Tata Motors is an Indian multinational automotive manufacturing company and a well known member of the Tata Group. Products include passenger vehicles such as hatchbacks, sedans, utility vehicles, and sports cars as well as commercial vehicles including trucks, vans, coaches, buses, 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. Tata Motors has auto manufacturing and assembly plants across India, as well as in Argentina, South Africa, Great Britain and Thailand.
Outside India Tata Motors is probably best known as owner of UK brands Jaguar Land Rover and Jaguar, and Tata Daewoo in South Korea.
Addikt was invited to partner with Codesign for the rebranding of the Tata Motors brand. We worked together for almost 1 year to create a new identity that works well for the plethora of Tata Motors products and expressions.
As Tata Motors creates close to 300 artworks per day it was crucial for us to create a system that flawlessly communicates the new brand identity with all the Agency’s Tata works with. We created an online brand portal accessible to the Tata Motors team as well as agencies. This ensures that everybody has accessible to existing brand assets like templates, colours, sonic assets, and motion graphic assets.
The new brand was based on 3 core attributes that drive all brand expressions: thoughtful, expressive & stimulating, and bold. From the start of the project the rebranding was approached as a living brand where motion, sonic and visual were equally important during the entire process.
The Tata Motors visual system in motion brings alive a world of agile mobility solutions focussing on an expressiveness that communicates, grows, reacts, and connects ideas, lives and aspirations.
The system makes use of the 4 brand visual assets, colour palette, typography, grid & grid dots and blocks, to showcase content in one voice. The system is flexible to fit every story or mood desired for a particular expression. It is designed to fit screens of all sizes, be it for social media content, ad films, digital billboards, events & launches, online banners, or in-app promotions.
“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”
The Tata motors Sonic Identity reflects the 3 core attributes that drive all brand expressions from visual to motion and sonic: thoughtful, expressive & stimulating, and bold. The composed soundscape reflects these three attributes and forms the base of all sonic expressions. This means that the soundscape dictates the lead brand key, lead brand tempo, and lead brand time signature for all future compositions. The soundscape includes lighter, clean instrumental notes, and bolder deeper electronic beats to make sure that a fitting sound can be composed for various content and moods. Sonic variations can be composed with a set of sonic assets made available on the portal.
The Tata Motors sound logo was also distilled from the soundscape and is a bold and distinctive sound that introduces and ends any video + audio communication.