Tata Motors has introduced its new brand identity called Tata.ev for its electric car models under its Passenger Electric Mobility today. From now on going ahead all the future Tata electric car models will sell through this new EV sub-brand.
The brand identity of Tata.ev also gets a brand new logo with Landor and Fitch with the implementation of a new ‘Orbit’ inspired in its logo, Evo Teal colour theme, Inter Typeface font, and new sound design for all the communications of the future electric products. Inter Typeface: The open-source Inter typeface reflects modernity and accessibility. The adoption of an existing font was a decision born by the brand’s sustainability first approach. The sound of TATA.ev: The intent with the motion and sonic logo is to balance between tradition and innovation, and create a feeling of progressing forward. The sound of the brand combines electronic circuits and a powerful ripple sound – truly inspired by the intersection of nature and technology. The character: The ‘bridge’ element has been introduced to infuse character into the typography, imbuing the communication with a sense of motion and dynamism.
Currently, Tata Motors has three electric models on sale including Tiago EV, Tigor EV, and Nexon EV. Recently, the automaker achieved one lakh EV sales milestone in India.
Commenting on the new brand identity, Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd, 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. Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”