With a clear intent to modernise and energise its brand touch-points, XLRI, the premier private B School in India, has unveiled its new brand identity. The updated brand identity of the institute is the visual representation of the XLRI brand – (the tangible elements that make XLRI brand recognisable and reinforce its core values and heritage). The new logo that has been developed is a modern and stylised representation of the traditional XLRI logo and it consists of two primary logos (horizontal name logo and shield logo) and a tagline. The original logo of the institute was developed in early 1950s by the founding fathers. In 2004 slight modifications were made on the logo to include the year of founding – 1949 together with the guiding motto – Excellence & Integrity.
Embedded in the new horizontal name logo, the refined category descriptor ‘Xavier School of Management’ seeks to underscore XLRI’s standing as a more inclusive management education institution whilst retaining the name of the patron saint – Saint Xavier. School of Management also goes beyond the confines of being a mere ‘business‐centric’ institution whilst embracing management education in its entirety. The tagline ‐’For the Greater Good’ is a reminder of why XLRI exists and how it can be a force for greater good in shaping the management education sector and the community at large.
On the occasion of unveiling the new brand identity E Abraham S.J., the Director of XLRI said ‘The updated brand identity of XLRI connotes the institution’s futuristic outlook whilst retaining the old ‘Jesuit Heritage. The new brand identity also represents the institute’s clear focus and direction that allow greater freedom for the brand to grow nationally and globally’.
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