Crompton Greaves adopts new logo

Electric equipment manufacturer Crompton Greaves has adopted a new logo for the company. The logo sports two equal forces, 'C' and 'G', which unite to create a harmonious 'CG' – illustrating a stronger form and projecting the company as a global player.

Designed by brand consultants Chlorophyll, the colours and fonts of the new logo signify the company's traits: passionate, responsive, down-to-earth and trustworthy.

"Through our new brand identity, all our companies across the world will articulate our shared philosophy and present one unified face to the world," says Sudhir Trehan, managing director, Crompton Greaves.

Part of the $3-billion Avantha Group, Crompton Greaves has been expanding its global footprint.

In 2005, the company acquired Pauwels, which includes operations in Belgium, Ireland, USA, Canada and Indonesia. In 2006, it bought Hungarian firm Ganz and in 2007, Microsol with operations in Ireland, the USA and the UK. Last year, France's Sonomatra and US-based MSE were also acquired by the company.

"Several years into our acquisition drive, we felt that the company must take on an incarnation that reflects its new multinational, multi-faceted nature," says Gautam Thapar, chairperson, CG. He adds that the new image will draw together all the elements of the company, which now spans nine countries.