India’s leading schools that teach design, innovative thinking, management and film making were finally thinking of uniting under one identity. While they are one family, their diverse offerings bring dissonance to the way they are perceived by audiences across the board. Centrick was chosen as a branding agency to build a consistent brand, ground up with a singular voice and a unified visual language. Wow! A design school made us their branding agency. Pinch, Pinch.
Reputed schools, be it Harvard, NYU, or in India, IIMA and NID, have their brand roots deeply entwined in history, culture or local motifs. But we were tasked to create a new brand for diverse schools with global alliances. History, culture and local motifs, even beautifully designed, weren’t going to cut it. As their branding agency of choice, we peeled away layers of clutter and arrived at the seed of the offering. Innovation. This was a union of innovative schools and so we christened it as the Innovative Schools Union (ISU). Simple.
To craft this identity, we found inspiration in strange places. A quote on innovation by a professional fighter, Georges St-Pierre, gave birth to its shape. A phenomenon called “The Lilac Chaser” added a colour you can inhale, drink, touch and taste virtually. We left a design school shocked, yet amazed, that their branding agency came up with a mnemonic which had innovation in thought, shape and colour.
As consistent usage impacts revenue, we ensured its core elements came alive in all its facets of communication. As a branding agency that crafts design, digital first, email signatures were crafted before visiting cards and mailers before brochures. Being mobile friendly, the mnemonic rendered perfectly, even at 50 pixels.
At Centrick, we are consistent at what we do. We make brands look good. Now that’s what a branding agency should do for you.
The Essence Of Innovation:
The only way forward in life is innovation. And innovation, born from true creativity, depends on movement. Life, after all, is all about motion, whereas stasis is equivalent to death. This quote from a professional mixed martial artist, Georges St. Pierre, inspired the shape. The “i” represents the individual on a beautiful path of discovery, represented by the “s”, finally evolving into who you would then be. This was represented by the “u”. We connected the shapes to bring about a seamless flow, representing movement that’s synonymous with innovation.
Being a branding agency that loves to craft design “Digital First” we ensured it renders perfectly, even at 50 pixels. Being square, it has an advantage to utilise the maximum space available across platforms. This ensured it was recognisable and readable across devices.
The colour chosen is the most difficult colour to discriminate. It’s neither male nor female. It’s lush, rich and tactile. It’s a colour you can inhale, drink, taste and touch. We took a colour that has the strongest electromagnetic wavelength, a little higher than even x-rays and gamma rays, and for this reason it’s used in illusions such as the Lilac Chaser illusion. We nudged it a little towards a more royal shade.
We are the branding agency that brought alive the identity for Innovative Schools Union (ISU), by bringing the very essence of innovation to its structure, shape and its colour.
Introducing The family.
Every university rests on the foundation of its schools. So, we put the ISU mnemonic on a very solid foundation. As a branding agency, we love to play and experiment with colour and structure. We picked an array of colours that were closest to each offering. While they were strong individually, they also united in harmony to bring alive vivid colour palettes, specific to each offering.
Cerise. Derived from the word cherry, which in spite of being a perfectly recognisable shape and colour, no two are the same. That’s just like design, and hence, it was chosen as the colour for the School of Design and Innovation.
Tuscan Yellow. Like the region filled with endless sunflowers and straw fields, this colour is bright, warm and joyful. It’s the way communication should be, making it the perfect colour for the School of Media and Communication.
Alizarin crimson. Named after the organic dye alizarin, found in the madder plant, it is the colour of focus and madness. How is it not perfect for the School of Film and Visual Effects?
Seafoam. Every branding agency knows this shade of green helps promote a sense of calm and clarity, most needed in the field of digital technology. It just had to be the colour for the School of Digital Technology.
Olympic Blue. Higher, further and faster is the motto of the Olympics and what a management school should do for your career. Olympic Blue was the chosen colour for the School of Management and Entrepreneurship.
Delivering A Consistent Brand Presentation.
We launched a university with diverse schools offering a specialised education across vast categories. As a branding agency, we united them using the essence of innovation, brought alive though shape, structure and colour. We ensured communication consumed across each and every touch point, was now unified and cohesive.
We are a branding agency that loves to design things digital first, mobile friendly and future ready. Since 95% of emails are consumed on mobile devices, we ensured that they not only had a sense of unity and harmony, but they also rendered perfect across both dark and light modes.