Outsourced services provider Wipro Ltd said it was undergoing a rebranding to reflect its evolving business.

“The new brand identity signifies a higher level of engagement and brand permission that helps clients leverage Wipro’s expertise to address their business requirements and drive future opportunities in this digital era,” the company said.

As part of the new brand identity, the company also unveiled a new logo.

“The new logo represents the way the company “connects the dots” for its clients: integrating deep technology and domain expertise, applying insights from across industries, and consistently delivering world-class integrated, end-to-end capabilities and services,” it said.

The individual elements in the logo represent ideas, insights, technologies, industries and geographies, the company said.

Along with its new identity, Wipro has also rearticulated the Spirit of Wipro, its core values: Be passionate about clients’ success, Treat each person with respect, Be global and responsible, and Unyielding integrity in everything we do.

The move has come as the company is transforming itself from a provider of cheap engineering and business processing talent to a proper IT solutions provider.

Indian outsourcing companies such as Infosys, Wipro and TCS emerged as places where companies based in the US and other high-cost economies could find cheaper IT workers who could work remotely using high-speed data links.

Over time, these companies evolved their business models and now offers their own solutions, platforms, products and technologies.

However, most still get about half their revenue on a ‘time and resources’ model — meaning that clients pay them based on the number of people that are allocated to the client.

With the US government changing visa rules, the legacy business model has suffered yet another shock. It was already reeling from the impact of the emergence of sophisticated algorithms and software that threatens to make most IT employees redundant.

Wipro has been relatively more successful compared to others in overhauling its business and introducing automation and newer technologies. The company has used automation to reduce its employee requirement by 12,000 over a nine-month period.

Azim Premji, Chairman, Wipro Limited said, “Our brand identity is a visual expression of what we do and mean, for our clients. And this is directly energized by our Values. The Values are our core and our beacon, the bedrock of our culture. Our rearticulated values connect and resonate deeply with the new, vibrant, brand identity.”

Abidali Z. Neemuchwala, Chief Executive Officer and Executive Director, Wipro Limited said, “The new brand identity marks our journey of transformation in the digital world. Our brand refresh signals an even closer engagement with clients, greater innovation, and a deeper impact on their business. It is contemporary, reflecting the diversity and aspirations of our employees.

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