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Vlerick Business School launch new name and identity by Landor Associates

20 September, 2012


Embodying the school’s progressive, vibrant and energetic ethos

Vlerick Business School reveal a new name and visual identity created by Landor Associates, a global creative community of brand strategists and designers.

Landor was appointed by Vlerick Business School in May 2011 with a brief to develop a communication system to support their international growth strategy. Landor’s strategic insights and creative ideas are personified in the new name and visual identity, inspired by the vitality and energy of the highly progressive school’s faculty and students.

The school’s Dean, Philippe Haspeslagh, commented, “Vlerick is well-known in Belgium but is yet to be discovered by a broader business audience. We need the brand to catch up with the reality of how we have evolved, highlighting our campus in Russia and our MBA alliance with the Peking University in Beijing, China. We chose to work with the Landor team because we knew they would push us to discover what makes us standout and help us project that difference.”

Patrick De Greve, the school's General Director, added, "we were looking for a strong partner that would want to walk this exciting journey together with us. Landor positively surprised us with its provocative approach during the pitch and strong methodology for the rollout of the project. Working with a top professionalbranding team with international reputation, stretched us on the strategic elements as well as the creative side of our rebranding project."

John Stanley, design director at Landor, said, "Vlerick trusted us to author their future story and bring it to life with a vivid and courageous brand solution that really expresses their ambition to reinvent the idea of a business school for todays world."

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