BMA undergoes logo change

The 60-year-old management body updates itself with the current marketing thoughts and practices with a fresh identity.

To keep itself updated with the changes in the management landscape, the Bombay Management Association (BMA) has announced a new identity in the form of a logo change.

According to the 60-year-old body, the new, colourful logo symbolises the contemporary management thought and the new brand experience the association intends to offer its members.

While the old logo, with its single colour theme, showed a person standing on the podium with BMA's initials in capital letters. The logo indicated a top down management approach and the authority of management.

In comparison, the new logo marks an amalgamation of the collaborative culture present today. The initials are in small case with the letter 'm' graphically overlapping the other letters on its either side, thereby indicating coming together of management professionals. Each letter is painted with different colours - Indian red, aquatic blue and forest green - symbolising different areas of learning, knowledge sharing and improving managerial skills.

On the new logo, Robby Mathew, national creative director, Interface Communications, says that every element in the logo has a story to tell. "The lower case used in the logo brings alive a more open culture that typifies today's management thinking and one that welcomes participation from the younger generation," he says.

Yogi Sriram, president, BMA, and senior vice-president, corporate human resources, L&T, says, "Lord Tennyson wrote 'the old order changeth yielding place to the new.' Bombay or Mumbai has seen dramatic changes in its corporate landscape. The pulse beat of business in modern India can be felt most significantly in Mumbai. The pulse is epitomised by youth, colour, vibrancy and energy and is ensconced in the new logo of BMA that represents this story of change and robust enthusiasm."

Niteen Bhagwat, vice-president, BMA, and executive director and CEO, Asterii Analytics, adds that the design is a bold step without losing out on the core values of BMA.

BMA is a not-for-profit organisation that provides services that enhance managerial competence and effectiveness in different aspects. The association organises training programmes, lectures, conferences, seminars and experience-sharing platforms.