MBS manages a new identity

Manchester Business School will unveil its revamped corporate identity next Monday, designed by Hull-based DA.

MBS claims that its new look, and the process by which it came to it, is unlike anything any other business school has done.

The new look, which is the result of a two-year ‘visioning process’, is based around a purple box that can be turned into a top hat with a rabbit being pulled out of it, a telephone, a graph, a jack-in-the-box and ‘anything that works using the box’, according to an MBS spokeswoman.

The ‘visioning process’ was part of doctoral researcher’s work studying MBS’s image in the UK and abroad.

‘Rather than a top-down decision and something done by an outside consultancy with no participation from staff, students or alumni, the process could not have been more democratic,’ she adds.

The identity is designed to reflect the school’s four main characteristics: competent, exciting, innovative and lacking arrogance. The school claims that the new look has more in common with Orange’s logo created by Wolff Olins than the corporate identities of other business schools.