'TATA.ev' is the new brand identity of Tata's EV business

The idea behind the 'TATA.ev' branding is based on the philosophy of 'Move with Meaning'.

Tata Passenger Electric Mobility (TPEM), a subsidiary of Tata Motors, has launched its new brand identity, TATA.ev.

According to the company, TATA.ev is based on the philosophy of 'Move with Meaning', where sustainability, community and technology come together.

The TATA.ev logo features the Tata emblem with ".ev" enclosed in the "Orbit", which is said to symbolize a circular ecosystem. The "Orbit" itself has a thin-to-thick stroke, which according to the company, symbolizes mobility in progress. The Evo Teal colour is said to highlight the brand's commitment towards a sustainable future. It also symbolizes innovation and tech-forward capabilities.

TATA.ev's print collaterals are designed on a white base to reduce ink usage, while digital collaterals are on a black base to reduce battery consumption and energy usage. Smaller file sizes, quicker loading times and optimized performance are said to ensure wider accessibility. The font family used is Inter, an open-license and variable font family.