Client
Indian City Properties
Case Study · Rebranding · Identity · Property Branding · Website
How The Brand Bee rebranded Indian City Properties - the KCT Group's commercial real-estate arm, building landmarks since 1939 - from a dated corporate mark into a premium navy-and-gold identity, with property branding, photography and a website to match.
Indian City Properties (ICP) is the commercial real-estate arm of the KCT Group - the Karam Chand Thapar Group. Since 1939, ICP has built and restored some of India's most recognisable commercial landmarks - Thapar House in Delhi, One Forbes in Mumbai, 25 Brabourne in Kolkata, Tech 37 in Bengaluru, Fort Heritage in Mumbai - across heritage restorations and new-age buildings.
The portfolio spoke of permanence and prestige. The brand didn't. A dated wordmark with a small key icon, tied closely to the parent group, said little about the landmarks ICP actually builds.
ICP leases and manages premium commercial space to serious enterprises. In that world the brand carries the weight of legacy - it has to feel as solid, permanent and prestigious as the buildings themselves.
The buildings were landmarks. The brand was a logo on a letterhead.
A corporate wordmark and a key icon that felt of another era.
An identity that read as a division of the parent, not a landmark brand in its own right.
Nothing connecting the logo to the buildings, the photography or the website.
We built the identity around the thing every landmark starts with - a foundation. The new mark is two interlocking bricks: the first course laid when a building goes up. Rendered in gold on deep navy, it reads as structure, permanence and prestige, with a tagline that says the promise plainly: building landmarks since 1939.
The mark is the foundation of any building - two interlocking bricks, the first course laid before anything rises. It is the simplest possible symbol of what ICP does: it lays the base that landmarks are built on. Set in gold on deep navy, geometric and interlocking, it holds up as structure and permanence at any size.
That was the point of the rebrand. ICP set out to be seen as a builder of landmarks in its own right - premium, permanent, and rooted in a 1939 legacy - not simply a division of its parent group. The mark, the navy-and-gold palette and the "since 1939" line say that on sight.
Deep navy for legacy and trust, gold for the prestige of a landmark, ivory and slate to let the architecture breathe. Premium and permanent, never loud.
A confident, structural uppercase carries the ICP monogram and wordmark - architectural and permanent. A refined supporting sans handles the detail, keeping a heritage brand feeling current rather than old.
The system extends to every property. Each building now carries its own ICP lockup - ICP | Fort Heritage, ICP | Tech 37 - so the brand shows up on the architecture itself, from restored heritage facades to new-age towers.
The identity ships as two living documents - the exploration that arrived at the mark, and the standards manual that keeps it consistent everywhere ICP appears. Flip through both below.
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Flip through →The identity had to hold up everywhere ICP shows up - the website tenants and partners evaluate it on, the photography of the buildings, and the mark on the landmarks themselves.
A premium, navy-and-gold storefront - from the brand story and the landmark journey to each property page and the mobile experience.
View the site →
Each landmark, branded. The ICP identity is applied across the portfolio - from Fort Heritage's restored facade to the green-clad Tech 37 - so the architecture and the brand read as one.
ICP now looks like what it is - a builder of landmarks since 1939. One navy-and-gold system runs from the foundation mark to the photography to the website, and shows up on the buildings themselves.
The legacy ICP had spent decades building finally has a brand as permanent as its landmarks - premium, structural, and unmistakably its own.
A dated corporate mark became a premium, navy-and-gold landmark brand - built from a foundation concept and applied from logo to building.
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