New Business School brand mark and repositioning plan

The Business School has announced a strategic repositioning plan that Dean Robert Dolan says "will communicate in a single, clear voice the school's distinct strengths to the world."

In a message to the Business School, Dolan wrote, "Since my arrival nearly two years ago, I have been consulting with various members of the Michigan Business School community–from students in Ann Arbor to alumni all over the world–on a central question for the school. What do we want to be? Or, in business school terms, what is our value proposition? How do we build on our strengths to create a distinctive Michigan approach?"

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The school's new positioning statement–"Leading in thought and action"–reflects its focus on faculty research and action-oriented programming.

Dolan's strategic positioning is built upon four core values: develop broad-based intellectual capital with impact; innovate in business education; capitalize on co-creation opportunities in which faculty, staff, alumni and business partners work with students to co-create educational experiences that fit the needs and interests of each individual; and connect theory and practice. "We connect theory and practice, bridging business scholarship and business practice," Dolan says. "This is our unique approach–action-based learning and interdisciplinary, team-oriented situations that develop leaders and ideas that change the world."

The strategic repositioning plan merited an updated graphic identity, including a new brand mark, color palette and typography. The brand mark, which combines Michigan's traditional "Block M" with the signature "Michigan Business School," is designed to align the Business School with U-M; achieve instant, worldwide recognition; and build in flexibility and ease of use across all applications, from publications to letterhead and Web communications.

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