Satyam Computer Services Ltd, the infamous information technology services provider, has unveiled its new brand identity, 'Mahindra Satyam'.

This strategic move paves the way for the emergence of a robust brand, which draws from the core values of the Mahindra Group and the inherent strength of the Satyam brand, the company said in a press release yesterday.

 The logo will be adopted from the Mahindra Group.

The rebranding is aimed at synergising Mahindra Group's best management practices while focusing on nurturing Satyam's innate skills and capabilities.

In April, Tech Mahindra bought 31-per cent stake in the fraud-hit IT major for Rs1,756 crore through issue of preferential shares in an auction process. (See: Tech Mahindra edges out L&T to acquire Satyam).

Speaking on the rebranding initiative, Anand Mahindra, vice chairman & managing director, Mahindra Group, said, ''Customer centricity, high standards of corporate governance, unimpeachable ethics form the cornerstones of the Mahindra Group. This rebranding exercise symbolises an amalgamation of the Mahindra Group's values with Satyam's fabled expertise, even as it retains that part of Satyam's identity which signifies commitment, purpose and proficiency of the organisation and its people.''

 ''This is a significant milestone towards the recovery of the company. We are optimistic that this new brand will re-energize the organization and will be well received by all our stakeholders,'' Vineet Nayyar, executive vice chairman, Satyam board, commenting on the new identity.

''With this initiative, we will witness steps by the management to adopt and inculcate the values of 'performance and customer first', 'good corporate governance and citizenship', which are drawn from the Mahindra Group,'' Nayyar added.

On Thursday, Tech Mahindra received US anti-trust authority's approval for its Rs1,154 crore open offer for the purchase of an additional 20 per cent stake in Satyam Computer Services Ltd. (See: Tech Mahindra gets US regulatory nod for Satyam offer).

Satyam stocks are trading at Rs78.85 at 9.58 am, up 1.09 per cent from its Friday's close of Rs77 on the Bombay Stock Exchange.