INSEAD

The Challenge

NB Studio was appointed to create a new visual identity system to communicate the brand proposition “The Business School for the World” – to distinguish INSEAD’s unique offer in an increasingly competitive marketplace and reinforce its distinctive personality.

What we did

Having built a formidable reputation over the past 50 years, INSEAD’s heritage was identified as a key ‘selling’ point.

The existing logotype was therefore evolved, with a subtle underline – or ‘bracket’ – acting as a metaphor for emphasis, speech, openness, direction and connections. It is a powerful, flexible graphic device and can be used in conjunction with the logotype to enhance its presence and, in some cases, its legibility. It is also a catalyst for other key brand elements, including imagery style, layout, and a ‘shield’: an elegant, minimal coat of arms.

How we did it

The new wordmark and shield motif are at the core of a dynamic communication system that covers tone of voice, copy, imagery, typestyle, use of colour and layout.

INSEAD’s previous experience highlighted a particular need for consistency and compliance, so we focused on accessible resources and templates rather than complex guidelines.

The core typeface, Rockwell, was selected for its strong, harmonious characters, and its legibility and flexibility have proved ideal for use in body text. The primary colour, green, has positive associations and recalls the Fontainebleau forest where INSEAD was founded, whilst a secondary palette of vibrant colours helps communicate with extra impact. Colour coding departments and programmes was deemed too predictable and regimented for an institution founded on the principles of freedom and diversity, so the secondary palette is used freely.

We also commissioned, art directed and managed a proprietary image library: an invaluable resource that helps achieve a fluent and articulate spirit across all applications.

Results

Dear Nick,

In response to your request for a short statement about our work together, here’s what came to mind:

When INSEAD sought the help of Michael Wolff and NB Studio several years ago, it was not just to refurbish its visual identity and raise the visibility of its brand but also to clarify our own strategic thinking about the potential of a global business school. The result of their thoughtfulness and their sensitivity to who we really were was to enable us to articulate our aspirations – “The Business School for the World.”

While at first glance this might seem to be just a new strapline under our existing logo, it was actually far more than that: it focussed our sense of who we were and what our ambitions should be. Michael and NB gave us much more than just good design – they gave us a vision.

Sorry if this sounds like ad copy but it’s actually true!

Best,

Scott

Scott Hammen
INSEAD Communications