All of us know the importance of a brand. Companies like Apple, Bharat Petroleum, Adidas, State Bank of India, to name just a few are known not just for their products but also for their logos. For most of us, there is no need to even read a company’s name when we see an easily identifiable and famous logo!

Stories of inspirational brands and logos were on our minds when we created our own path to an easily identifiable, distinguished, and respected brand. Stay with us as we tell you the story of water and Kohinoor Taro!

Inside and Outside
At Texmo Industries, we believe that a good brand will always be supported by:

• Good products

• Great service

• Solid company culture and

• A commitment to improvement

Internally, we have all the above covered! Our products are backed by a performance guarantee. 9 out of 10 customers rate our service highly. Our company culture is built around people, and a rich legacy of values. And continuous improvement is in our DNA.

There are many more factors that have made our company realise that we should not be limiting ourselves to selling products but go beyond and support life itself. Our products help farmers and customers manage water – a life-giving, life-nourishing resource.

Water and our logo
One of the most magnificent sights we behold with every pump installation of ours is that of water cascading forth from a Taro pump set. And so, our logo reflects these jets of water that spring forth from the earth through our pumps and flow into the fields.

Many years ago, we standardised many elements of our logo. We redesigned it so that the colour, and the spaces between the ‘jets of water’ remain same and proportional regardless of where the logo is used. So, you can now see this logo on our website, product packaging, promotional materials, signboards, and all our online content. Many of our customers have told us that it helps them find and identify Taro Pumps stores easily too.

Keeping it precious
Our connection with water is immeasurably valuable. The energy and fluidity of this resource is what we channelise when we create our work processes too. And therefore, it made complete sense for us to include this precious resource into our font too. The gorgeously fluid Kohinoor Taro font is a bespoke font that lends itself to our products seamlessly.

Look closely and you will see tiny streams of water coursing through the letters above!

Typography is a crucial tool for any brand. It may be a small aspect, but it is crucial. Fonts deliver subliminal information to the viewer. So, when you see a distinctive font like Kohinoor Taro, you know that Taro Pumps stands for water and for the life it supports.

The marked elegance of Kohinoor Taro made it a classic fit for our brand.

We paid careful attention to other aspects of the brand too – our wallpapers, icons, colours and so on. And we hope you will stay with us as we tell you those stories too!