Elephant Design Steps into a New Era with a Striking Brand Refresh

Elephant Design, one of India’s most respected independent design consultancies, has unveiled a bold new brand identity to mark its 36-year journey of innovation and leadership in design. Founded in 1989 by Ashwini Deshpande, Ashish Deshpande, and Partho Guha, the studio began as a visionary effort to establish design as a core business function—long before the industry in India truly recognised its value.

From its modest beginnings in Pune to becoming a transformative force across FMCG, healthcare, consumer durables, and services, Elephant has championed thoughtful design solutions tailored for India, while meeting global benchmarks. Now, to celebrate over three decades of impact, the studio is embracing a dynamic new look that encapsulates its past, present, and future.

The refreshed identity features a custom-crafted wordmark that balances precision with playfulness. Each letter interacts with the others, forming a rhythm that reflects collaboration and momentum. Acute, upward angles add a sense of dynamism and intent. A Devanagari version of the wordmark stands proudly alongside, symbolising Elephant’s deep cultural grounding and commitment to “designing for India and from India for the world.”

Ashwini Deshpande, Co-founder and Director, highlights the relevance of rooted design: “Local is never an afterthought for us, because our processes and insights are homegrown and they stand at the forefront of our practice. We've ensured our identity reflects this local-global spirit.”

The colour palette, while grounded in timeless black and white, introduces juicy, youthful accents—hinting at the freshness and vibrancy that continue to drive Elephant’s approach. The rebrand extends beyond the logo, launching alongside a revamped website and soon-to-be-updated brand assets that showcase Elephant’s ethos: expressive, dynamic, and resolute.

As Elephant Design enters this exciting new chapter, it’s clear the studio remains committed to evolving boldly while staying deeply anchored in its founding principles. And this rebrand? It’s not just about looking different—it’s about continuing to think differently.