Tata Technologies Launches HUMAN Brand Identity

Tata Technologies has introduced a new brand identity that is pivoted around its vision of Engineering a better world for all stakeholders, including customers, people, community and shareholders. 

The new HUMAN brand platform embodies a focus on Humanising the stakeholders - customers, employees, investors & communities. Understanding stakeholder needs, Marketing solutions that address their needs, Achieving the desired impact and Nurturing relationships for mutual success.

In the product engineering or technology industry, most companies small and big take pride in the next big tech that they are launching or the next big acquisition they have made. The website and collaterals mostly talk about new technology and profile the next advanced product of the future. 

Explaining this, Santosh Singh, SVP & Global Head - Marketing & Business Excellence, says, "As part of our strategy review in FY 22, we identified brand refresh as a key strategic initiative and worked with a UK-based design consultancy firm to develop a new brand identity with a new visual and verbal design. The program ran for approx. 8 months and covered several discussions with our leadership team and stakeholder groups to finalise the brand attributes that are most valued by our stakeholders, especially our customers and our employees."

The campaign aligns with Tata group's purpose of improving the lives of the communities they serve, addresses the biggest challenge being faced by customers around sustainability as they work towards transforming their product portfolio to sustainable and safe eMobility solutions and attracts talent who want to work with a purpose-driven organisation which offers the opportunity to learn and grow. 

The new Tata Technologies identity with fresh, clean, contemporary design and new graphic patterns makes the visual identity unique. Lively colours and optimistic photography create an authentic, dynamic and flexible brand ecosystem that paves the way to engage better with our people, customers, investors, and key communities. 

He adds, "Our new brand reflects our global reach, diversity and inclusivity with the faces in our photography and video elements. The new human font New Panam skyline and DM sans supplement focus on Humanising the brand. The new verbal design focuses on the better outcomes and impact we deliver to engineer a better world. Our new corporate brand identity with the new visual and verbal design helps us communicate that we are not just another vendor, but someone focused on collaborating as #OneTeamWithCustomers towards solving the biggest challenges being faced by humanity. This new identity perfectly illustrates our passion and commitment, but with links to our heritage. Bound by human ingenuity and an empathy-led storytelling approach, our new identity emphasises the impact of our work. We want to be seen as the modern face of engineering: creative, confident, and people-focused – and getting better every day."