Brigade was among the first developers to have a motto ("catch line") that was consistently communicated to the public.
"We deliver more than we promise" was the first one, which was also the actual mission statement of Brigade, at a time when exaggerated promises were the norm.
This was in due course changed to "Builders of quality, developers of trust" when the industry was evolving to adopt a quality focus.
As Brigade moved up to higher level of offering quality life-style features, "For a better quality of life" became the motto.
Now popularly recognised as a premium brand, Brigade's communication theme is "Upgrade to Brigade".
Our vision, mission and core values
When Brigade first began operations in 1986, our domain was property development. And our logo reflected this single focus.
Over time, the organisation evolved and expanded in both scope and scale. Our vision—to become a world-class organisation—began to embrace a wider world. And we felt the need of a logo that would symbolise our new corporate identity and intention; one that would effectively represent our exciting journey into the future.
We were sentimentally attached to our old logo. So it was decided that we would adapt it to represent our new profile and personality. Our logo was developed in 2003. And the process involved 16 rounds of designs, the generation of over 450 options and variations and a comparative survey involving 5000 other logos in common usage.
The design rationale
The typeface: the font "Goudy" has been used for its elegant and gracious feel.
The blue strokes:
The strokes represent the abstract form of a building— symbolising the Group's flagship business domain. Their upturned ends depict upward growth and positive development.
The number of strokes (six) that make up the building represent our corporate values:
• Work culture
They also represent our diverse business domains:
• Residential properties
• Software and retail facilities
• Property management services
• Future scope and vision
The yellow circle:
It represents the sun, the life-giver and the source of all energy. It reminds us of the qualities that we, as Brigadiers, must embody:
• Abounding Energy
• Friendly Warmth
• Guiding Optimism
• Constant Growth
• Forward Vision
What follows is another interpretation:*
A circle is the most perfect form in the universe.
The circle can represent the Absolute and Infinite Universe.
||THAT IS WHOLE; THIS IS WHOLE;
||FROM THE WHOLE THE WHOLE MANIFESTS;
||FROM THE WHOLE, IF THE WHOLE IS TAKEN AWAY
||WHAT REMAINS IS AGAIN THE WHOLE
Om Shantih, Shantih, Shantih
* By Mr P.V. Maiya, Independent Director, Brigade Group