China India Foundation is a non-profit organisation with the mission to increase mutual understanding between the people of India and China by creating avenues for collaboration, building people-to-people exchange, and strengthening the capacity for cross-cultural engagement. We worked with CIF to create their brand identity and digital language.

“A type-only logo felt like the right choice for being unbiased and apolitical.”

The organisation is for students, academics, policy practitioners, and business people from India and China.

The relationship between India and China is sensitive; A type-only logo felt like the right choice for being unbiased and apolitical. Even the countries in the name are sequenced alphabetically. The variation in line weight found in traditional Asian calligraphy inspired our serif-type logo.