Tata Passenger Electric Mobility Introduces New Brand Identity- Tata.ev
Tata Passenger Electric Mobility, a subsidiary of Tata Motors, has launched its new brand identity, Tata.ev, for the EV business. This new identity is aligned to Tata Motors' commitment on sustainability & pioneering innovation as well as Tata Group’s focus towards community development. The new brand identity embodies the core philosophy of "Move with Meaning," unifying the values of sustainability, community, and technology.
Move with Meaning
The word “move” captures how the company is in the business of mobility but also acts as a launchpad to think of this new brand identity as a collective human movement towards EVs, and towards a Safer, Smarter, Greener future. The words “with meaning” build on the intent – they power up what Tata.ev stands for with a clear focus on responsibility, collective action, and future readiness.
As the EV offering grows, Tata.ev identified a clear need for a new consumer-facing brand identity that strengthens its commitment to the future of mobility.
Commenting on the new brand identity, Vivek Srivatsa, Head of Marketing, Sales and Service Strategy at Tata Passenger Electric Mobility, said, “We are entering a new era with Tata.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions. We intend to drive positive change in the automotive industry with a focus on sustainability, community, and technology.”
Highlights of Tata.ev’s brand identity
The brand identity of Tata.ev is developed with Landor & Fitch, reflects the brand platform 'Move with Meaning' with sustainability at its core. All design decisions are purposeful and deliberate in the same spirit as the brand strategy. The visual design embodies Move with Meaning and is accessible, open, and environmentally friendly.
Tata.ev has been designed with key actions, which ensure it follows an environmentally friendly approach:
♦ To reduce ink usage, print collaterals are designed on a white base
♦ To reduce battery consumption and energy usage, all digital collaterals follow a dark mode approach and are designed on a Black base
♦ To ensure wide accessibility, smaller file sizes, quicker loading times, and optimized performance, the font family used is Inter, an open-license and variable font family, to further align with the sustainable approach.
All consumer-facing communication will begin to assume the new brand identity and will be rolled out in a phased manner.
To ‘Go Beyond’, the company has already declared its 3-phase EV strategy, with plans to offer different body styles at several accessible price points, meeting the evolving needs of consumers. The company aims to set new benchmarks in the EV segment by focusing on seamless connectivity, state-of-the-art design, exceptional performance, and uncompromised safety across its electric vehicle lineup.
