TrueType Delivers Brand Identity System for American School of Bombay

TrueType completed a rebrand project for the American School of Bombay, developing a contemporary brand identity system and a three-page brand manual.

The Mumbai-based independent agency handled the full identity development for the international school. The project included a new visual system and accompanying brand guidelines delivered in a condensed format: a three-page manual rather than the multi-hundred-page documents typical of institutional rebrands.

The American School of Bombay serves expatriate and international families in Mumbai. The school operates on a US curriculum model and maintains accreditation from the Council of International Schools and the New England Association of Schools and Colleges.

TrueType announced the project completion on LinkedIn in April 2025. The agency's portfolio spans brand identity, digital design, and communications work across education, technology, and consumer sectors in India.

The rebrand represents TrueType's second education sector project in 2025. The agency previously worked with institutional clients including the Tata Trusts and JSW Group.

No campaign creative or implementation details have been released. The three-page brand manual approach suggests a focus on usability and implementation speed over comprehensive documentation: a departure from traditional institutional brand guideline packages that often exceed 100 pages.

TrueType operates from Mumbai with a team focused on Indian and South Asian markets. The agency was founded in 2018 and maintains independence without holding company affiliation.