Opinion BY Armin

New India Cellular Provider Goes Geometric

Earlier this year, Tata Group, one of the most prolific corporate groups in the world in categories like cars, telecommunications and steel among others, partnered with Japan’s NTT DOCOMO, a leading cellular service provider, to introduce a new cellular service in the overcrowded market — more than 350 million existing customers — in India, Tata DOCOMO. To break through the competition, Tata DOCOMO has some pricing tricks like charging per second, rather than per minute and rewarding minimalist text messagers, charging by the character, rather than per message. Built around the brand idea of “Do,” Tata DOCOMO comes in a colorful identity package designed by Wolff Olins.

Different color combinations and logo configurations, above. Stationery, below.

The first thing I’ll note is that I can’t imagine having to bring together two insanely large and complex corporations together to create a new brand that most also represent the brand values of each, and it’s nice to see that we didn’t get just a mash-up of the two corporate logos. Tata’s logo is there and I’m sure that speaks to the familiarity that brand has in India and it allows the Japanese, and I’m assuming less known, brand to become the more playful component.

A pretty big billboard, above. A pretty small SIM card, below.

The second thing I’ll say is that it’s hard to look at this new identity and not think of Pentagram’s work for the Museum of Art and Design. I’m not saying Wolff Olins copied them, but in the design realm it’s hard to ignore high profile work that precedes this by almost a year. Nonetheless, customers of Tata DOCOMO could probably care less about what a highfalutin museum in New York City has for a logo and as trend-following — chunky geometric letterforms — as this logo is, it probably works perfectly in the market through Tata DOCOMO’s brand attitude. And as the animations below show — part of a Diwali Animation Contest — the logo is ripe for co-option by its audience. It’s friendly and modular, but more importantly, it has given playful permission to everyone to muck around with it. In good Wolff Olins fashion the identity isn’t just the logo but the sum of its parts

Cute cat animation. More videos available here.

Winner of the Diwali Animation Contest, Ramanik Chandrakant Pevekar.

DATE: Oct.15.2009CATEGORY: Telecom 47 COMMENTS

arnoldP’s comment is:

Very cool. A lil childish perhaps, but it works

On Oct.15.2009 at 10:30 AM

Moeed Mohammad’s comment is:

Its OK at best. Its just been done so many times, for so many things.

That being said, it won't be fresh for long. Its just something that can't be around for long, it gets boring (if it isn't already).

Designing with trends (even old ones) is like putting a time bomb on your design. The TATA looks cool though.

http://twitter.com/moeedmohammad

On Oct.15.2009 at 10:30 AM

BlueEyedPeas’s comment is:

Kudos for the cool factor, and the strong color scheme (black always works for me) provides for maximum visibility, but still... pacman?

On Oct.15.2009 at 10:36 AM

Andy’s comment is:

Colors are very nice, and I like the alterations made to the logo in practice, making it playful by increasing the scale of the 'Os' a bit. The geometric letterforms are a little clunky and difficult to read, and trendy, but I think the concept behind this identity goes beyond the scope of typeface; I think different letterforms could work just as well.

On Oct.15.2009 at 10:48 AM

Barkley’s comment is:

Wolff Olins- hahahahaha! Biggest bunch of frauds on our field. Every time I see them pop up in the media I just cringe and think- oh no they found another victim.

On Oct.15.2009 at 10:54 AM

Nick’s comment is:

I don't know, maybe it's because I live in New York... but all I see is a rendition of the MAD (Museum of Art and Design) brand. It's not that I don't like it, it's just a little too close for comfort for me... at least concerning the logo.

You guys tell me...
http://www.madmuseum.org/

I will say that the implementation of the brand is nice...

On Oct.15.2009 at 10:57 AM

Nisio’s comment is:

There's something beautifully Saul Bass about those animations.

On Oct.15.2009 at 11:03 AM

Lake Geneva personal injury lawyers’s comment is:

I like it, might have trouble lasting like others have said but it works for me and if it get's enough play it can figure the future out later.

On Oct.15.2009 at 11:57 AM

Erin’s comment is:

My two immediate, simultaneous reactions are "I like it" and "PacMan." (Does anyone else see PacMan? Arty PacMan, Square PacMan, PacMan in repose... Sorry.)

The logo alone doesn't terribly excite me, but I really like the usages shown, the stationery is grand, and I love the animations.

On Oct.15.2009 at 12:07 PM

BWJ’s comment is:

Sure, geometric type has been done before, but most things have.

The execution is really nice and the way the system is being implemented looks great. I also really enjoy the animations, even if they do look a bit Pac-Man esque...who doesn't love Pac-Man?

On Oct.15.2009 at 12:19 PM

Daniel Lombardi’s comment is:

I'm a huge fan of Pentagram's Museum of Arts and Design. Although I like the execution here, the "M" seems a little too close for comfort to Pentagram's MAD brand. Just sayin' …

On Oct.15.2009 at 12:57 PM

meg hunt’s comment is:

If nothing else I really like the animations-- they remind me of Colorforms more than Pac-Man...

On Oct.15.2009 at 01:13 PM

JM’s comment is:

I love it!

The animations are particularly nice.

Congrats to the designers at Wolf Olins.

On Oct.15.2009 at 01:19 PM

Patrick Algrim’s comment is:

Why can't we start focusing on how well the clients goal is achieved in comparison to the firms design. That's the true ROI of design. Instead, we choose to focus on "Who did it first." When in reality, that's not what makes good design, and that's not what creates a campaign that actually works. The design industry needs a new focus on what is "successful" design.

On Oct.15.2009 at 01:48 PM

TATA DOCOMO’s comment is:

@JM the animations are not made by Wolf Olins :)

On Oct.15.2009 at 02:32 PM

Armando’s comment is:

I don't know, maybe it's because I don't I live in New York... but I don't see a rendition of the MAD (Museum of Art and Design) brand. : ) Didn't even it existed! : (

Anyways. Like it very much.

On Oct.15.2009 at 02:41 PM

Armando’s comment is:

I don't know, maybe it's because I don't I live in New York... but I don't see a rendition of the MAD (Museum of Art and Design) brand. : ) Didn't even know it existed! : (

Anyways. Like it very much.

On Oct.15.2009 at 02:46 PM

JD’s comment is:

I don't care for the identity, it's clunky, hard to read, and too trendy. The M is an obvious rip-off (at least to me) or a borrowed element (whatever you want to call it). This brings up a good question though. When we are using others work for inspiration, when is it too far? Too me this is a straight copy and definitely over the line.

However, I think the applications of the logo are nice. The colors are great, and they especially rock on the black!

On Oct.15.2009 at 02:55 PM

David’s comment is:

IMHO I think the idea of formulating an identity that revolves around a counterless block type style isn't original to beging with. There have been many similar ideas like that done in the past before. Simply because a large studio such as Pentagram decided to create it and exploit at that scale first, doesn't make them 'original', or the 'first guys' that did it. I think TATA DOCOMO is a fairly valid execution and not only that, they went far more creative in playing with the brand animations. "Yes, it's cool...yes, it's trendy, but for how long before it needs another rebrand?" Not sure. Same question can be asked about Pentagram's execution for MAD. In this case, I think if Pentagram had a truly 'original' idea, it would be harder to 'imitate'.

On Oct.15.2009 at 03:04 PM

John’s comment is:

A bit of a raised brow for the effort. Kudos to Pentagram, just shrug and smile.

John

On Oct.15.2009 at 03:24 PM

Adam Haase’s comment is:

The M looks very familiar.

http://www.environment.gov.au/settlements/local/ccp/images/monash-logo.jpg

On Oct.15.2009 at 03:55 PM

jayshells’s comment is:

does this remind anyone of Michael Beirut's solution for the Museum of Art & Design in NYC????????????

http://www.madmuseum.org/

On Oct.15.2009 at 04:44 PM

Armin’s comment is:

Sometimes I question why I even write anything at all. Sigh.

On Oct.15.2009 at 05:49 PM

NatalieB’s comment is:

I like the stationary a lot but the dark background applications feel very 70's and juvenile. I agree that this style is probably too trendy - but I still enjoy the stationary for now.

On Oct.15.2009 at 05:53 PM

NatalieB’s comment is:

@Armin Ha, yeah I noticed that. At least they aren't picking apart typos this time.

On Oct.15.2009 at 05:55 PM

K. West’s comment is:

I was sold once I saw the animations. What a great jingle!

On Oct.15.2009 at 09:05 PM

Glenn Sakamoto’s comment is:

Well, if you are going to copy it might as well be from the best...

On Oct.15.2009 at 09:35 PM

brandvale’s comment is:

It's fascinating?TATA is a respectable brand.

On Oct.15.2009 at 10:21 PM

Takach’s comment is:

DOCOMO Brand Ingredients

2 Cups MAD Museum
1 Cup Bold Colors
1 teaspoon of scale change
and a dash of Pac Man

Directions

Mix the ingredients in bowl really really hard and hope to hell nobody notices the aforementioned "influences"

On Oct.15.2009 at 10:55 PM

Tushar’s comment is:

I agree with the author. Tata is a strong brand in India. History, experience, consistency, quality all those tangible attributes are associated with it. The TATA logo (also designed by Wolff Olins) stands as a memorable device to associate those attributes with it's products and services. I have my doubts they will ever change it. That said, it seems even more appropriate that they took this direction, with Docomo, being the quirky, playful one. It all seems as if it could not have been any other way, which makes this approach - brilliant.

But is it visually brilliant? Stand alone, maybe not, but in it's application with respect to the animation, i think it is excellent.

On Oct.15.2009 at 11:24 PM

Mary C’s comment is:

Damn! wish I had done this.

MAD, meh whateva!

On Oct.15.2009 at 11:39 PM

Flo’s comment is:

Armin whats that second poll supposed to mean? we're to choose between trendy+boring and untrendy+fun?

On Oct.16.2009 at 03:21 AM

Iulian’s comment is:

Thank you, Wolff Olins (and Saffron, for that matter) for showing us that simple solutions work, sell & make a statement!

On Oct.16.2009 at 04:30 AM

Splashview’s comment is:

Nice and fun enjoy it, but docomo, dosen't a a 1st mobile operator in Japan.

On Oct.16.2009 at 06:00 AM

grace’s comment is:

WOW - love it,

but its so now - this look will be out of date in 12 months - 2 years time tops!

On Oct.16.2009 at 07:22 AM

Jeff’s comment is:

To those that say the design is too trendy and will need to be changed in a few years - isn't that the current group think at most companies? We see companies left and right abandoning venerable marks for something 'today' - and then switching them just as fast. If this happens with Docomo, it will just be par for the course.

On Oct.16.2009 at 07:59 AM

Sara’s comment is:

I like the playfulness and use of color. On the other hand, I'm getting a bit tired of retro/throwback design. This and so many other more "trendy" designs look more like they belong in the 70s.

On Oct.16.2009 at 08:29 AM

Darrel ’s comment is:

It may be trendy, but it's a trend that can hold up much better than most due to it being, for the most part, based on very sound, basic principals of form and color. It's hard to really date this as being overly '2000s' any more than 'overly 60s, 70s, or 80s'. OK, maybe it's not very 90s. Anyways, point being I like the simplicity and boldness of this and, after all, that's the kind of identity design that seems to hold up best over time.

On Oct.16.2009 at 01:00 PM

Koodoz Design’s comment is:

I agree with Adam Hasse's comment. The M immediately made me think of http://www.monash.vic.gov.au/, my local council.

On Oct.18.2009 at 08:48 AM

andyRespire’s comment is:

Another link showing mucho resemblance to MAD brand:
http://www.aisleone.net/2008/design/branding-the-museum-of-arts-and-design/

But - it's on the other side of the world, & a totally different trade & audience...

On Oct.19.2009 at 02:42 AM

David Zamdmer’s comment is:

I really like the ways the C and M talk. However, I find the tagline and videos completely ambiguous, and therefore incommunicative. Yes, a scathing critique when you consider that this is work for a communications company after all. "Do the new?????" The new what??? Wait, what am I supposed to be doing?? Playing with cats, or worse yet, fireworks??Or is this a Mountain Dew rebranding that is to appear on this blog at a later date? At any rate, I find this branding beautifully lacking in the category of clarity.

My final score:

Design: 10
Communication: 2

Doing the dew instead,
David

On Oct.20.2009 at 12:33 AM

orangetiki’s comment is:

This SCREAMS to me 1960's style typography, and yet you are using it for a cell phone company. Brilliant! I think also the playfulness works because they are so forward minded with their rates and more then likely their policies so it would appeal to people who want something more then the mundane company.

Although linking playfulness and a cartoon feel with the whole "Do No Evil" / 21st century forward looking mentality is a little bit of a stretch, they still both go astray from the stodgy minded corporate mentality and image. Good Going Wolff & co.

On Oct.20.2009 at 09:41 AM

Jason Schwartz’s comment is:

I really like this rebrand.

I agree that the concept may have been done before, or at least elements of it, color/font/etc., but overall it's done really nicely.

For a country like India that is wild with crazy colors in their landscape, this will fit in beautifully.

On Oct.22.2009 at 01:07 PM

Ben Peck’s comment is:

That is the exact same font that Michael Bierut used on one of his museums he designed. It was custom font that they made for that particular museum. I wonder if that falls under any copyright laws.

On Oct.28.2009 at 12:57 AM

Mauro Bertolini’s comment is:

way too close to Pentagram's Museum of Arts and Design that preceeded it by more than a year.

They should have done some more precedent research.... or maybe they did too much?

On Nov.01.2009 at 08:31 PM

George Joseph’s comment is:

@David,

"Do the new" probably wouldn't make much sense to a Non-Indian viewer or to someone who hasn't seen this entire campaign.
I don't think the tagline was meant to go along with the animations. These animations, infact were made for a competition to use the DOCOMO type and play around with the colourful forms.

Do the new is the tagline Tata Docomo have adopted here in India as they have pretty much changed the entire scene of mobile communication as they charge on a per second basis and charge text messages per character and not per message.

Although I must agree, it's way too close to Mountain Dew's Do the Dew, I think it just adds a little humour and fun into what their brand image already projects. You should check out their TV commercials, you'll get what I mean.

@Armin
Thanks for the post. I'm currently working on a communication project for a new DoCoMo ad campaign and hadn't come across the pic of the stationery!

On Nov.29.2009 at 06:52 AM

Michele Champagne’s comment is:

This is the Museum of Modern Art & Design in New York. The only reason I don't follow BRAND NEW is because the copy cats are more interesting than the before and afters.

On Feb.03.2010 at 07:42 AM