to have an identity that is distinct from its parent companies.

The colour blue in the logo (the colour of the Volvo logo) symbolises stability, trust, confidence and technology; whereas red (the colour of the Eicher logo) stands for energy, speed, aggression, strength and power. Black, the colour of the logotype, though neutral, adds sophistication and professionalism.

VECV is operational since July 2008 and has over 3,000 employees. Its sales and support network comprises more than 300 points across the country. Outside India, the group has offices in USA and China.