Gautam Adani arrived in Mumbai in the 1980s with only a few hundred rupees to his name and is now the world’s 81st richest man. His company, Adani, started out as a small import/export firm. It then moved into cargo, coal and oil and has swiftly expanded over the past decade to become an Indian energy giant, owning India’s largest private port as well as mines in Australia and Indonesia. In the process the Adani group has faced accusations of environmental damage and tax evasion. Like a lot of other firms in emerging economies, Adani had grown at such a pace and in so many directions, that there was no time to develop a coherent brand or tell a consistent story to customers or employees. That’s when the Dubai office of Wolff Olins set to work.

Adani Unveiling from Wolff Olins on Vimeo.

They seem to have succeeded in making sense of this sprawling conglomerate and drawing together the various sides of its business. The logo and bespoke typeface provide Adani with a friendly-looking, up-to-date corporate appearance. The new identity will be launched today February 23rd by Gautam Adani.

Wolff Olin’s video makes clear the extent of the challenge, as well as displaying the neatness and clarity of the solution.

Adani Brand Story from Wolff Olins on Vimeo.