Business degrees are some of the most sought-after qualifications and competition between business schools is fierce. Imperial College Business School is less than ten years old, but is up against high-profile schools in the UK and US who have built up their reputation over more than 100 years. To drive awareness of the school, they developed a new positioning: ‘the fusion of business and technology’, and needed a new brand identity to communicate this. The aim was to build reputation and to grow staff and student populations in both number and calibre. Taking a technology-first approach that focused on simplicity and clarity, the design has intelligent and forward-thinking credentials. It is also easily transferable for billboards, social media, the website, brochures and video animations. Imperial College Business School is now in the ‘premier league’, and has gained more prestigious accreditations. A recent survey showed that the college is now 4 for brand awareness and student numbers are up 20% across all programmes.