Elephant Design unveils new identity

Founded in 1989, when design was barely recognised as a professional discipline in India, Elephant Design emerged as a pioneering force. To mark 36 years of innovation, Elephant Design has unveiled a bold new identity that reflects its transformative journey. 

According to the press release, the custom-crafted wordmark balances stability and agility, with each letter interacting dynamically. Sharp upward slants create a sense of movement, while a Devanagari version reinforces the brand’s cultural roots.

The refreshed colour palette introduces a fresh, youthful energy with vibrant accents alongside timeless black and white.  

What began as a small studio in Pune has since grown into one of India’s largest and most respected independent design consultancies. The founding team, Ashwini Deshpande, Ashish Deshpande, and Partho Guha, shared a revolutionary vision of establishing design as a crucial business function in a market that had yet to grasp its value. Over three decades, Elephant has played a key role in shifting design from an afterthought to a boardroom priority across Indian industries.  

The consultancy’s work in FMCG, healthcare, consumer durables, and services has consistently demonstrated how thoughtful design can navigate India’s unique complexities while meeting global standards.  

“Local is never an afterthought for us,” says Ashwini Deshpande, co-founder and director. “Our insights are homegrown, and they drive our practice. As designers working for India and from India for the world, we wanted our identity to reflect this local-global spirit.”

The new identity launches alongside a completely redesigned website, with other brand assets rolling out in the coming weeks. This evolution reinforces Elephant’s core principles: For a constantly evolving practice, there’s never a perfect moment to pause, but this milestone offers a chance to celebrate bold creativity with renewed clarity.