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TATA MOTORS
Brand Identity
Rebranding for cohesive and effective brand communications around the world.
Tata Motors is an Indian automotive MNC and a member of the Tata Group. Their products include passenger vehicles, commercial vehicles, construction equipment, and military vehicles.
Globally Tata Motors has over 6000 Sales and Service points, employs 60,000 people, has sold over 9 million vehicles and had a revenue of $42 billion in 2016. Outside India Tata Motors is best known as the owner of the UK brands Jaguar Land Rover and Jaguar, and Tata Daewoo in South Korea.
Addikt, in collaboration with Codesign, rebranded Tata Motors.
Idea
Over the period of a year, we created a new identity that suited the many Tata Motors products and expressions.
The new brand is based on 3 core attributes that drive all expressions: thoughtful, expressive & stimulating, and bold.
We approached the Tata Motors brand as a living brand where motion, sonic and visual are synergetic and of equal importance.
“Congratulations on a very comprehensive Motion Guidelines document. I don’t believe I have seen such a thorough and easy to understand Motion Guidelines document.Thank you for guiding us to make the Motion Guidelines central to our brand in an even more visual-centric world”
Sujan Roy. General Manager Corporate Strategy & Business Transformation Tata Motors
Results
A rebranding that communicates a future-ready automotive brand, cohesively and effectively. The Tata Motors identity system in motion brings to life a world of agile mobility solutions and communicates ideas, lives and aspirations.
As Tata Motors creates close to 300 artworks per day it was crucial to create a system that clearly communicates the identity system to all the agencies Tata works with. We created an easy-to-access online brand portal, to help agencies worldwide use brand assets like templates, colours, sonic and motion graphic assets coherently.
Sonic Features
The composed soundscape reflects the 3 core attributes – thoughtful, expressive & stimulating, and bold –and forms the base of all sonic expressions. The Tata Motors sound logo is distilled from the soundscape and is a distinctive sound that introduces and ends any audio-video communication.
