The Brij is an upcoming arts and culture destination based in Delhi, India. Building on the success of the Serendipity Arts Festival, The Brij is dedicated to incubating, elevating, and nurturing transdisciplinary arts and education while seeking to bring about positive change in the world through transformative cultural encounters.
We worked closely with The Brij team to create a name and strategy that captured the core values and vision for this exciting global initiative. The name is at once a powerful metaphor and an intimate tribute to the Munjal family, signifying the connections between old and new, past and present, India, Asia and the world. Our design builds on that dynamic tension, integrating references to local typographic traditions and modernist canon, creating an iconic mark that is bold yet approachable and personal in tone. To that end, we partnered with Indian Type Foundry (ITF) to develop a customized typeface for headlines, Brij Akhand. Designed by Satya Rajpurohit of ITF, it takes cues from Indian typographic vernacular, features several discretionary ligatures, and offers wide language support for the Brij’s programming. A vibrant color gradient likewise symbolizes the various disciplines and activities that make The Brij an arts and culture home for all.