Brigade

Brand: Brigade Group

Owned by: Brigade Enterprises Limited

Logo Designer: Resource Design

Design brief:

The design rationale

The typeface: the font “Goudy” has been used for its elegant and gracious feel.

The blue strokes

The strokes represent the abstract form of a building— symbolising the Group’s flagship business domain. Their upturned ends depict upward growth and positive development.

The number of strokes (six) that make up the building represent our corporate values:

  • Quality
  • Trust
  • Service
  • Promptness
  • Courtesy
  • Work culture

They also represent our diverse business domains:

  • Residential properties
  • Software and retail facilities
  • Offices
  • Property management services
  • Education
  • Future scope and vision

The yellow circle

It represents the sun, the life-giver and the source of all energy. It reminds us of the qualities that we, as Brigadiers, must embody:

  • Abounding Energy
  • Friendly Warmth
  • Guiding Optimism
  • Constant Growth
  • Forward Vision

Logo release: 2003

Previous logo:

old brigade logo
Logo from 1986 to 2003.


A Monumental Task

How much time is needed to design a logo? When we see a simple and brilliant logo design, we may think “how hard can it be?” The big effort behind simple logos generally goes unnoticed.

  • This brigade logo design exercise took three months to finish.
  • 16 rounds of design were executed.
  • 450 logo options were generated and considered.
  • A comparative survey involving 5000 other logos in common usage was done.

The result? A brilliant, simple logo that connects instantly with the consumer.

Strokes of Buildings

We have already discussed some logos featuring buildings in Sobha Developers page in this blog itself. So I’m not going to repeat myself.

Instead, let us focus on logos where the buildings are represented using parallel strokes. Following are my finds.

Synergy1 logo

Logo of Synergy One, a construction company.

hyperCity logo

Logo of HyperCITY Retail (India) Ltd., a part of the K. Raheja Corp. Group who also operates ‘Shopper’s Stop,’ ‘Inorbit Mall’ and ‘Crossword.’

Walt Disney Pictures logo

During the end credits of movies, I have seen the above approximation of Walt Disney Pictures logo.

Buena Vista logo

The erstwhile Buena Vista International also used the same logo before and after their TV shows.

Rajadhani Developers logo

Rajadhani Developers also uses a blue/yellow logo with concentric arcs.

Acknowledgements

I would like to thank my friend Yogesh Bhagchandani for helping me to write this story. ‘Yogee’ was the Art Director of Brigade logo design.

Relevant link:

  1. Brigade Group: Logo and Vision