London Business School

Evolving one of the world’s top business schools

Brand development
Sub-brand development
Brand asset evolution
Brand guidelines
Art direction

Client

Founded in 1964, with alumni including Sir John Egan, Sir Jim Ratcliffe, and Dame Mary Marsh, London Business School is consistently ranked one of the leading business schools in the world.

Brief

London Business School were concerned their visual identity wasn’t fulfilling its full potential and asked Rose to help them breathe more life into their brand by evolving it from a corporate identity, to a brand identity which could reflect their brand strategy more effectively, whilst retaining their existing brand assets.

Solution

Rose reviewed the existing London Business School visual identity against their brand strategy, to evaluate which aspects were working, versus those which required refining or developing, to ensure the evolved brand identity could reflect the brand strategy more accurately. Rose explored and recommended a logical evolution of the brand assets and how they are used. The evolved visual language places more emphasis on the red thread from their logo, helping applications become more distinctive and enabling London Business School to develop more expressive creative outputs, to build greater brand recognition. With the evolution approved, Rose developed a comprehensive set of updated brand guidelines to provide application rules and principles, along with guidance for appropriate future implementation of the brand in different media, formats and applications.

We have also helped London Business School to strategically define their alumni and thought leadership sub-brands, by creating a distinctive visual language for both, working with the masterbrand assets and guidelines.