Transport Corporation of India (TCI), India’s largest integrated supply chain and logistics solutions provider embarked on a rebranding exercise in its 50th year of operations. The company has unveiled a new brand line along with a new logo as part of this exercise.
TCI has decided to adopt the new brand line, ‘Moving together, growing together’, which emphasises the true collaborative spirit of the company management and its employees.
The new company logo has been given the spiral effect. It has been taken from the old triangle to show the transition that has taken place in TCI, from being a trucking company to one of Asia’s foremost leading integrated supply chain solutions provider.
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 appealingly with the black shadows, which signify stature, authority and boldness.
DP Agarwal, Vice-Chairman & Managing Director, TCI, said, “Success achieved over the last 50 years is an outcome of the trust that our stakeholders have kept in us. This year is of great significance to us. We have revamped our brand and it gives us a great sense of pride as we believe that a brand is a living entity and it refreshes our identity.”
He further said, ““We aim to be a Rs 20 billion organisation with the major focus on taking our supply chain solutions globally. TCIL plans to invest Rs 200 crore in the next two years for purchase of ships and trucks and construction of warehouses, besides opening offices in various countries across globe. We are also targeting to accomplish a Y-O-Y growth of 20-25 per cent.”
TCI has also adopted a set of values that is communicated by the acronym ‘CORE: Customer Focus, ownership, responsive and Empathy’.