Launched in 1999, the Executive Master of Science in Communications Management program (EMScom for short) is a 20-month, international part-time program for mid-career professionals at the Faculty of Communication Sciences in the Università della Svizzera Italiana in the Italian-speaking, and Italy-bordering city of Lugano, Switzerland. EMScom “prepares professionals in developing new perspectives in key management areas, including management of stakeholder relationships, public relations, reputation management, and corporate identity on a strategic level — all with the ultimate goal of enabling communicators to go beyond simply communication and to contribute to their organization’s corporate strategy.” Considered a leader in its field and wanting to raise their international profile, EMScom introduced a new identity designed by Moving Brands around the narrative of “Change your perspective” which highlights the “transformational process, both personally and professionally, that stakeholders identified as essential to the course.”
The Brand Narrative of ‘Change your perspective’ underpinned the movement of the dynamic logo: Each line is constantly acting and reacting on its axis, representing the paradigm shift the students experience. The logo also references the natural phenomenon of collective intelligence — where groups act in unison with intelligence greater than that of the individual. In digital applications the logo gradually shifts, and there is a selection of ‘snapshots’ of the mark for use in print applications.
— Moving Brands case study
Nothing like a good flexible logo to start the week. Although not necessarily the most attractive logo we’ve seen — in part because of the extra large size of the flock of slashes in relation to the type and in part because of the type itself (Gravur Condensed) — the texture it generates and the system that’s built on it are, somewhat oxymoronically, quite attractive. The logo also works well when paired — as it has to be — with its university, parent brand logo (the thick vertical stick thing seen at the top of the first few applications below) by working as a kind of modern-day seal at the bottom of each application. One thing that confuses me is why neither “Executive Master of Science in Communications Management” nor “EMScom” is reflected in the text of the logo and instead a new arrangement of some of those words — “Communication Management, Executive Education” — has been introduced to an already convoluted collection of descriptors. Nonethless what I like most about the identity is that it lends an air of scientific approach to a range of disciplines that are more business-oriented.