A Bengaluru based Graphic Design studio With the change in the market image of CEAT from just being a maquee of strength and endurance in CEAT tyres to additional benefits of radials and tyres, the logo acquired a fresh look. The new logo represents the new concept of ‘Take it on’. Visually, the use of parallel lines to depict ‘E’ in CEAT connotes the tangible qualities of performance, sturdiness and durability of the new range of CEAT tyres and radials. The objective of using funky orange in E along with blue and white was to connect with the youth. The new look imbibes modernity and a dynamic freshness in the form.