SDA Bocconi: a new strategic vision for the future

SDA Bocconi School of Management has announced a significant evolution of its identity, featuring a renewed strategy and an updated design system. This initiative aims to reflect the school's commitment to driving change through research, education, and tangible impact.

Founded in 1971, SDA Bocconi has long been recognized as a benchmark in management education, known for its academic rigor and practical application of knowledge. However, in a constantly evolving educational landscape, SDA Bocconi also felt the need to refresh its identity. To achieve this transformation, the school partnered with Tribe Communication, which interpreted the vision of repositioning, translating it into an effective creative and communication strategy.

At the heart of this transformation lies the new positioning: Research, Rethink, Reimagine. This underscores the school’s innovative approach, based on practical research and education that prepares individuals to make a tangible mark on the real world. This positioning expresses the central role of research and education in addressing future challenges, encouraging continuous reflection and reimagining of existing paradigms.

The identity evolution did not involve a change to the logo but rather the development of a dynamic and creative approach that makes it unique, turning it into a window to the world. It symbolizes SDA Bocconi's global vision and commitment to diversity. The yellow, combined with the institutional blue, represents the energy and creativity that characterize the school's approach. A palette of five shades reflects the variety of SDA Bocconi’s educational offerings, highlighting each business unit and underscoring its commitment to inclusivity and innovation. As Stefano Caselli, Dean of SDA Bocconi School of Management, states: "The new identity embodies our philosophy of transforming knowledge into tangible action and social impact. Additionally, the identity is adapted for the diverse functions of the School, highlighting the contribution each one makes to our educational mission."

The brand transformation is further supported by SDA Bocconi's first global branding campaign, "Let’s Make the Future." The campaign highlights how the School of Management goes beyond theory, promoting an approach that turns knowledge into concrete actions and real impacts. In a world that demands inclusivity and equity, the school encourages moving beyond understanding to actively applying what has been learned, making a difference in everyday reality.

This new identity and campaign represent SDA Bocconi's commitment to staying at the forefront of management education, ready to equip future leaders with the skills and knowledge needed to drive positive change in an increasingly complex world.

SDA Bocconi School of Management