Reliance Anil Dhirubhai Ambani Group (Reliance ADAG)

Our symbol, ‘Reliance APEX’ conveys the spirit of resolve, the urge for progress, the human desire to reach higher, and the aspiration to ‘always look to the future’.

The APEX is the highest point – the pinnacle – an abiding symbol of hope and optimism, achievement and success.

The new identity has a combination of upper and lower characters representing our openness, our spirit of inclusivity and our accessibility. It also represents our desire to constantly reinvent ourselves in ways that are novel and innovative.

According to them ‘Reliance APEX’ conveys the spirit of resolve, the urge for progress, the human desire to reach higher, and the aspiration to ‘always look to the future’. Do you feel so? Well, I don’t. It stands for "Anil Ambani" and nothing else. And how about the other argument? They say, the new identity has a combination of upper and lower characters representing our openness, our spirit of inclusivity and our accessibility. But I would say take a closer look at the LOGO and tell me do you spot something else? Pick those upper case characters and read together. LIAN. It stands for "ANIL". Thumbs down Mr. Ambani.

Source: ADAG