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 t