New Name, New Logo: 5 Questions with Émilie Coudeyre

New Campus Trudaine XL, new identity, new logo! In 2024, Clermont School of Business is enthusiastically opening a new chapter in its history.

To better understand the motivations behind this renewal and the strategy accompanying the change in the School’s name and logo, we asked Émilie Coudeyre, Communications Director at Clermont Business School, 5 questions. She walks us through this complex process and explains how this new identity takes into account our competitive environment and aligns with the roadmap set out in the REVEAL 22-27 strategic plan.

ESC Clermont BS is now called Clermont School of Business. Why did you choose to change the School’s name and logo now?

In a rapidly changing market and with major developments on the horizon for our institution, including the expansion of our historic campus and the opening of international campuses, we felt it was relevant, in line with our REVEAL 22-27 strategic plan, to explore whether it was the right time to evolve our brand name. It was also a pivotal moment in the history of business schools, as a competitive study showed that we were the last school in France to still use the ESC acronym (a marker of schools co-managed by Chambers of Commerce and Industry).

Of course, changing a name and logo is a sensitive process due to the involvement of many stakeholders, the need to maintain strategic and visual coherence, and the cost and time required for such an operation. To initiate (or not) this transition and assess the risks, we conducted a brand name audit, involving all our stakeholders: governance, Executive Committee, teaching staff, learners, students, alumni, institutional partners, and businesses. This audit allowed us to understand how our brand resonated with its various audiences. The results revealed a strong attachment to “Clermont,” emphasizing our local roots while expressing a need for a more modern and international image. This led us to opt for a “soft transition” approach, retaining our historical elements while modernizing them.

You chose a “soft transition.” Could you explain more about this strategic choice?

Absolutely. We opted for a “soft transition” to preserve the historical link with Clermont-Ferrand, which is part of our DNA. The word “Clermont” is a crucial identity marker, recognized internationally, so it was important to keep it while modernizing our image.

In line with the audit, we also decided to retain our historical colors, blue and orange. These two colors are strong markers of the School and are deeply ingrained in the brand perception of every stakeholder. Paired with our new logo, they provide reassuring continuity for our audience. Throughout the process, we sought to find the right balance between tradition and innovation to ensure that this transition would be accepted and understood by everyone.

How did you manage to modernize the logo while respecting the School’s history and heritage?

It was all about finding the right balance. We needed to modernize our approach while preserving our history and identity. It was essential to give meaning to both the form and the substance so that everyone could relate to it and embrace it.

Our new logo, carrying strong symbols, was designed with a modern typeface, emphasizing the word “Clermont” to highlight our territorial roots. To the right, the asterisk icon symbolizes openness and the exploration of new horizons. It consists of several layered shapes:

• The Asterisk: Represents our plural identity, our ability to look beyond the obvious, and our attention to detail.
• The Arrow: Symbolizes aiming higher and reaching new goals.
• The Roots: Anchor us to our territory and remind us to grow while never forgetting our history.

This new logo perfectly embodies the balance between tradition and innovation, reflecting both our heritage and ambitions.

A communication plan was deployed to explain this change. What concrete actions were taken to inform the School’s various audiences?

The brand change was rolled out across all communication channels and media, requiring careful planning. Several concrete actions were taken: a teaser phase during the summer with a motion design video to spark curiosity, an early announcement to all stakeholders connected to the school (institutional, public, and private actors), an official launch during a press conference with several journalists, the release of two dedicated films, the redesign of all brochures and marketing materials to reflect the new identity, the creation of promotional items, and the rebranding of social media identities… Next will be the migration of our website and email addresses.

It was essential to ensure that this change was well understood and accepted. We implemented a large-scale communication plan, including an advertising campaign in strategic locations, particularly in Clermont-Ferrand train station and the city’s JCDecaux network, combined with a presence in the press, notably with the cover of DIVERTO on September 29, to explain the meaning behind our new logo and inform as many people as possible about this transition within the region.

We also launched a digital campaign on social media and placed ads in local and specialized press. The goal was to engage all of our target audiences in an educational and gradual manner.

An ambassador, a graduate of the School, was chosen to represent the new brand. What guided this choice, and how does this ambassador reflect the School’s values?

We chose Charles Fella, a School graduate and paragliding enthusiast, to embody this new identity. This choice was no coincidence.

Paragliding is a sport that requires both concentration and preparation, but it also allows for a unique connection with nature, filled with admiration and respect. Charles perfectly embodies the spirit of our School: passion, ambition, perseverance, and connection with life. He also lent his voice as the narrator for the inspiring film specially created to reveal our brand name change, establishing authenticity and a strong emotional connection with our community.

Charles will fly with a glider in the School’s colors, literally making us shine in the sky. Other projects are in the works to strengthen this collaboration and continue bringing our new brand to life! Stay tuned!