Tata Technologies launches Human Brand Identity
Tata Technologies has introduced a new Human Brand Identity that is pivoted around its vision of engineering a better world with a focus on ‘Humanising’ the stakeholders – customers, employees, investors & communities and understanding its needs to provide solutions and nurture relationships for mutual success.
Tata Technologies which serves sectors such as automotive, aerospace and industrial heavy machinery among others, partnered with a UK-based designing company to develop a new brand identity that is fresh, clean, with contemporary design and new graphic patterns yet aligns with Tata Group’s purpose of improving lives of communities they serve, addressing the challenges its customers face, providing safe and sustainable solutions and attract talent that wants to learn and grow in a purpose driven organisation.
Commenting on the brand initiative, Santosh Singh, SVP & Global Head – Marketing & Business Excellence says, “As part of our strategic review in FY22, we identified brand refresh as a key strategic initiative. Our new brand identity reflects our global reach, diversity and inclusivity. 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 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."