Since its inception in 2001, the Indian School of Business (ISB) has been a beacon of excellence in business education. Through pioneering research, transformative leadership, and a vibrant global alumni network, ISB has consistently stayed ahead of the curve, setting global standards in management education.
In 2023, ISB partnered with Landor, a globally acclaimed brand consultancy, to undertake a strategic brand transformation. This initiative aligns ISB’s legacy of innovation and academic excellence with its vision to inspire and shape future leaders.
The transformation reimagines how ISB communicates its purpose, amplifying its stature as a world-class institution that seamlessly bridges tradition with innovation. The refreshed identity creates a cohesive, future-ready brand that resonates with ISB’s diverse stakeholders.
As the global business landscape evolves, ISB continues to lead with intent, ensuring its offerings, methodologies, and identity remain relevant and impactful. This transformation highlights ISB’s ability to adapt while staying true to its mission of shaping leaders who drive meaningful change.
The renewed brand identity reinforces ISB’s role as a thought leader, anticipating and responding to the needs of a rapidly shifting world. It is a bold declaration of ISB’s readiness to influence and redefine the future of management education.
ISB’s journey has always been defined by forward momentum. From establishing itself as a global leader in management education to now reimagining its brand, ISB’s story is one of resilience, innovation, and impact.
This transformation is not just an evolution—it is a reaffirmation of ISB’s position as a pioneer in business education, setting new benchmarks for the future. As ISB moves into its next chapter, it does so with a renewed sense of purpose, steadfast in its mission to empower leaders, inspire excellence, and shape the future of business education.
ISB’s rebranding journey was guided by robust research and a deeply collaborative process. Over 85 stakeholders—including alumni, faculty, students, recruiters, and policymakers—were engaged through interviews, surveys, and workshops to ensure every voice was heard. Qualitative and quantitative brand equity studies revealed strategic opportunities such as ISB’s true differentiator lay in its unique combination of knowledge-driven education and character development - laying the foundation for its new positioning: Empowering business leaders with knowledge and character to shape tomorrow, today.
This articulation captures ISB’s core ethos: that education is not just about skills but also about instilling a sense of responsibility, integrity, and purpose. It unites ISB’s diverse community in a shared mission to create principled leaders capable of driving meaningful impact in business and society.
The refreshed visual identity encapsulates ISB’s ethos and aspirations with a dynamic design system.
Rooted in ISB’s research-led DNA, the design system takes inspiration from the whiteboard—a collaborative space where ideas take shape and evolve. This foundation creates a brand aesthetic that balances structure with organic flow, echoing the iterative nature of research.
The colour palette reflects ISB’s heritage while looking to the future, and editorial-inspired typography conveys the gravitas of leadership. Photography captures the essence of everyday excellence, while thoughtful iconography and illustrations add warmth and celebrate boundless growth.
Designed for adaptability, the identity seamlessly spans print, digital, and physical experiences—from sophisticated, tactile print materials to a vibrant, reimagined website and impactful campus branding. As ISB’s brand world continues to evolve, so will its soundscape, with signature sounds and graphic motion that expand and strengthen our visual brand, amplifying ISB’s dynamic presence at every touchpoint.
The new brand identity has been implemented across all of ISB's touchpoints, including its website, marketing materials, campus signage, digital platforms, and program nomenclature (e.g., ISB Executive Education). A comprehensive brand toolkit ensures consistency and empowers ISB to communicate its revitalized brand story effectively. The brand refresh also extends to a sonic identity, with signature sounds and graphic motion adding another dimension to the brand experience.
ISB’s refreshed brand is not an end but a new beginning. It provides a strategic foundation for the institution to lead global conversations on leadership, innovation, and societal impact. As ISB continues to push boundaries, its bold identity serves as a beacon for future generations of leaders who will not only anticipate the future but actively create it.
In the words of ISB’s ethos, the future belongs to those who create it. And with this transformation, ISB is firmly positioned to shape that future.
