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POLIMI Graduate School of Management is the Business School of the Politecnico di Milano University. Founded over 40 years ago, the school enjoys a proud heritage of academic excellence and the highest quality technical and analytical management training.

Following a new strategic plan, the school wanted to align the brand and all the experiences with its new purpose of shaping better futures for all.

Understand

Competitors and benchmark research, workshops, and listening to internal and external audiences to uncover expected perceptions, desires, and needs within higher education. We explored insights and human truths by activating a worldwide community of prospects, students, and alumni.

Define

The old name “MIP” didn’t represent who they are today. We assessed an architectural and naming analysis to select options. We found that leveraging its connection to the Politecnico di Milano was relevant while asserting its independence as a Business School.

We also outlined the design brief: a brand that reflected the school’s human-centred ambition, vision, and thinking.

Design

Throughout design sprints and prototyping loops, we designed and built the brand identity system, including the digital components. Exploring and testing assets’ responsiveness beyond print and digital helped to align stakeholders and de-risk decisions.

When creating the new visual and verbal identity, we wanted to ensure that it reflected the vibrancy of the school and its innovative approach.

The logotype is a flexible item with a circle representing the school as a central hub. The condensed typography, with its practical, functional look that stands out, is rooted in the editorial world and pays homage to the content they create and share daily.

The colour palette allowed the semantic expression of the school: blue as the Politecnico’s heritage, enriched by warm green to reflect caring for the environment we live in, brick red echoing the architectural details of the new Navigli Campus, plus a surprising dusty pink adding a twist of warmth.

With the vision of a holistic brand, we also created a new, exciting digital space for the POLIMI website. It began with a deeply considered information architecture that defines a clear sitemap for a customer-oriented navigation system. Then, prototyping user flows and pages, the new brand identity evolved into a design system of foundational components that will ensure consistent cross-device branded experiences.

Delivery

The new brand will help POLIMI further strengthen its position as one of the foremost engineering management schools, reaching new targets and growth and creating lasting impact on business, future leaders, and the world.

POLIMI Graduate School of Management and its new identity were launched on 5th May 2022. A great new chapter in its outstanding history promises a Business School truly for the future, continuing its inspiring path of innovating for a better world.