Tuesday, August 14, 2012

XLRI launches new brand identity

From Business Standard

One of the oldest business schools in the country, XLRI, has changed its brand identity with a new logo, in a bid to change with the times .

The institute, along with Mudra Group’s brand and design consultancy unit Water, has come out with the new logo after a year of consultation. “This is for the first time in 62 years that we are undergoing a complete image makeover. We have spent about Rs 20 lakh for the brand makeover process. The new logo is a modern and stylised representation of the earlier one,” said E Abraham S J, the institute’s director.

Established in 1949, the original logo of XLRI was developed in 1950s, which was modified for the first time in 2004 with the addition of its tag line — “Excellence and Integrity.” The new brand face has a the name of XLRI written in bold with green pointer on alphabet “I” with blue and green as primary colours, while Jamshedpur was omitted from the earlier logo.

“The refined category descriptor Xavier School of Management and a tag line “For the Greater Good” are also the highlights of the new identity,” he said. The shield logo has retained elements from the earlier logo — including the cross, keys and the motto.

Meanwhile, the institute is planning to add 120 more seats in Jamshedpur by 2013, with 60 seats each in business management and human resources management.

“We are also starting one at Delhi NCR region with a batch of 120 students. Moreover, we are launching a first-ever Global MBA Programme, in association with Weatherhead School of Management of Case Western University Cleaveland, USA and School of Economics and Management of Tonji University Shanghai, China.

The two-year residential course will commence from June 2013. The programme will be held in three parts one each in India, China and the USA.

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