The Association to Advance Collegiate Schools of Business (AACSB) is a venerable organization whose members include most of the world's best-known business schools. As it embarked on its second century, AACSB needed to connect with a more youthful, global audience and communicate a value proposition that would resonate beyond academia to connect with corporate development professionals.
A 360-degree research initiative, encompassing business school deans, students, corporate human resources executives and AACSB staff, revealed that what members most appreciate about AACSB is the connections it provides: to colleges in other regions and countries, to business executives, to new ideas and perspectives. Through events, proprietary research and digital forums, AACSB unites everyone with an interest in creating the next generation of business leaders – inside and outside academia.
Encapsulated by a direct tagline – “Business Education. Connected” – the new brand positions AACSB as a global community of educators committed to developing leaders for a world that doesn’t yet exist. In words, in images, and in a new identity, the brand shows that the real value of AACSB membership lies in the connections it makes possible across the global business education landscape.
A system of icons provides a clear and consistent platform for identifying the myriad offerings of AACSB. For a global organization, with members in more than 90 countries, the icons offer a universal language that provides an intuitive way to navigate the organization and everything it does.