The Indian School of Business is a unique institution both in character and spirit. It has a logo which is made of the globe, metamorphosing gradually into birds in flight. Rock solid foundation (earth) and the free and soaring spirit of thought and innovation (birds).

ISB offers a condensed one year Post Graduate Diploma Programme (PGP) and a range of Executive Education Programmes. The first batch (Founding Class) was started in April, 2001.


Post April 2001, a sustained communication programme was developed by ISB with the emphasis on understanding the category (education in this case) which were vital to the creation of communication were given:-

1.	What should be the look and feel.
2.	What should be the tone of communication.
3.	At what level do we pitch the communication (to be understood in the right context and not wanting to be perceived as a 'commercial' brand).
4.	ISB is international in reach (both in concept and desire). Therefore, the competitive framework is both Indian and International B-schools.
5.	Education as a category subscribes to facts. No puffery.
6.	A management institution has several pieces of communication. All of which will work synergistically only when they are 'integrated'.

The Approach: Create a recognisable, brand-specific graphic identity; integrate it across all elements of communication; use chosen colours consistently for continuity and recognition; make global quality mandatory.

What did this targeted communication achieve: For the academic year 2002-2003, applications received were 1217, of which 168 were admitted, the majority of them from IT and telecom, followed by finance and banking.

Till August 2002, on the Executive Education front, the number of programmes successfully completed by ISB were 15. These programmes attracted 350 participants from over 200 companies.