Tata's Nelco gets new brand identity

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | May 03, 2012
The main objective of this exercise is to stir up the evolution that the company has gone through in the past 72 years.

Nelco Limited, a part of the Tata Group, has unveiled its new brand identity.

Nelco new logo

Nelco old logo

The new look of Nelco symbolises the company's new corporate identity and is a refurbishment of its brand. The main objective of this exercise is to stir up the evolution that the company has gone through in last 72 years of its existence.

While the old logo is a simple blue background with the brand name written in upper case in thick white font, the new one bears the brand name written across a white background in slim blue font, in lower case.

Additionally, the new Nelco logo bears an 'Open Circle' on the upper right corner, which, according to the brand authorities, represents the company's new brand positioning of helping its clients unlock potential. As is evident in the logo, the circle is not a closed one; it is an 'unlocked' open circle.

Further, Nelco's new identity has two spheres, as depicted by the slicing of the common element (the circle). This represents our day-to-day life encounters and the unlocking of potential trapped in the company.

The typeface of Nelco's new identity connotes an individualistic, modern, technology-focused and futuristic outlook. The colour of the font -- turquoise blue - stands for protection, confidence and strength, whereas the dark blue colour of the circle represents truth, modernisation and technology.

With this transformation, Nelco aims to strengthen the brand, unlock value for its clients and consequently unlock the potential of its customers.

The new logo has been designed by Mumbai-based creative agency, MerryMen.

Commenting on Nelco's new brand identity, P J Nath, chief executive officer, Nelco, conveys in a press note, "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."

For the record, Nelco's focus is to help its enterprise and government customers unlock potential by offering solutions in the areas of integrated security and surveillance, VSAT connectivity (Tatanet VSAT), managed services, satcom projects and meteorological solutions.

Nelco caters to enterprises and core industries such as manufacturing, banking, railways, steel, cement, automobile, oil and gas, and defence.

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