The simple rhombic shape showcasing CEAT was designed in 1983 by Late Prof. RK Joshi. The erstwhile form signified performance, style, strength and durability of CEAT Tyres. The tag line Born Tough extended the significance of the logo further. The two triangles bracketing the word CEAT marks its exclusivity among tyre brands of early 80s when CEAT emerged as one of its first kind. The simple bold letters of CEAT establish a premium position of the products in the market then. CEAT now has a new logo having bold, more geometric characters with simplified lines showing changing perception of speed and mobility of tyres in present era