Reimagining a country’s financial dialogue

Brand Identity Revamp
Digital-first Brand Design
Brand Book

Challenge

Tata Mutual Fund wanted to revamp its brand identity, starting with its logo. It wanted to evolve the brand design language in keeping with the needs of India’s new investors. This was to be done while carrying forward the legacy of trust synonymous with the company and the Tata Group at large.

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A bold but balanced aesthetic

The brief saw us delving deep into India’s relationship with the brand to emerge with a powerful truth – the new identity must retain the brand’s core attributes of trust, excellence, and responsible ownership. And yet, reflect innovation and growth, resonating with a country in the next phase of its growth.

We arrived at a brand revamp rooted in modern minimalism. In context of the brand logo, we opted for a modern, softer typeface in lowercase. This reflected the evolution – moving away from an old- school tone to a more welcoming and engaging vibe, resonating with a broader demographic. The introduction of a gradient effect symbolized transformation and progress. The fusion colour
palette, featuring blue and green, established the continuity of legacy while embracing sustainability and growth.

A brand book for the times

The new identity and color palette were designed for digital and non-digital semantics, ensuring strong brand visibility across touchpoints. We ensured the brand book for the revamped identity established guidelines for expressions beyond traditional touchpoints, including experiential touchpoints.

“For the moment we got the brief, we knew we had a tough challenge ahead of us. So many iconic brands tend to go wrong when revamping their identity for an evolving customer base. In this case, we ensured the values remain untouched and well-expressed. Our goal was to craft a visual identity that reflects the company’s timeless values and contemporary vision in understated harmony. We are humbled with the result – a distinctive identity that stands out in a crowded marketplace. It ensures the brand remains memorable and impactful.”