Rediffusion creates ‘Bharat’ - a commemorative India font for 75 years

The font was launched over the Independence Day weekend by Mahindra Group Chairman Anand Mahindra

e4m by exchange4media Staff
Published: Aug 17, 2022 9:54 AM  | 2 min read
Bharat

Rediffusion’s sister agency Everest celebrated 75 Years of Everest, coinciding with the 75th Year of Indian Independence, by creating a font called Bharat.

The font is rooted in Indian-ness, visibly exuding Indian-ness and projecting to the world the very essence of Indian-ness.

The font was launched in Mumbai over the Independence Day weekend by Mahindra Group Chairman Anand Mahindra in the presence of Dr Sandeep Goyal, Managing Director of Rediffusion and Kalyani Srivastava, its Joint President.

The font is the labour of love of a closely knitted team of five designers: Virendra Tivrekar, Ajit Rakhade, Rohan Parab, Arif Khan and Akash Sharma who have researched, ideated, planned, executed and beautified the font. “We looked at all the letters of the alphabet in all the Indian languages to draw inspiration and figure out which of these we could adapt, reshape and redesign into a uniquely different font that would coalesce the goodness of India’s diversity into a visual unity,” says Virender Tivrekar, Executive Creative Director, Rediffusion Studios, who is a JJ School alumnus, and has a specialization in typography.

Dr. Sandeep Goyal, Managing Director of both Rediffusion & Everest explains further, “Happily for us, the 75 years of Everest coincided with the 75 years of independence of our great nation, India. The agency team set its heart on designing a befitting tribute to India that would have utility and memorability beyond just a date. Hence was born the idea of the Bharat font that would epitomize the spirit of India. It was not till 2010 that India got itself a symbol for the rupee currency. So having a font that is nationalistic and invokes pride by its usage is the driving force behind the creation of BHARAT”.

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