INSEAD’s brand evolution brings transformation for good to life
Middle East, Asia, Europe
01 October 2018
INSEAD, the business school for the world, today announced its brand evolution with a renewed mission: “We bring together people, cultures and ideas to develop responsible leaders who transform business and society”.
A transformative moment
Founded in 1957, INSEAD has evolved from an entrepreneurial venture into an internationally recognised educational institution. The world of education is undergoing a transformation, and this brand refresh aims to help keep INSEAD at the cutting edge of business and management education. The latest brand evolution is designed to communicate with and inspire students; and to create deeper engagement with faculty, staff, alumni, business partners and external audience.
A mission-driven approach
The brand refresh process started with a focus on renewing the mission statement to inspire leaders to be more responsible, with a vision built on the idea that business can change the world for good. The updated branding is a visual manifestation of this mission. It encourages positive association with the INSEAD experience while reflecting its heritage, evolution and aspirations for the future.
Brand Evolution: The identity of the school distilled into a single logo
Established after the Second World War, INSEAD’s founding ambition was to promote reconciliation and renaissance in post-war Europe. In the 80s, the school’s focus had shifted to the rest of world, offering an expanded scope of research and programmes. In 1991, the green shade inspired by the forest of Fontainebleau, its birthplace, became the school’s signature colour. In 2005, the ‘Book of Knowledge’ was introduced to symbolise fundamental values of inclusiveness and diversity.
Today, the school’s updated logo takes the form of a planet roundel. Representing the world, the logo visually communicates global reach, standing and ambitions, while preserving the essence of the school’s legacy. The circular logo evokes the INSEAD cycle of transformation – transforming people, transforming business, transforming the world – and suggests oneness, openness and inclusiveness.
Ilian Mihov, Dean of INSEAD and Professor of Economics, says that, “The brand refresh gives us a unique opportunity to celebrate INSEAD’s heritage, our accomplishments today and the foundation for our future. The updated logo visually communicates the school’s ethos of transformation and underscores our commitment to driving business as a force for good through innovative management education.”
Peter Zemsky, Deputy Dean at INSEAD and Dean of Innovation, adds that, “This brand initiative highlights how we are constantly innovating and realigning ourselves for the future, actively reflecting on our position and role in the world and evolving to create a truly distinctive and relevant offering for business leaders.”
New brand assets include localised logos that represent the school’s footprint across continents; the prominence of the primary green communicates wealth, sustainability, growth and transformation; the reimagined vibrant impact colours reflect the diversity and entrepreneurial spirit of INSEAD; and an intelligent and contemporary typography highlights the rigour and relevance of the school.
Over the coming months, INSEAD’s visual identity will continue to evolve as its brand is used more and more in its communications. The school’s new journey begins now.
About INSEAD, The Business School for the World
As one of the world's leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to develop responsible leaders who transform business and society. A global perspective and cultural diversity are reflected in all aspects of its research and teaching.
With campuses in Europe (France), Asia (Singapore) and the Middle East (Abu Dhabi), INSEAD's business education and research spans three continents. The school’s 145 renowned Faculty members from 40 countries inspire more than 1,400 degree participants annually in its MBA, Executive MBA, Executive Master in Finance, Executive Master in Change and PhD programmes. In addition, more than 10,000 executives participate in INSEAD's executive education programmes each year.
In addition to INSEAD's programmes on its three campuses, INSEAD participates in academic partnerships with the Wharton School of the University of Pennsylvania (Philadelphia & San Francisco); the Kellogg School of Management at Northwestern University near Chicago; the Johns Hopkins University/SAIS in Washington DC and the Teachers College at Columbia University in New York; and MIT Sloan School of Management in Cambridge, Massachusetts. In Asia, INSEAD partners with School of Economics and Management at Tsinghua University in Beijing, and China Europe International Business School (CEIBS) in Shanghai. INSEAD is a founding member in the multidisciplinary Sorbonne University created in 2012, and also partners with Fundação Dom Cabral in Brazil.
INSEAD became a pioneer of international business education with the graduation of the first MBA class on the Fontainebleau campus in Europe in 1960. In 2000, INSEAD opened its Asia campus in Singapore. And in 2007 the school began an association in the Middle East, officially opening the Abu Dhabi campus in 2010.
Around the world and over the decades, INSEAD continues to conduct cutting edge research and to innovate across all its programmes to provide business leaders with the knowledge and sensitivity to operate anywhere. These core values have enabled INSEAD to become truly "The Business School for the World”.
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