American School of Bombay – new visual identity

Requirement: Approaching its 35th anniversary, Mumbai’s leading international school undertook a strategic review to consider its future. It invited magenta to update its visual identity to capture a future-focused vision without jettisoning its rich heritage.

Approach: We worked closely with the school’s management and faculty to define a brief that captured the essence of its vision. This phase provided clear parameters for creative options.

Solution: The fresh new identity includes a simplified crest and a contemporary language of icons and bold colours (or colors!). Unveiled as the new academic year began it has been welcomed by staff, students, and parents.