Tata Motors Goes BIG In Electric Vehicle Business, Launches New Brand Identity TATA.ev

Tata Motors-backed subsidiary, Tata Passenger Electric Mobility on August 29 launched its new brand identity, TATA.ev, for the electric vehicle business. This move is aligned with Tata Motors' commitment to sustainability & pioneering innovation as well as Tata Group's focus towards community development.

According to Tata Motors, the new brand identity embodies the core philosophy of "Move with Meaning," unifying the values of sustainability, community, and technology. It is the first step towards providing differentiated and meaningful experiences for customers in the form of a collective initiative to move towards an electric future that is better for the planet and its inhabitants.

Tata Motors said, all consumer-facing communication will begin to assume the new brand identity and will be rolled out in a phased manner.

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. 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."

Key highlights of TATA.ev's brand identity:

- The brand identity is developed with Landor & Fitch, reflecting 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.

- The ".ev" in the logo mark is enclosed within the Orbit. The dot pattern from Tata Motors' branding is now made of larger circles in a distinct grid. This Orbit embodies how TATA.ev fosters a circular ecosystem of human and environmental interaction, all progressing toward creating a brighter future.

- The brand's distinct Evo Teal colour, a fusion of technology and sustainability, symbolizes TATA.ev's innovation and tech-forward capabilities while highlighting the brand's commitment to move towards a sustainable future.

- 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 'bridge' element has been introduced to infuse character into the typography, imbuing the communication with a sense of motion and dynamism.

- 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.

Further, Tata.ev will ensure -- to reduce ink usage, print collaterals are designed on a white base; reduce battery consumption and energy usage, all digital collaterals follow a dark mode approach and are designed on a Black base; and ensure wide accessibility, smaller file sizes, quicker loading times, and optimized performance.

Recently, the company crossed the milestone of selling 1 lakh Tata EVs.