Interbrand unveils new logo for JSW Group's latest venture, JSW Defence

Interbrand, the world’s and India's leading brand consultancy, has unveiled a distinctive logo for JSW Group's latest venture, JSW Defence. This initiative marks JSW Group's strategic entry into the defence manufacturing sector, solidifying its presence by acquiring a controlling stake in Gecko Motors Pvt Ltd, a distinguished off-road vehicle company. 

As part of the JSW Group's continued commitment to making, building and transformation for new India and the World, the creation of JSW Defence represents a bold step into the high-stakes world of defence manufacturing. The newly revealed logo, meticulously crafted by Interbrand, encapsulates the essence of JSW Defence, symbolizing strength, innovation, and a forward-looking approach to security solutions. 

While proudly showcasing the Brand at the Republic Day Parade, Parth Jindal, Managing Director, JSW Cements, JSW Paints and JSW Sports, said "As we witness India's defence budget reaching unprecedented heights, currently standing at $73.8 billion and projected to surge to $200 billion by 2030, JSW Group recognizes a monumental opportunity within the capital outlay segment. As a key player in India's manufacturing landscape, we consider it both our duty and a substantial market prospect to 'Make in India for India and the World.' The unveiling of our new logo, crafted in collaboration with Interbrand, signifies our unwavering commitment to pioneering cutting-edge defence solutions. This emblem is a testament to the robust partnership forged with Gecko Motors Pvt Ltd and underscores JSW Defence's dedicated pursuit of enhancing national security through the development of state-of-the-art products. This collaboration with Interbrand has played a pivotal role in creating a visual identity that harmonizes seamlessly with our vision, further solidifying our position in the dynamic landscape of defence manufacturing." 

“Thematically, the new Brand is committed to Partnering the Soldier. JSW Defence’s pledge to being there for the forces stems from this relationship we honour most. We go out of the way, make it personal, get out there to understand the challenges better, stay at the forefront of technological advancements to serve the soldier. For India and the world” added Parth. 

Commenting on the collaboration, Ashish Mishra, CEO, Interbrand, India & South Asia, said "It has been an absolute privilege to partner with JSW Group and work with Parth on this special foray. Our goal was to create a visual identity that not only captures the essence of JSW but marks a specialism. The symbol of JSW was used as an inspiration to create the specialism for the much higher levels of technology and criticality the Defence Brand represented.  The ‘Trident’ logo we've developed is a symbol of a vibrant local defence ecosystem that could support, domestic demands and export for air, water, and land. As a feel, we believed that the symbol for the powerful defence brand itself needed to be very weapon-like. Therefore, the Trident inspired symbol mimics a chakra made with the JSW swoosh. Furthermore, we created the name and identity for the first offering – ATOR, the Advanced Tactical Off Roader from JSW Defence, while maintaining the powerful weapon-like verbal and visual feels.