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Grenoble Ecole de Management Reinvents Its Brand to Become a “Lab for Society”

Grenoble Ecole de Management
Published on
10 April 2018

Grenoble Ecole de Management (GEM) announced the launch of a new brand platform to guide its communications and unite the school’s actors under the banner of a shared, high-impact brand.


"At GEM, we want to go beyond education and research. Movement, experimentation and thinking in action; our capacity to build alliances; our expertise in the Management of Technology, Innovation and Entrepreneurship; our strong regional roots and our national and international development… Through all of these factors, we wish to offer concrete solutions to the major challenges of tomorrow," explains Loïck Roche, Director of GEM.

With this guiding strategy, the Brand, Digital and Communications department at GEM collaborated with the Super Regular agency located in Grenoble (specialized in strategy and brand design for companies such as Botanic, Michelin, Fusalp, Scheider, or Opinel).

The goal: to unite all of the school's actors around a unique, inspiring brand that would reinforce GEM's distinctive identity.

What's new in terms of GEM communications…

GEM becomes a Business Lab for Society

GEM is more than just a school. It's a laboratory where the sky's the limit to invent the company and society of tomorrow. It's a testing ground, a place for experimentation, analysis and unique combinations to solve complex problems. The phrase "Business Lab for Society" was integrated in the school's logo in order to reaffirm this unique vision. It's also an opportunity for us to tip our hat to the Grenoble ecosystem, which is full of laboratories, research centers and R&D departments.

« ActThinkImpact » : GEM banks on combining movement and a critical spirit

This slogan touches all of GEM's audiences. Simple and direct, it promotes pragmatism, reflection and humanism. With never-ending variations, it encourages action—action that has a real impact on lives, careers, companies and society. It's also an expression that underlines the perpetual movement between thinking and acting, which so characterizes GEM as a Business Lab and source of new initiatives, projects and ideas.

New iconography built around reality

To underline its new brand vision, GEM has decided to return to its roots in Grenoble through the use of majestic and large format photos of the alpine and urban environment. This is all the more fitting as the school’s character was shaped by this landscape.

To express the collaborative spirit of its stakeholders, the school will focus on raw, straight forward, spontaneous, direct, lively and unartificial images of students and employees (always using large formats). The message is simple: the individuals and personalities are what matter at GEM.

Finally, our communications tools were redesigned to create an environment that matches the current media universe (illustrations, graphic design, formats, editorial content, etc.). A sign that highlights our openness and role as a source of news and intellectual development.

Etudiante GEM

New tools

In addition to a new brand slogan and changes to our logo, the first communications tools will be shared throughout the year. The 2018 New Year's card offered a taste of the new GEM brand. A brand guide will be provided for employees. The evolution will also include a tabloid-style corporate brochure and a new brand film. The GEM website also benefited from a new graphic design that increases its simplicity and adaptability while managing content as a flow of information just like a media website.

"Our communications must be simple, clear and inspiring for all of the brand's stakeholders. Our new brand design is a commitment to charm all the while respecting our identity, to express and hold our promises, to be ambitious but not arrogant…" says Annelaure Oudinot, director of Brand, Digital and Communications at GEM.