MUMBAI: Tata Group‘s Nelco has undergone changes to unveil a new brand identity.

Nelco is metamorphosing into a new and dynamic enterprise. It has redefined its goals, signaling the arrival of a new era in the history of this respectable enterprise, the company said.The new identity aims to stir up Nelco‘s market presence.

The old logo was ‘Nelco‘ written in upper case with blue background. The new logo of the company has Nelco written in lower case with an ‘open circle‘ on upper right hand side. According to the company, the circle represents the company‘s new brand positioning of helping its clients unlock potential.

MerryMen, a Mumbai-based creative agency, has done the creatives of the new logo.

Nelco CEO P J Nath said, "The redefinition of Nelco‘s brand identity is not just an external logo change; it is a transformation in the attitude of the organisation. Nelco now consolidates its presence with an objective to give its customers a clear understanding of its offerings in various business areas, all under one roof."

Nelco was established in 1940 to manufacture consumer electronic products for the Indian market. It is focused on system integration, automation and product management solutions for industrial controls, power electronics, defence electronics and VSAT networks. It caters to industries such as defence, railways, steel, cement, automobile, oil and gas, paper and ceramics.