New Vlerick brand wins gold at the 2013 Transform Awards

Last night, during the ceremony dinner of the annual Transform Awards in London, Vlerick Business School won Gold for the category ‘Best Rebrand From Western Europe’. The new Vlerick brand identity also won the Bronze Award for the category ‘Best corporate rebrand to reflect changed mission/values/positioning’. The Transform Awards is Europe’s only dedicated celebration of excellence in rebranding, repositioning and brand transformation. The two trophies will be put on display at the Ghent campus reception desk.

Philippe Haspeslagh, Dean Vlerick Business School: Business schools are increasingly selected based on the trust in the brand promise. We chose to conduct a rebranding initiative under the professional guidance of Landor, but there was also lots of internal commitment. This resulted in four brand drivers and a visual identity that truly capture what we are and aspire to be. And in addition, we implemented an internal change process to live the brand inside. In sum, a creative, consistent and sustained effort. It’s nice when the profession recognises the accomplishment.

Hilde Van Lysebeth, Corporate Marketing Manager at Vlerick, is thrilled as well about this excellent result: "As project leader of the Vlerick rebranding project, this achievement makes me very proud! It’s the icing on the cake of what has been a challenging 18-month journey. Since its launch in September last year, I’ve become even more enthusiastic in working with our new corporate identity.

John Stanley, Design Director at brand consulting firm Landor Associates, who created the new Vlerick brand: “This is recognition of a really special piece of work in a very highly regarded international competition. It is true to say that with projects like this you are only as good as your client and the Vlerick team were a joy to work with. So, in a marketplace that is rather traditional, Vlerick were very brave and forward thinking in allowing us to take forward a radical and progressive brand identity that really sets them apart and that also captures the unique energy that is at the heart of Vlerick. Working together we were allowed to turn an insightful strategy into a strong and distinctive brand. We couldn't have asked for any more.

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