🛠️ Project Overview
- Company: Originally “Tesla Consultants” since 1995 (later added “Consultants” in the 2000s).
- Challenge: Their name caused increasing confusion with Tesla Inc. – the electric car giant.
NIKO
🎯 Objectives of Renaming
- Retain brand equity and the nod to Nikola Tesla
- Avoid trademark/confusion issues with Elon Musk’s Tesla
- Convey the company’s approachability, simplicity, and engineering expertise.
🔍 Naming Process
- Held a brand workshop including leadership, staff surveys, and client interviews
- Identified the core brand idea: turning complex engineering into simple, approachable solutions
- Presented two naming options:
- A completely new identity
- A modification maintaining continuity with “Tesla”
- The selected path was “continuity”, preserving the iconic link to Nikola Tesla
✨ The New Name: Niko
- Niko derives from “Nikola,” the inventor’s first name
- It maintains a familiar association while sidestepping the “Tesla” name
- It was strongly embraced by senior leadership and staff, leading to the official rename.
📅 Rebrand Launch & Reception
- Officially rolled out in August 2023
- Included a refreshed sine-wave logo integrated into the “N” of Niko, symbolising their innovative engineering roots
- Early responses from staff and clients have been positive
✅ Key Takeaways on Renaming
- Kept brand lineage by referencing Nikola Tesla without using “Tesla” directly
- Strategic, research-led approach involving workshops, surveys, and interviews
- Resulting name Niko offers both familiarity and legal clarity
- Rebrand successfully launched with positive internal and external feedback
