HSB identity

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H S B I D E N T I T Y

branding the definitive mba for the new product economy

Partner-in-charge & Creative director Itu Chaudhuri | Brand concept Itu Chaudhuri | Design concept Itu Chaudhuri, Abhishek Ghosh, Pradyut Nath, Arpit Sharma | Alternate design concept Ashok Dey, Sreeja Chatterjee, Saumya Dalal | Writer Itu Chaudhuri, Ayushmaan Agarwalla, Abhishek Akhoury | Page animation Pradyut Nath | Project duration 5 months

Hari Shankar Singhania School of Business or HSB, Jaipur is offering India’s first MBA in Product Management. HSB is led by experienced and proven management minds of the country. The unique programme sits at the intersection of design, technology and management, to produce the next generation of product-minded business leaders. HSB’s leadership collaborated with ICD on the branding, communication and identity design for their newly established B-school.

stepping forward towards a changing future

The logo reflects HSB’s position as a forward-thinking academic institution that is defined by its openness to emerging trends in the business world. The deliberately incomplete ‘S’ symbolizes the encouraged flow and intermix of tech, design and business disciplines. Ideas flow freely through the open space within.

coherence and clarity across the board

Guidelines and examples of extending the identity at a consistent level of clarity and coherence were established and shared. This ensures the HSB communication maintains its signature across the board

the hsb brochure: programme expressed in clear and beautiful terms

The HSB promise—a new, product focused management education—is explained in detail in a full brochure. Unique facets of the 2 year programme are highlighted in section-wise. Infographics are used to make the content glanceable. The message is conveyed to the prospective student in the collegial tone of a well-knowing mentor.