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American School of Bombay

Branding identity and design

ASB is a college preparatory, coeducational independent day school with classes from Pre-K through Grade 12. The school nurtures the most diverse community of students, teachers, staff and families.


Truetype has designed the identity along with team magenta, based on the organisation's old logo. The marque had four different icons representing growth and community along with new-age education. Also, the abbreviation of the name was introduced in the identity system keeping in mind the casual use of the school name.

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