After 36 Years, Elephant Unveils a Bold New Brand Identity Reflecting Its Evolution

After more than three decades of shaping brand stories across India and beyond, renowned design consultancy Elephant has introduced a striking new brand identity—its first major refresh in 36 years. This update not only signals a visual evolution but also reaffirms the firm’s commitment to clarity, purpose, and future-ready creativity.

For an agency that has been behind the transformation of many iconic brands, the redesign of its own identity is more than symbolic—it's a statement of where Elephant stands today and where it’s headed.

From Legacy to Modernity: A Natural Evolution

Founded in 1989, Elephant has consistently championed user-centered design thinking, pioneering brand strategy and experience design in India long before those terms became buzzwords. The firm has worked with brands across sectors—from retail giants to FMCG leaders—bringing consistency, elegance, and depth to their visual storytelling.

But after 36 years, even the most enduring brands need to evolve. Elephant’s leadership recognized the need to align its visual identity with its current values, capabilities, and the increasingly digital-first landscape it serves.

A Clean Slate: What’s New in Elephant’s Identity

The new brand identity reflects a minimalist and modular design philosophy, stripping away the excess while preserving the soul. Here’s what has changed:

• Logotype: The refreshed wordmark is cleaner, more geometric, and lowercase—symbolizing humility, openness, and approachability.

• Color Palette: Elephant’s signature blue remains, but now appears alongside a neutral gray and muted secondary tones, offering flexibility and clarity across platforms.

• Visual Elements: The agency now employs dynamic graphic forms and systems, rather than static logos—embracing motion, fluidity, and adaptability in today’s multimedia world.

Overall, the design is structured to perform across formats—print, digital, spatial, and even sonic—making it a truly future-ready identity.

Designing for Themselves: A Unique Challenge

Design agencies often find it most difficult to brand themselves. For Elephant, the process involved months of introspection, collaborative workshops, and internal critique. The objective wasn’t just to look modern—it was to craft a system that reflects how Elephant thinks, works, and impacts.

Rather than outsource or fast-track the project, the agency took a deliberate, in-house approach. This enabled every designer, strategist, and leader to have a voice in the transformation. The result is a system built not just for recognition, but for belonging.

A New Purpose Statement: Clarity by Design

Along with its visual refresh, Elephant also unveiled a refined purpose:
“Clarity by Design.”

This three-word statement encapsulates the agency’s mission—to distill complexity into simplicity, whether it's a business challenge, a product interface, or a brand experience. In a noisy world, Elephant positions itself as a calm, creative force for clarity.

The new identity and purpose come together to reflect the firm’s mature yet innovative ethos, bridging its legacy with its aspirations.

Beyond Aesthetic: A Strategic Brand System

Elephant’s rebrand isn’t limited to just fonts and colors—it introduces a scalable design system. The framework includes:

• Content templates for consistent communication

• Flexible grids and icons that adapt across industries

• Tone of voice guidelines that reflect clarity and confidence

• Motion principles for use in digital and video

This system ensures that the brand remains cohesive across media, adaptable across client categories, and always relevant in the fast-changing design ecosystem.

A Response to the Times

In a world where branding is increasingly digital, ephemeral, and user-driven, Elephant’s new identity serves a clear function: it’s made to live across screens and touchpoints, rather than sit on office walls.

The rebrand also reflects the design industry’s shift toward systems-thinking, where flexibility, scalability, and user experience are just as important as visual aesthetics.

How the Industry is Reacting

Design professionals, brand leaders, and creative communities have welcomed Elephant’s rebrand with enthusiasm. Many have praised the firm for demonstrating that even after 36 years, a company can embrace transformation with elegance and substance.

In forums and industry panels, Elephant’s shift is being seen as a blueprint for legacy agencies looking to refresh without losing their core.

Conclusion: Rebranding with Purpose, Not Just Style

Elephant’s new brand identity is not a break from the past—it’s a thoughtful continuation. It reflects the agency’s journey, embraces the future of design, and stands as a reminder that clarity is the ultimate creative strength.