Case Study · Education · Deemed University · Brand stewardship · since 2008
B.S. Abdur Rahman Crescent
B.S. Abdur Rahman Crescent Institute of Science & Technology, Chennai · formerly B.S. Abdur Rahman University
A complete rebrand at the moment of becoming an autonomous deemed university in 2008 - and the same brand engagement carried unchanged through the institution's renaming to B.S. Abdur Rahman Crescent Institute of Science & Technology.
2008
Engagement began
10+
Admissions cycles
12+
Deliverable categories
1
Brand system
The brief
§01 / Brief
In 2008, the institution became an autonomous deemed university - B.S. Abdur Rahman University. The identity inherited from its engineering-college years couldn't carry that weight: no system, no symbol vocabulary, no rules for growth across faculties, communications, or ceremony. The brief was a single brand identity built to speak for a university for decades - and a partnership to deploy it consistently.
The relationship
§02 / Relationship
What began as a brand identity project became a continuous stewardship engagement. The institution has since been renamed B.S. Abdur Rahman Crescent Institute of Science & Technology - the same university, evolving - and Brand Exposure remained the appointed brand partner through the transition. Seventeen years on, the studio still designs every admissions campaign, every convocation programme, every newspaper insert, every signage refresh, every memento and merchandise rollout. The hands that drew the crest in 2008 still safeguard how it appears today.
The mark
A mark drawn from the institution itself.
Every element of the crest carries a meaning specific to the institution and its founder. The technical diagram below is the construction document the studio still works from when reproducing the mark at any new scale or medium.
- 01
Four stars
Technical competence · Intellectual character · Commitment to excellence · Community focus.
- 02
Crescent
The responsiveness of pupil to teacher - the central premise of the institution.
- 03
Waves
The founder's birthplace, and learning as something forever dynamic.
- 04
Fifth star
The founder, held above as a pole star.
The work, in parts
§03 / Scope of engagement
01
Identity
A new crest anchored in institutional symbolism - four stars, a crescent, waves, and a pole star for the founder. A technical construction grid ensures faithful reproduction at any scale.
02
Print system
One templated visual language spanning admissions brochures, bulletins, and tri-folds - repeated across every admissions cycle.
03
Ceremony
Convocation invitations, programme booklets, certificate design, seals, and mementos - from the first convocation in 2012 onwards.
04
Environment
Campus signage, education-fair exhibition systems, and printed environments for admissions events.
05
Campaigns
Annual admissions campaigns across newspaper inserts, hoardings, and digital - all derived from one master program, refreshed yearly.
06
Merchandise
Mementos, alumni gifts, and branded merchandise - the artefacts that prove the system in everyday use.
The work, in pieces
From the crest to the merchandise.
A selection from 2008–2025. Every artefact derived from one master visual system.
Scope of engagement
One brand system,
across 15 categories.
- Brand identity & crest
- Logo construction system
- Admissions brochures
- Admissions bulletins
- Tri-fold collateral
- Newspaper adverts
- Newspaper inserts
- Outdoor hoardings
- Exhibition systems
- Campus signage
- Convocation programmes
- Certificates & seals
- Mementos
- Merchandise
- Student mark sheets
“The same hands that drew the crest in 2008 still safeguard how it appears today.”
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- 01
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- 02
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- 03
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- 04
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