Aligning to the commitment to opening up new and infinite ways of communicating in order to find solutions that addressed the young Indian consumer’s present and future communication needs, Identity Counsel shaped the new brand identity for Tata Indicom. The identity consists of a symbol that signified a thought bubble representing constant attention given to every consumer need, dream or want in arriving at a simple solution to meet every expectation. The Tata name has always been equated with trust, therefore, the colour blue, while the symbol through its simple form and yellow and cyan colours represent the human needs of constant excitement and imagining new possibilities.
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 were also developed.