Timetooth is a leading engineering solutions firm in India serving a global clientele. They provide high performance engineering solutions to businesses and have pioneered mission critical, made-in-India products for the Indian Aerospace and Defence Industry. As a company, they are committed to establishing that Indian companies can develop world-class engineered products.
Timetooth sought our help to articulate their brand ideals and redefine their brand essence; further, leading to coining a distinct corporate tagline and redesigning their visual identity to reflect their true brand personality. Our research and in-depth analysis helped project their internal reality and capabilities to the world.
The focal point of creating a distinctive symbol for Timetooth was the letter T. The phrase, ‘to the T’, is generally used to connote something that is perfect, complete, precise or exact. We wanted the T, both as a symbol and icon, to be a reminder of that high performance, excellence and perfection that Timetooth valued and stood for – Engineering to the T. This approach would increase the recall value and memorability of the Timetooth brandname; besides, serve as an instant visual identifier when used, in isolation, as a product mark. The corporate tagline was then created to align with these attributes.
We created the symbol of an upward moving arrow by reflecting the numeric ‘1’ into the letter T. The symbol was reminiscent of an aerial moving rocket-like object, a suggestion of the aeronautics industry space the company had established a niche in. Its planar appearance further created a sense of separate smaller arrows converging into a peak (suggesting the ‘tooth of time’ mountain – the inspiration behind the company’s name). Overall, it stood for excellence, ambition, performance, dynamism and growth – Timetooth’s brand essence.