Dans des métiers aussi minutieux et précis que ceux de l’hôtellerie et des arts culinaires, la transmission du savoir-faire, l’exigence et l’excellence sont aujourd’hui des prérequis incontournables. Mais, seuls, ils ne suffisent pas. Au contraire. Ils ne doivent servir qu’à une seule chose : libérer la créativité et permettre à chacun de se dépasser et d’imaginer le métier qui lui ressemble. C’est tout l’ancrage de la Brand Essence définie par CBA : « votre imagination dépasse l’excellence ».
Cette Brand Essence se traduit concrètement par une nouvelle signature, en deux langues : « Apprenons à rêver en grand »
In the fields of hospitality and the culinary arts which are so detailed and precise, the transmission of knowledge, high standards and excellence is key nowadays. But the latter alone are not enough. Rather they should serve one purpose only: to unlock creativity and enable every individual to excel and mould the job to fit them. This was the basis for the Brand Essence defined by CBA: "Your imagination can take you beyond excellence".
This Brand Essence is expressed in a new slogan available in two languages: "Learn better, Dream Brighter"
It is also embodied in a new creative concept, built around the idea of combining elements and reflected in:
- a new visual identity that associates and combines knowledge, energy, culture, experience, dreams and ideas, to enable each and every individual to identify their own potential and shape their future.
- a new logo with the name of the original founder now given less weight than the word 'Institut' in a design that is highly spontaneous, collaborative and contemporary
The brand architecture has been reworked around 3 key areas and the colour of the logo varies depending on the area: blue for continuing education, red for higher education and green for research. "We needed an umbrella brand that would bring all of our activities together. We are known for our higher education, but we also have a vocational training centre and a research centre", explains Dominique Giraudier, CEO Institut Paul Bocuse Group.
Lastly, CBA delivered a brand book sharing, in addition to the design guidelines, all the work carried out in terms of philosophy and positioning, personality and visual identity, and communication and tone.
Through this approach, CBA has given the Institut Paul Bocuse brand a new edge and the modern image that it deserves by highlighting its diversity and creativity. The unveiling of this new identity took place at the Sirha Trade Exhibition (international exhibition for the catering and hospitality industries) on 21st January 2017 and was very well-received by students and staff, as well as by all representatives of the industry.