On
CAMPUS Prof. José MACHADO,
WRITER: Jorge de Sousa Assistant Associate Dean – Nova School of Business & Economics
Nova School of Business and Economics rebranding operation a success
Dean, Nova School of Business & Economics
NOVA has a new brand and the CEMS community will no longer be hearing about the Faculdade de Economia da Universidade Nova de Lisboa. From now on, look for the Nova School of Business and Economics - NovaSBE. Our new logo, with two asymmetrical squares, translates the capacity of the School to develop high potential people – powerful minds – prepared to think and act “outside the box”. The brand embodies two elements: NOVA, which arises in a new, engaging red, and its message in true blue - an enduring feature that underpins the lives of the students and alumni, as well as the faculty, staff, and stakeholders. The new image seeks to reflect the excellence of our research, our teaching, and students, and reinforces our positioning – preparing people to actually make a difference, anywhere in the
world – a goal in lockstep with the overarching ambition of CEMS. NovaSBE classes are taught entirely in English, our professors come from 24 nations, and the students from over 50. The time is right to attest to our international vocation by advancing a graphic identity exclusively in English. Changing a logo is always risky – a trade-off between hard-won brand recognition and innovation – but the ambition is to project the school as a magnet for youthful talent worldwide - in one of Europe’s top destinations: Lisbon! We accept this risk with confidence. Naturally, the new image also suggests our differentiation strategy, which is founded on two pillars:
Positioning the school as a “transatlantic business-knowledge bridge” linking Europe and other Portuguese-speaking communities. Several steps have already been taken in this regard: creating the Angola Business School; establishing double degrees with top Brazilian schools; and networking with Portuguese-speaking communities in the US and Canada. Creating Knowledge Centres to attract resources and constitute mainstay research and teaching activities.
The Dean of the School, Professor José F. Machado reminds us: "This rebranding reflects the path of leadership followed by NovaSBE, stated in our vision – to be among the best in Europe.” Nova School of Business and Economics
More information www.novasbe.pt | 22 |