UBI’s Rebranding

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Companies choose to rebrand for a variety of reasons. It may be due to a change in management, a shift in public image, or forecasted international growth. While rebranding often includes all aspects of a company, an organisation sometimes changes only its motto or slogan. Whatever the reason or the extent of the rebranding, the company must convey the message it wants the world to perceive. We have chosen to rebrand this year to mark UBI’s 30th anniversary.
UBI's rebranding goes hand in hand with all of the adjustments we have been making to modernise our selection of programmes, whilst raising our academic standards.
Vincent Tam
Dean, UBI Luxembourg

What has changed?

We are strengthening our academic standards and better preparing our students for the requirements of the global workplace. Through an extensive, years-long process of research and development, our bachelor’s and MBA programmes have been revised to incorporate timely topics that reflect modern business theory and practice. The three pillars of globalisation, digitisation, and good citizenship are the foundation of our new programmes. The hybrid delivery of our programmes provides both a flexible format and prepares students to function in the modern tech-supported business environment. We are confident these improvements will produce employees and leaders who are more competent in the modern professional setting.


Our logo and visual identity have changed as well. To more clearly portray our function, we will now refer to ourselves as UBI Business School. Our logo was updated, including both old and new elements: the round of our previous seal and the square of a more modern logo. A touch of orange was added to our colour charter. The orange corner on the logo represents thinking outside of the box. Our logo and visual identity were updated to reflect our name change and to present a more graphically-modern image of UBI.

UBI's new image reflects our plans for the future of our school, based on strength, innovation, and integrity.
Gaston Fornes
Non-Executive Dean

What has not changed?

We continue to run our programmes in partnership with Middlesex University London. While we may have updated our programmes, they are still validated by Middlesex, and students still receive an official Middlesex degree upon completion of all programme requirements. Practical knowledge and skills remain a focus of the UBI education, and these are now enhanced by programmes that feature internships, simulators, case-studies, and UBI’s Venture Creation Lab.


UBI’s personal approach to education will not change. Beginning with the application and orientation process, our administration offers personal counsel and support. Our small class size allows students to get to know their teachers well, in addition to getting to know each other. These relationships form the foundation of our student and alumni association and the beginning of our students’ professional network. What begins at UBI continues beyond graduation.

Rebranding is not a simple task but a challenging project. I see it as an opportunity to show achievements and new identity traits in the evolution of an organisation. Its success depends on the alignment with all involved stakeholders.
Giuseppe Bellia
Dean, UBI Brussels

What does UBI’s future hold?

UBI Business School will move forward, striving for excellence in all we do. We have defined our strategic approach to communication which will provide an enhanced and user-friendly experience on all channels. This will include comprehensive qualitative content to highlight our various stakeholders. Our career development services have been structured and we will incorporate additional partnerships with companies to offer quality professional experiences and opportunities to our students and alumni. We are thankful for what we’ve learned over the past 30 years and look forward to another 30 years to come.