Identity Counsel creates the new Tata Indicom identity

MUMBAI: Telecom firm Tata Indicom has appointed Identity Counsel, Singapore, to create its identity to give it the image of an innovative multifaceted communication company.

Tata Indicom VP and head ? brand marketing Abdul Khan says that the new logo represents the company's commitment to opening up new and infinite ways of communicating, in order to find solutions that address the young Indian consumer's present and future communication needs.

The new identity designed by Gayatri Gopaldas of Identity Counsel, Singapore consists of a symbol which signifies a ?Thought Bubble?. This represents Tata Indicom?s constant attention given to every customer need, dream or want in arriving at a simple solution to meet every expectation.

Khan says, "We chose Identity Counsel because they understandd where we as a company stood and where we planned to take it. As soon as the creative was presented we knew we had a hit. The symbol truly visualises our understanding of our customers needs and dreams and our promise to fulfill them".

The Tata name has always been equated with trust therefore the blue, while the symbol through its simple form and yellow and cyan colours represent the human needs of constant excitement and imagining new possibilities.

Gopaldas who co-founded Identity Counsel says that the focus of the identity is purely on the fact that Tata Indicom is walking the talk of offering innovative products and solutions to its customers simply because the company thinks two steps ahead. The idea for the symbol had to be simple, engaging, inspiring, approachable and authentic to the Tata Indicom brand.

"The symbol along with the Tata Indicom logotype had to federate the diverse service and retail brands in their national portfolio. Power applications such as retail facades, public telephone booths, phone cards, print collateral, uniforms and vehicles are also being developed."

Since the launch of the new identity and the new advertising campaign created by McCann Erickson, Tata Indicom has crossed the four million subscriber mark and has emerged to be a force to reckon with.

Gayatri Gopaldas is a specialist in corporate and brand identity development. Her clients include some of India?s leading companies, Mahindra and Mahindra, Dr.Reddy?s, Asian Paints, Onida, Titan, and Tata Indicom. Gayatri co-founded Identity Counsel, four years ago.

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