supply chain and logistics solutions provider Transport Corporation of India (TCI) has launched its new corporate logo and brand line on the completion of its 50th year.
As a part of the re-branding exercise, TCI has adopted 'Moving together, growing together' as its new tagline. The new company logo has been given a spiral effect. It has been taken from the old triangle to show TCI's metamorphosis. The colour palette - yellow and black has been chosen to reflect the philosophy of customer responsiveness and progress. The chrome yellow represents friendship, optimism, warmth and energy. This contrasts with the black shadows, which signify stature, authority and boldness.
Speaking to afaqs! regarding the re-branding exercise and it's purpose, Chander Agarwal, executive director, TCI says, "All these years down the line we have followed a set pattern and therefore now we believe it's time for the wind of change to blow over us. Celebrating 50 years in the industry is a landmark achievement and so we decided to announce our plans of re-branding, on this occasion. This exercise will surely help us surge ahead, as, by 2010 we plan to be a Rs. 2000 crore organisation and go global."
In an official communique, DP Agarwal, vice-chairman and managing director, TCI, says, "This year is of great significance to us as we have successfully completed 50 years of 'Moving the Nation'. We believe that a brand is a living entity and it refreshes our identity."
While speaking about it's communication strategy, officials assert that they would launch their new ad campaign by November 2008. Though the communication strategy would be having heavy direct mailing (DM) activities, they would also concentrate on other media vehicles sans radio. Officials refused to comment on a proper break-up of spends in each medium.
For the record TCI is a Rs.1450 crore organisation with a network of over 1200 company owned offices. Over the years, it has grown to become a full-fledged logistics company providing end-to-end logistics solutions such as tracking express delivery, supply chain solutions, shipping, amongst a host of others.