Project Overview
Bajaj Auto entrusted us to extend its iconic logo into a full-fledged, globally consistent brand identity. The objective was to create a unified language that could translate across diverse markets, environments, and customer journeys.
We developed a complete visual identity system—including stripes, patterns, grids, typography, color palettes, brand units, stationery, signage, totems, and facade graphics—ensuring consistency and recognition at every interaction.
As the project evolved, we expanded the scope to create showroom and workshop experiences across Asia, Latin America, and Europe, including spatial design, environmental graphics, in-store brand moments, and a comprehensive uniform system for office staff, reception teams, service advisors, and mechanics. The result was a holistic, scalable brand ecosystem that reinforced Bajaj Auto’s values and presence globally.
Problem Statement
Bajaj Auto operates across multiple geographies and retail formats, each with unique operational challenges and customer expectations. While the brand enjoyed strong recognition, the experience across showrooms and workshops lacked consistency, coherence, and visual storytelling.
The challenge was to:
- Preserve the iconic logo while expanding its expression into a full brand language
- Ensure global consistency across retail and service touchpoints
- Create a system flexible enough for local adaptation without diluting brand identity
- Reinforce Bajaj Auto’s engineering excellence, trustworthiness, and heritage through every customer interaction
Our Approach
We treated the project as a brand ecosystem, ensuring the identity was not only seen, but experienced.
Visual Identity System
We extended the existing logo into a comprehensive identity framework—stripes, patterns, grids, typography, and color palettes—applicable across print, digital, signage, and spatial interventions.
Showroom Brand Experience
Showrooms became immersive brand spaces where identity, hierarchy, and storytelling guided the customer journey. Facades, interiors, graphics, and display zones were aligned to reflect Bajaj Auto’s engineering precision and contemporary outlook.
Workshop Brand Experience
Workshops were designed as critical brand touchpoints. Spatial layouts, branded wayfinding, environmental graphics, and role-specific uniforms communicated professionalism, operational clarity, and the brand’s human-centric approach to service.
Global Scalability
Every design element was modular and adaptable, enabling consistent brand expression across Asia, Latin America, and Europe.
Together, these initiatives created a unified, living brand language, reinforcing Bajaj Auto’s identity across every customer and service interaction—turning every space into a brand experience.
