TATA Motors

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Brand Identity

Rebranding for cohesive and effective brand communications around the world.

The Challenge

Tata Motors, with over 6,000 global sales points and 60,000 employees creating 300 artworks daily, needed cohesive brand communications across their diverse portfolio—from passenger vehicles to construction equipment. The challenge was creating a system that could work effectively across all global agencies and touchpoints while reflecting their automotive leadership position.

Our Approach

The Idea

Working with Codesign, we created a living brand built on three core attributes: thoughtful, expressive, stimulating, and bold. The approach treated motion, sonic, and visual elements as synergetic and equally important components of the identity.

Execution

Over one year, we developed a comprehensive system including visual identity, sonic branding, and motion guidelines. An online brand portal was created to help agencies worldwide access templates, colors, sonic assets, and motion graphics coherently across all 6,000+ touchpoints.

Impact

Results

"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

User Adoption

The online brand portal enabled consistent asset usage across global agencies handling Tata Motors' 300 daily artworks, creating systematic brand coherence worldwide.

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.