Bangalore: Mid-sized IT firm Mindtree on Friday announced its new brand strategy, saying the new identity seeks to reinforce the company's ongoing transformation to become an expertise-led organisation.

The firm, which had revenues of over USD 400 million in 2011-12, said the new brand identity highlights its differentiated approach to global customers, while also appealing to younger audiences that form the global talent pool of the future.

The brand identity, with tagline 'Welcome to possible', as been designed by Los Angeles-based global strategy branding firm Siegel + Gale.

"Mindtree is looking confidently at the future, standing on the strong foundation that we built in the last 13 years," its Chairman Subroto Bagchi told reporters here.

"Our difference is our unique approach balancing a human perspective with deep strategic thinking which enables us to create possibilities to help our clients succeed," he added.

Mindtree's new logo of multiple strands weaving into a harmonious hub represents the meeting of minds and technology and speaks of humanity while projecting a forward looking momentum, the company said.

The rebranding activity is a strategic component of Mindtree's vision of becoming a billion dollar company and will "bring alive the new values of 'collaborative spirit, unrelenting dedication and expert thinking'," Mindtree added.

Mindtree CEO and MD Krishnakumar Natarajan said the new identity captures the company's values and beliefs.

Mindtree at present has over 11,000 experts.

(Agencies)

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