One of India’s pioneering design consultancies, Elephant Design, has unveiled a bold new brand identity to celebrate its 36-year journey of innovation, influence and impact in the Indian design landscape.
Founded in 1989 by Ashwini Deshpande, Ashish Deshpande, and Partho Guha, Elephant was established at a time when design was barely recognised as a professional discipline in India. From a modest studio in Pune, it has grown into one of the country’s most respected independent design firms.
The consultancy has played a pivotal role in shifting design from an afterthought to a boardroom priority, working across sectors such as FMCG, healthcare, consumer durables, and services. Its approach has consistently demonstrated how contextually intelligent design can address India’s unique challenges while upholding global standards.
To mark this milestone, Elephant has introduced a refreshed identity that reflects its enduring vision and values. The custom-crafted wordmark symbolises both strength and fluidity, with each letter interacting in a way that speaks to collaboration and cohesion. Acute upward slants inject a dynamic rhythm, embodying the firm's progressive spirit.
Significantly, a Devanagari version of the wordmark has been unveiled alongside the Latin script, underscoring Elephant’s cultural grounding.
“Local is never an afterthought for us, because our processes and insights are homegrown and they stand at the forefront of our practice,” said Ashwini Deshpande, Co-Founder and Director at Elephant Design. “As designers who believe in designing for India and designing from India for the world, we have made sure our identity reflects this local-global spirit.”
The updated visual language includes a vibrant colour palette, merging timeless black and white with youthful, energetic accents.
Elephant is rolling out its new identity via a freshly launched website, with the full brand evolution set to follow in the coming weeks.
This redesign is a powerful affirmation of the firm’s ethos – “Expressive, Dynamic, and Resolute” – and a declaration of its continued commitment to shaping the future of design in India and beyond.
“For an ever-evolving practice, there may never be a perfect time to capture the momentum. But this seemed like a time for pronouncing bold creativity with renewed clarity and conviction,” the company noted in its statement.
