In February 2015, ESG Management School announced an ambitious strategic plan revolving around a brand change. ESG Management School was to become PSB Paris School of Business and six months later, the school is continuing with its transformation.
After engaging its current and former students and a successful start of the new academic year having reached the recruitment goals — more than 795 new students have enrolled —, the school is now launching its all-new website www.psbedu.paris. The year 2015 can be summed up well for PSB Paris School of Business with the words “New World, New Campus, New Brand!".
Higher education in France and throughout the world is greatly changing. According to the OECD, a typical classroom in 2020 will have 29 Chinese, 12 Indian, 11 American, 4 Japanese, 2 German and 2 French students. Beyond these demographic aspects, the teaching methods will also have completely changed. There will be much less physical classroom sessions and much more online classes. The revolution has begun. Therefore, France, which is a much cheaper destination than the Anglo-Saxon alternatives, is striving to attract foreign students.
By including Paris in its name after having obtained AMBA accreditation for its Grande Ecole program and extending its offering with BBA, MSc, MA, MBA and Executive DBA programs, PSB Paris School of Business is presenting itself as an attractive alternative in a top position among schools with an international vocation.
As of the 2014 academic year, PSB Paris School of Business joined Campus Cluster Paris Innovation, an exceptional campus spread over 10,000 m² situated in the heart of the new Paris-based innovation cluster at the foot of the underground stop Olympiades in the 13th district. It is also the site of 2 other schools (the IICP and Web School Factory) in addition to the 1st digital innovation cluster, the Innovation Factory, which is home to an incubator, start-ups and large companies.
A new logo for a new name. Decryption:
Psb, 3 letters and, in particular, a new symbol. Alone, they say nothing. Yet in association with their meanings, they provide universal suggestive power: Paris, known throughout the world, is twice affirmed with its name and the iconic representation of the Eiffel Tower; School of Business unequivocally announces what the brand is all about.
It's a powerful and universal brand that stands on three academic pillars represented by the three squares: knowledge, know-how, personal skills. This is what students from all over the world will develop as stated by the school's promise: Acting beyond knowledge.
The two fonts used create a bridge between tradition and modernity with one recalling the former ESG Management School with its history and notoriety and the other, the school's ability to position itself in the world with the straight, squared shape.
And the final touch for brand reinforcement: its website, which has been completely updated and features a .paris domain name. This is one more element of international visibility and recognition.
Using a brand that is understood by the entire world is needed in order to compete as an international school and PSB Paris School of Business now holds all the aces to do so.