Profile: Simone Emmison
A brand new look
To achieve global recognition Simone Emmison, head of communications, decided it was time IB got a unified look. She tells Kath Stathers why it was important that you had your say.
Lay a few pieces of IB literature out on the table in front of you. Is there anything that strikes you? Not really? That was the problem that hit Simone Emmison, head of communications, when she looked at various letterheads, information packs and magazines back in 2004. Everything was related to the IB, but there were three different logos in use, and no way of telling what the organization was about.
“It looked like we were talking about three different organizations. There was no sense of having one mission and one set of values,” she says. Simone carried out some research with people involved with the IB at different levels and discovered she wasn’t alone in thinking this. So she set in motion a process to create a new identity for the IB.
“It is branding, yes, but not in the same way we associate traditional branding in the for-profit sector with increasing market share or revenue. It’s about strengthening and consolidating the way we express our mission, values, and our reputation so that schools are supported in explaining and promoting the IB programmes.”
Simone looked at other not-for-profit organisations such as the American Cancer Society and Oxfam to see how they stood out from other organizations with similar goals, working in similar areas.
She took her preliminary findings and examples to the Council of Foundation and explained how new branding would help the IB’s strategic aims.
“But I didn’t just want to put a designer on the case and send a letter out to everyone saying ‘here’s our new branding’,” Simone says. “I wanted everyone in the IB community to buy in to the idea and be involved with the change.”
The research that followed was carried out by a team from the Centre for Voluntary Sector Management at the Henley Management College in the UK. “They included the research work they did with us in their doctorate,” says Simone, conscious of costs. “So we got to work with people with a strong knowledge of the area, but at a sensible price that we could afford.”
Designer Bill Farmer was brought on board, who had worked for Interbrand, an international company responsible for branding high-profile names such as British Airways, IBM and Oxfam.
The research involved 3,000 questionnaires filled out by staff, students, parents, university directors, headteachers, volunteers and donors, along with more in-depth interviews to create a real understanding of the organization, its aims and its mission. “We learned that our emphasis on ‘IBO’ was creating division and difference, says Simone. “‘IB’ as a name is more inclusive as it describes the entire global community of schools, education professionals and supporters. We also understood how strongly stakeholders feel about the values of the learner profile.”
"We hope that schools will agree that the consistency of the new identity will enhance and strengthen the sense of community that already exists, but we certainly won’t be forcing schools to make the changeover within a specific time period.”
A brief was created for Bill. “He’d been with us through the research, so he had a good idea of what we needed,” she continues. “He knew that our values and mission were not for negotiation, that people were committed to us because of that and that we were very much an international organization. There were also the practical considerations of using the logo on websites and paper, in colour and black and white.”
Bill’s designs were narrowed down to two and a further questionnaire placed on the IB website, where everyone was invited to give a preference. “It was important to let everyone have their say,” Simone adds.
During October, 3,700 visitors filled in the online questionnaire indicating the logo they preferred. In November, Council approved the decision. In April 2007, the new identity will be launched using “IB” as a name and providing new communications materials to explain what the “IB” stands for. Because the organization and schools share a common design, communication with the outside world (for example, universities) will be mutually reinforcing.
“It will have cost implications, so we’re not expecting schools to put it on everything straight away” says Simone. “They’ll have a launch pack in May 2007, with identity guidelines and some new branded materials for them to use then. We hope that schools will agree that the consistency of the new identity will enhance and strengthen the sense of community that already exists, but we certainly won’t be forcing schools to make the changeover within a specific time period.”
“I’m very pleased with the end result,” she continues. “It’s easily recognizable whatever language, whichever country is using it; it’s forward-looking and it’s a device which gives the IB an instantly recognizable identity.”
Why this design?
The new logo is circular like a globe, which reflects the worldwide coverage of IB. Although it divides into two hemispheres, neither side is paramount. The letters in
the circle can’t exist without each other, illustrating the partnership at the core of IB — that the high standard of education is inextricably linked to the international understanding. The simple design has a modern feel and shows the quality of the organization, while the slightly 3-D look makes it friendly and tangible.
Several people have commented on the ‘yin and yang’ feel of the button which, although not intentional, does complement the philosophical nature of IB study rather well.
