Mumbai, Sept. 27: VIP Industries today unveiled a new brand identity to reflect its philosophy of joyful travel through thoughtful products.

The company feels this change is in many ways a rebirth of the VIP brand.

In the new symbol ? the V-Globe ? the ellipse represents the world while V represents joy and freedom from the stress of travel. This is followed by the letters V.I.P, which represent solidity and trust.

Sudhir Jatia, MD of Blow Plast Ltd, the marketing arm of VIP Industries, said the firm’s brand equity eroded over the past few years.