Hero MotoCorp

Enter Hero MotoCorp. The new identity – created by Wolff Olins was launched on the 9th of August in London (cannot understand why) at the O2 center with dealers, employees and other stakeholders in a all out gala event – true Indian style. The extravaganza included the launch of two new products along with the launch of the all new identity

Munjals buying Honda out,Hero and Honda parted ways in early 2011 after a 25 year JV;  As part of the agreement the Hero Group was allowed to continue using the ‘Hero Honda’ brand and mark for another 3 years but, clearly the Munjal led Hero Group has wasted no time.

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To be honest – he mark is not remarkable in any way. But this is probably a client issue and not Wolff Olins’ fault. They seem to have taken forward the ‘H’ in a more abstract form. The colors have been retained and I’m not convinced that this is a good thing. Admittedly the previous mark had red and black as the primary colors but it’s not clear that there was much equity to retain. The mark was previously bastardized on a weekly basis by shabby Indian Ad agencies and a significant jump would have made the group’s intentions clearer. The typography seems very, very, very weak. an uppercase ‘H’ with lowercase ‘ero’ at the same height just make it look like a joke or something that was written by a cutesy kid just learning to write – why not just turn the ‘e’ around.
But what is really great – is the name. Hero MotoCorp gives it this right out of Detroit, RoboCop feel. Which was critical. ‘Hero’ without ‘Honda’ raised fears of technological prowess or the lack of it. ‘MotoCorp’ will help cross-off those early doubters – instilling confidence but, at the end of the day it’s really upto Hero to ensure the brand does not promise more than it can deliver.
At the end of the day though, it is almost unfair to judge any automotive brand in 2D. The exciting part will be the bug that goes on the fuel tanks. More fun to come?