RS314 5343.40 Brand Guidelines Update Apr 2020 v2

London Business School
Brand Guidelines
Bringing the
essence to life.
APRIL 2020
Contents
Our brand
Our brand model 3
Minds alive 4
How we speak
Tone of voice 6
Talking about the School 14
House style 20
How we look
Logo 29
Colour 34
Typography 36
Icons 38
Infographics 40
The Red Thread – Usage 43
Art direction
Overview 53
Connected moments 54
Portraiture 55
Supporting photography 56
Best practice comms 64
Contact 84
2
Our brand How we speak How we look Art direction Examples Contacts
OUR BRAND
Our brand model Minds alive
Our brand model
Pillars
Original thinking The spirit of London Global community

is fuelled by knowing how is the oxygen that breathes life and a powerfully connected network fuelled by
to think, not what to think. dynamism into people and ideas. a spirit of generosity and challenge.
Personality
Rigorous Open Curious Inspiring

Believes that robust evidence is the Loves to collaborate and Constantly looking for new Brings out the best
cornerstone of academic excellence. create new connections. ways to think about things. in every individual.
Point of view Purpose Essence
We believe that We exist to have a profound Diverse minds,

magic happens when impact on the way the world powerfully charged.
diverse minds powerfully does business and the way
connect and collide. business impacts the world.
Our brand archetypes
The wisdom of the ‘Sage’ enables the freedom of the ‘Explorer’
Last updated: 6 April, 2020

OUR BRAND
Our brand model Minds alive
Minds alive
Minds alive is the promise We express the spirit of Minds alive in the following way:
of our evolved brand As a community, we challenge the status quo, question
positioning translated into industry norms and free-up people to define their
an emotively engaging idea own success. This is a place where curious thinkers
are unleashed and encouraged to experiment. Where
for all our external audiences. future business leaders are exposed to countless
It encompasses all our activities perspectives, and learn how to think, not what to think.
and is how the world will now And where minds are truly brought to life, so they can
have a remarkable impact on the world.
come to know us.
Minds alive is an asset we must protect. It will build
See also Brand advertising on page 72 in equity and will be at its most powerful when
used with purpose. It should not be used across all Where minds
collateral and in all messaging, but used primarily in: come alive to have a
remarkable impact.
● All advertising material london.edu
(print, poster, digital display assets)

● Key event pull-up banners
● Social media #s
● Social media videos
● All new video end frames
● Campaign activity
Minds alive is not something we reference overtly

at the end of a speech, as part of a pitch, or force
into a conversation. It should be the result of every
interaction and experience with the London Business
School brand and our community and should be felt
at each and every touchpoint with the School. Where minds come
alive to fuel a different
way of thinking.
london.edu

Tone
of voice
Building powerful
connections,
word by word.
How we speak
5
TONE OF VOICE
Tone of voice About the School House style Calls to action
Introduction Introduction Who we are Our personality Flexing the tone
Forget for a minute tradition, At London Business School, we’re not so much academic
lectures and assignments institution as dynamic global community. A community made
and think about people, ideas up of the people with us today and the people we want to
and an energy and purpose attract (even if they don’t yet know it).
connecting it all.
Our voice is the call they recognise, creating a sense of
belonging, inspiration and the recognition of being accepted as
a peer by some of the world’s brightest minds. So how we say
things is just as important as what we say.
Our community will come into contact with our words every day.
A brochure. An article. An email. An advert. So we must interest
and inspire them; doing away with generalisations, formality and
certainly any kind of stuffiness and welcoming the reader into a
world of camaraderie and discovery.
Think of us as a passionate explorer of ideas and connector of

people, fostering excellence and originality as part of something
much bigger – the ability to have a remarkable impact in the
world.

6
TONE OF VOICE
Who we are Introduction Who we are Our personality Flexing the tone
We have four strong

personality traits that guide Curious Rigorous
the way we speak. ● Are we interesting and interested in ● Are we being specific? Illustrating a point
Our writing is always new things and each other? with provable facts or examples based
on experience?
Curious, Open, Rigorous ● Have we created a feeling of possibility or
a new perspective? ● Are we being credible?
and Inspiring. ● Are we using an active voice? ● Is our writing precise and pithy, without waffle
● Are we keeping things interesting by varying or exaggeration?
The pages that follow explain each trait in our pace, asking rhetorical questions or ● Do we have any related faculty research we
more detail, but as a quick checklist, here applying some fresh thinking? could draw on?
are some questions to ask yourself.
Open Inspiring
● Are we inviting the reader in? Inviting them to ● Have we been aspirational? Created a vision
join or acknowledging they’re already part of our in the reader’s mind? With a way to make it
global community? happen?
● Are we making it personal? ● Are we talking about the benefits and not the
● Are we using everyday language? features?
● Are we avoiding clichés or obvious metaphors? ● Could we tell a real story here?

7
OUR PERSONALITY Our brand How we speak How we look Art direction Examples Contacts
TONE OF VOICE
Curious Introduction Who we are Our personality Flexing the tone
Constantly looking for new Brave, experimental and involved

ways to think about things.
Be original Use an active not a passive voice Vary the pace
Bring to life the Explorer archetype and For example, Be engaging by using refreshing
the spirit of London with a fresh way sentence structures or writing a shorter
‘we provide strategy experts’
of looking at something. After all, we sentence after a longer one. Even a one
rather than
welcome minds that think uniquely. word sentence. Really. It also makes your
‘Curious’ is the signature ‘accent’ quality
‘strategy experts are provided by us’. writing easier to digest.
of LBS. It’s essential to use it to stand out, Create a feeling of possibility. Be
We know there will be times when a
but a little goes a long way. provocative. Be challenging. And keep Ask away
things interesting. Use vocabulary and passive voice works better, but an active
voice tells you that someone is doing A curious mind is an inquisitive one
‘Rigorous’ acts as a guardrail here. metaphor to bring contrast and create a
something, they take responsibility, plus it and the question mark is your tool.
We can be expressive (where relevant), sense of originality and discovery.
can sound more personal. Try to use it as Use questions to challenge the status
without losing sharpness of mind, much as you can. quo or rhetorical questions to get your
which is what we’re aiming for. audience thinking.
Instead of We say
Expand your horizons on the Look beyond. And over. And above.
London Business School MBA. With a London Business School MBA.
In the organisational Behaviour PhD class you’ll gain What makes organisations tick?
a practical understanding of what shapes the way Find out for real with our
organisations work. Organisational Behaviour PhD.
Creating world-class research is a fundamental part of life Excelling at research is what drives us
at London Business School. at London Business School.
We never
State the obvious – ‘London is a global city’
‘Support that will help you’
Sound robotic, like we’re ‘Student discount applies’

going through the motions -

8
TONE OF VOICE
Open Introduction Who we are Our personality Flexing the tone
Loves to collaborate and Inclusive, generous (supportive) and transparent

create new connections.
Create a connection Use more everyday words Avoid the clichés
Build an affinity with personal pronouns. In order to connect we need to talk the Steer clear of tired phrases
Use ‘you’, not students. Talk about same language as our audience. Think (particularly in the business world),
London Business School as ‘we’ or ‘us’ about what people really say when they obvious metaphors and clichés,
and ‘our programme’ rather than ‘the talk. What’s familiar to them? Do people
A note on diversity like ‘your road to success’ or
School’s programme’, to give your writing say ‘forge’ or ‘create’? ‘Illuminate’ or
‘the opportunity of a lifetime’.
Words like ‘diversity’ and ‘inclusivity’ a more personal touch. ‘highlight’? ‘novel’ or ‘new’?
They sound like marketing speak
are essential, but it’s also important to It’s a fine line and we mustn’t dumb-
Feel welcome - condescending and unnatural.
use the ‘Open’ tone to communicate our down, but using pompous language
Instead focus on the more emotional
approach in action. Phrases like ‘your Use verbs of participation like ‘share’, or academic jargon will also feel less
and engaging message –
unique perspective’ and ‘the value we ‘join’, ‘bring’, ‘meet’, or ‘be part of’ to transparent. We also need to bear in
the end result.
all bring’ communicate our ethos in a demonstrate dynamic minds coming mind our diverse audience. We want
together and to feel inclusive. them to understand the meaning of our We want to be original and
natural, immediate way.
communication the first time they read it. thought-provoking from the outset,
Likewise adjectives like ‘contrasting’,
‘various’, and ‘independent’ show a not lazy or conventional.
Learning from our community
breadth of outlook and the excitement of
We should always be aware of, and combining different points of view.
avoid, ethnically exclusive, ableist,
heteronormative or cisnormative
Instead of We say
language. While, at LBS, we have long
been committed to this, we must set an Carve the career you want Meet the people defining their own success
example and continue listening to our
Collaborate with us to create learning solutions for Get powerful and lasting results – join us to discover how.
communities to continually learn how to
powerful and lasting result.
do better, ahead of the mainstream.
Develop the power to innovate, break frontiers and Learn to spot new areas of business growth through
discover untapped customer insights to illuminate new innovation and untapped customer insights.
areas of business growth.
Expand your global perspective within a student body Our students come from all over the world so you can
drawn from every continent. benefit from a truly global perspective.
Climbing the career ladder Fuelling your career

9
TONE OF VOICE
Rigorous Introduction Who we are Our personality Flexing the tone
Believes that robust Precise, thorough and polished

evidence is the cornerstone
of academic excellence. Get specific Keep it concise
Rigorous research and proven facts are at the heart of LBS. Steer clear of waffle, repetition and exaggeration. Often the
Where we can, we should use facts, evidence and direct quotes more words you use, the less confident you sound. Our writing
to make our point. Creating clarity by using the right detail at should be precise and to the point to reflect our rigorous nature.
the right time. An expert also presents things clearly and simply. Work out your
Rankings and results
For example, rather than main message – there’s no need to tell everyone everything. Also
Statistics for LBS results and rankings are use punctuation, like commas, hyphens and full stops, to break
‘within months a majority of our graduates accept an offer
important proof points and we should of employment’, up longer sentences. It makes them easier to read.
use them whenever relevant. Make sure
we’d say
they sound natural and memorable,
‘96% of our graduates accept an offer of employment within
writing as you would speak.
three months of graduation’.
For example, ‘in the top 20’,
These facts will also add to our credibility and expertise, so
not ‘in the top 14.5th percentile’.
avoid vague language, hyperbole, unsubstantiated claims or
generalisations. We should never fudge or mislead.
We don’t have to mention a statistic every
time we make a claim, but the claim has
to be based on a provable fact, with a link Instead of We say
to the reference or table (a footnote or
citation if offline). Men were recruited online to take part. Researchers recruited 307 men, via the online work
marketplace Mechanical Turk.
We put you at the forefront of progressive marketing With LBS, be at the forefront of marketing strategy.
strategy design.
Developed in partnership with top global recruiters, Today the marketplace is fiercely competitive. Our MiM is
the MiM equips you with the critical understanding developed with top global recruiters. It equips you with
of business, the adaptive mind-set and the business- the right tools to stand out – a critical understanding
ready practical skills to truly stand out in today’s fiercely of business, an adaptive mind-set and business-ready
competitive marketplace. practical skills.

10
TONE OF VOICE
Inspiring Introduction Who we are Our personality Flexing the tone
Brings out of the best Passionate, uplifting and purposeful

in everyone.
Be ambitious Talk about benefits Show, don’t tell
Our inspiring tone gives the audience Don’t focus on what our programmes If you have an opportunity to tell a
a sense of ambition, optimism teach, leave that detail when our real story, tell it. Don’t take our word
and raises expectations. Think big audience want to know more, focus for it, hear it from someone else -
Keep it open. when you write, and go beyond the on the end result – the difference it using quotes in our writing makes it
individual. LBS is an enterprising makes to our students lives. This way feel more personal, authentic and is
While we love non-conformers, we aren’t
community set on impacting the we deliver a more emotional and more powerful.
individualistic, so our new tone balances
world! engaging message. The example For example,rather than saying
strong, motivating language with
For example, rather than left, ‘shape the future of financial ‘it’s a life-changing experience’
the Open characteristic for a sense of
services’, is again a good reference. quote a former student saying how
community. ‘the power to analyse, evaluate and
deliver results’, LBS changed their life.
we say
‘shape the future of financial services’.
Use bold phrasing and encouraging
words like ‘achieve’ and ‘transform’ to
inspire.
Instead of We say
Translate and communicate data findings into insightful, Use the power of data to transform your business.
impactful business solutions.
Our world-renowned faculty guide you through the latest Our global reputation will take you all the way.
in research, software and techniques, as you build the
business-ready skills to shape your future.
Let the EMBA be your catalyst for advancement into a “After the EMBA, I was in a better position to get the
more senior role. promotion I’d wanted for years”, L. Alanani.

11
TONE OF VOICE
Flexing Introduction Who we are Our personality Flexing the tone
the tone
Depth and Detail
Matching the tone to the task
We understand that communications Rigorous Curious

vary. What is appropriate for a potential Believes that robust evidence is the Constantly looking for new ways
student, may not be for an organisation. cornerstone of academic excellence. to think about things.
There are times when our language may
need to be more formal, more academic or Use: to prove and demonstrate Use: to engage and explore
Fact Vision
we may need to use terminology familiar and and
to a particular audience, such as financial Action Emotion
professionals. Open Inspiring
Loves to collaborate and create
Different types of writing will require a Brings out the best in everyone.
different balance of our personality traits
new connections.
Use: to celebrate and motivate
based on the task at hand. Use: to connect and fuse
Breadth and Scope
Here are some examples: Event invitation Job posting Global Give email
An event that we want people to feel We want to encourage candidates to apply, In order to encourage alumni to give we’d
excited about attending, so likely to hero so a more Curious and Open personality adopt a more Open and Inspiring tone.
Open and Inspiring. will appeal more.
Thought piece Course prospectus Organisational email

Showcasing our academia, so will focus We want to engage and attract potential We want to be helpful to company leaders,
more heavily on Curious and Rigorous. students or participants so a combination their time is precious, so a tone that
of Curious, Open and Inspiring will hero reflects a more Rigorous and Inspiring
over Rigorous. personality would be more appropriate
here.

12
Talking about
the School
How to refer to people
and programmes
How we speak
13
TALKING ABOUT THE SCHOOL
Talking about The School Students and participants Our faculty and staff Our programmes
the School
Boilerplate copy Corporations Corporate Partners has an upper case C and P.
Company names should be used without their designations of corporate status, e.g. ltd, plc, sa, gmbh.
London Business School is one of the DECC Degree Education and Career Centre, formerly known as DPO (Degree Programme Office)
world’s elite business schools. We shape
London Business London Business School or the School,
business practice and transform careers
School
across the globe. Our academic strength never the London Business School.
We refer to the School as ‘we’, ‘us’ or the ‘School’ – never ‘it’.
drives original and provocative business
thinking, empowering our people to LBS or LBS is informal and can be used when current students or alumni are the key audience.
London Business
challenge conventional wisdom in a truly School?
Be aware of the audience, where the content is to be used (formal vs. informal) and be consistent.
unique environment. LBS can also be used on social media sites.
When in doubt, spell out the term in full.
Write in full in the first instance then abbreviate to LBS in subsequent mentions..
Sammy Ofer Centre Sammy Ofer Centre

not the Sammy Ofer Centre
Our partner institutions
CBS Columbia Business School
HKU Hong Kong University

14
Our students The School Students and participants Our faculty and staff Our programmes
and participants
Alumni Individuals who have graduated from one of our degree programmes
Alumni (plural), alumnus (male, singular), alumna (female, singular) or alumnae (female, plural).
Never alum or alums. However, referring to ‘a member of our alumni community’ is more friendly
and inclusive.
First mention: full name followed by programme code and year –
‘John Bowmer MBA2012’ or ‘John Bowmer FSSM2014’.
Subsequent mentions: use first name.
If an alumnus has a formal title, please use that title followed by their first name: ‘Sir Chris O’Donnell
MiM2011…’ followed by ‘Sir Chris…’.
For foreign titles, follow the custom of the person’s own country: ‘HRH Prince Feisal bin Al Hussein…’
followed by ‘Prince Feisal…’. We also leave out the period/full stop after an initial in the names of our
alumni/friends/etc.
‘John B Adams MBA2000…’.
All degree programme alumni have alumni status. Designated Executive Education programmes offer
Executive Education alumni status providing access to specified areas of the alumni community (if in
doubt, contact Advancement or the Executive Education Alumni Manager). Programme designations
should be used with alumni names for the first reference only.
Applicants Individuals who have applied to one of our degree or Executive Education programmes
Participants Individuals studying on one of our Executive Education programmes
Past participants Individuals who have successfully completed one of our Executive Education programmes. Designated
Executive Education programmes offer Executive Education alumni status and have access to speciﬁed
areas of the alumni community. If a participant has gained this status, they are referred to as ‘ExecEd
Alumni’
Students Individuals studying on one of our degree programmes

15
Talking about The School Students and participants Our faculty and staff Our programmes
our faculty
and staff Dean External/formal
First mention: François Ortalo-Magné, Dean of London Business School. Subsequent mentions: François.
Internal/informal
First mention: François Ortalo-Magné, Dean. Subsequent mentions: François.
Faculty On first mention: Names are capitalised followed by comma and title or department
e.g. Henri Servaes, Professor of Finance. Subsequent mentions: Professor Servaes.
Faculty who are not full professors (e.g. Associate Professor John Doe) should be referred to with their usual
designation, so if they have a PhD, as Dr Doe.
When referring to a faculty member in a leadership role, it is acceptable to use the following format:
Professor Madan Pillutla, Deputy Dean (Faculty).
We do not abbreviate Professor to Prof.

For social media channels we refer to LBS’s John Doe and do not use academic titles at all. Our convention is
to add the ‘s’ after the apostrophe although we know this is technically not correct. This is to make copy clearer
for all our audiences (e.g. social media posts: Twitter, Facebook, etc.
See also Flexing the tone on page 12
In a list of faculty members and where space is constrained (e.g. in a short news story), it is acceptable to
use the following format: Faculty members Henri Servaes, Costas Markides, Lynda Gratton and Julian
Birkinshaw…
In general references, the word ‘faculty’ does not take an initial capital; it is also singular so ‘Our faculty is...’
rather than ‘Our faculty are...’.
Job Titles Internal titles: these always begin with upper-case letters:
Susie Balch, Associate Dean, Advancement
External titles: use upper-case letters in titles,
e.g. Company XYZ Chairman John Doe… or John Doe, Chairman, Company XYZ…
or John Doe, Chairman of Company XYZ…
When using job titles, as part of a description, use lower case:
John Doe is the head of marketing at Company XYZ.
When talking about the School’s governors, use initial capitals only for specific titles:
Sir Chris Gibson-Smith, Governor, London Business School;
use lower case as a descriptor or for general references.

16
Our programmes The School Students and participants Our faculty and staff Our programmes
See also Programme abbreviations on page 18 Executive Finance programmes not Finance executive and evening programmes or Finance evening programmes.
Education
Those on Executive Education and Finance programmes are referred to as ‘participants’ not ‘students’ and as
and Finance
programmes ‘past participants’, never ‘graduates’. The exception is when they have completed a programme which offers
alumni status and they are then referred to as Executive Education alumni.
Degree The School has ten degree programmes.

programmes
Referred to as programmes not courses and not program.
Written as:
Masters in Financial Analysis Executive MBA (Dubai)/Executive MBA (London)

Masters in Management EMBA-Global Americas & Europe/EMBA-Global
Global Masters in Management Asia
Masters in Analytics and Management Sloan Masters in Leadership and Strategy
Masters in Finance PhD
MBA
Programme On first mention, programme designations should be used when we refer to alumni in all articles, programme
designations marketing materials and name badges.
They indicate programme and year completed. So: MBA2005, EMBA1999, SEMBA2000, MiFFT2012
The exceptions to this rule are:
PhDs, when the year indicates the programme’s start
MBA and Sloan, and the MSc which preceded MBA, in certain years have a numeric programme code.
The graduation year, placed in brackets, should directly follow this programme code.
So: MSc19(1985), MBA23(1987), SLN01(1967).

17
Programme The School Students and participants Our faculty and staff Our programmes
abbreviations
Degree Education (DE)
MFA Masters in Financial Analysis MBA Masters of Business Administration
MiM Masters in Management EMBA Executive MBA – a Masters of Business Administration
designed especially for corporate executives and managers
MAM Masters in Analytics and Management EMBA-Global As above, but based in America, Europe and/or Asia
GMiM Global Masters in Management Sloan LBS Sloan Masters in Leadership and Strategy
MiF Masters in Finance
Executive Education (EE)
General Management programmes Leadership programmes Digital Transformation & Innovation
ADP Accelerated Development DMSL Decision Making Strategies for IDW Innovating in the Digital
programme Leaders World (online)
SEP Senior Executive Programme) LTEL Leading Teams for Emerging EDD Exploiting Disruption in a
Leaders London & Dubai Digital World
Finance programmes
EOL Essentials of Leadership MDM Mastering Digital Marketing
AFA Accounting and Financial Analysis (online)
HPPS High Performance People Skills
VAL Valuation for Leaders STUP Start-up Success
FSVC Financial strategies for Value LBF Leading Businesses into the Future SLCR Sustainability Leadership and
Creation Corporate Responsibility
LCP Leading Change Programme
PIF Project and Infrastructure Finance TEE The Entrepreneurial Edge
NISM Negotiating and Influencing Skills (online)
FEB Financing the Entrepreneurial for Senior Managers
Business Strategy programmes
LGBTQ LGBTQ+ Executive Leadership
PE Masterclass in Private Equity
DSVC Developing Strategy for
WIL Women in Leadership
FNFE Finance for Non-Finance Executives Value Creation
SIM Strategic Investment Management Marketing programmes ESR Executing Strategy for
Results London & Dubai
CFP Corporate Finance programme SB Strategic Branding: From
portfolio Behavioural Insights to Business M&A Mergers and Acquisitions
Growth London & Dubai
Certificates HRST Human Resources
MDS Market Driving Strategies
CIM Certificate in Management Strategy in Transforming
Organisations
CIF Certificate in Finance

18
House style
Punctuation, spelling,
numbers dates,
contact details, places...
How we speak
19
HOUSE STYLE
Punctuation Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
And In printed collateral, always use ‘and’ never ‘&’ unless in formal company names.
In social media posts, on the website or in more informal communications, use of ‘&’ is acceptable.
Bullet points Use full stops and upper case for full sentences only and when bullets follow a full stop. When bullets follow a colon: begin
each bullet line with lower case; • no semicolons at end of each bullet;• full stop at end of final bullet.
Capitalisation Use capitals sparingly. They can be used in the following instances:
Headers: Use initial upper-case only – except where making reference to a title of a service, product or benefit.
Proper nouns: Always capitalise place names, countries, languages/nationalities (English, French, European), names, etc.
Job titles: Capitalise, e.g. François Ortalo-Magné, Dean of London Business School.
Don’t capitalise when talking generally about someone’s role, e.g.
John joined Microsoft as managing director in 2002
The School: When you’re referring to London Business School, always capitalise, e.g. Peter joined the School in 2012. If
referring to another institution or schools in general, use lower-case.
See also LBS or
London Business School? on page 14.
Departments: Capitalise. For example: Degree Programmes or Executive Education
Programmes: core courses: Always capitalise, e.g. Understanding General Management
Regions: North, south etc are capitalised only if part of a commonly used title of an area - e.g. South Africa,
Western Australia - otherwise they are lower case - eg southern England, the west of Scotland, etc.
E.g ., i.e., etc. Lower-case abbreviations take full points. Use c. for circa.
e.g. (means ‘for example’): please use a comma before e.g. but not after: , e.g. No comma before or after i.e.
If at all possible, avoid the use of ‘etc’. Comma before etc. if more than one term precedes it. As in:
This programme includes financial economics, asset pricing, capital markets, etc., and offers multiple networking
opportunities.
Comma after etc., unless it appears at end of sentence. As in:
This programme includes financial economics, asset pricing, capital markets, investment management, etc.
Ellipses (. . .) Should be three points, spaced, closed up at left: e.g. to be continued...
Forward slashes Do not proceed or follow a forward slash with a space, unless it significantly improves readability.
Full stops No additional period/full stop is needed at the end of a sentence after a quotation, abbreviation, heading or subheading, or
a title ending in a punctuation mark, e.g. He was the editor of Which?
Leave out the period/full stop after initials in names; e.g. John B Adams.
20
HOUSE STYLE
Punctuation Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
Hyphenate Well-read book (i.e. when attributive), but the book is well read.
To distinguish different meanings,
e.g. the deep blue sea (the sea is deep and is blue), but the deep-blue sea (the sea is coloured dark blue).
When in doubt, words should be hyphenated, apart from multinational. For example, world-class.
When linking sections rather than individual words use an ‘en dash’ (hold down the control key + hyphen on Num board/Alt
key + hyphen on a Mac) with a space on each side, as in: Career workshops – update job search and career management
skills. A sentence should still make sense with any content linked by an en dash removed,
e.g. “Those who leave our degree programmes get jobs which repay – economically and in terms of fulfilment – their
time spent at the School.” Professor Sir Andrew Likierman
Oxford When listing several items, there is no need for a comma before the ‘and’ joining the last two items. For example:
Comma
‘The Union Flag is red, white and blue.’ NOT ‘The Union Flag is red, white, and blue.’
Paragraphs Paragraphing should be blocked and not indented i.e. aligned left with no indentation and a space above.
Parentheses A full stop should come before closing parenthesis if the whole sentence is in parentheses; otherwise after the closing
parenthesis.
LBS enjoys worldwide renown (it ranks as one of the world’s top business schools).
Punctuation Use one space after all punctuation.

Avoid the excessive use of ‘!’ in printed collateral. Use of ‘!’ is acceptable on social media sites as an informal engagement
tool. For use in other marketing collateral, be consistent and aware of the intended audience and intended use.
See also Flexing the tone on page 12
Quotation Double quotation marks only to be used for direct quotes.

marks
For quotes within quotes: single quotation marks should be placed within double quotation marks. “One particular phrase,
used by Professor Williams, has really stuck with me: ‘If the deal is too cheap, you won’t get it!’“
Full stops belong within quotes if the material quoted forms a grammatically complete unit, e.g.
He said ‘It cannot be done.’ But: He described the plan as ‘totally unworkable’.
For stand-alone quotes on the website, in social media and in collateral, follow this format:
“Quote.” Full name (Nationality), Job title, Company,
as in:
“I chose London Business School because it has the huge advantage of being based in the centre of a truly dynamic city.”
Marco Pinheiro (Portuguese), Partner, BTEN Business Talent Enterprise Network

21
HOUSE STYLE
Numbers and dates Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
Currency US$ €Euro

£1 million or £1 billion, not £1mn. £1m can be used in class directories and on social media.
Where amounts are in currencies other than £ sterling, a conversion into sterling should be provided in
parentheses.
Dates and times Our date format is: 23 February 2012.

Use the 24-hour clock: 15:30 (colon between hour and minute).
Numbers Should be spelled out up to, but not including, 10. If starting a sentence, numbers 10 and above need to be spelt
out, e.g. ‘Twelve years later, she was still sitting at her desk mulling over the style guide.’
Numerals thereafter, except for dates and units of measurement, e.g. 1 July, 9 cm.
Write out second, sixth, eighth etc. – all lower case.
However, in relation to business school rankings, it is acceptable to use 2nd, 5th etc.
Insert a comma for thousands and tens of thousands, e.g. 1,000 and 10,000.
When quoting a range, numerals should be used: 15–72 with no spaces before or after an en dash –.
(Ctrl + hyphen on Num board or Alt + hyphen on Mac).
Percent Use %: ‘the majority of the population (99%) is…’

‘The School will allocate 50% of its Annual Fund to scholarships.’ Percentage – one word.
Degree 360° not 360 degrees.
Years Written up to 10, numerals for 10+.

Four years, Four-year gap
Decades Write out decades: twenties, thirties, seventies.

The 51-year-old graduate, who now works in marketing, says that the two years he spent on campus in his
twenties continue to influence his work.

22
HOUSE STYLE
Spelling and Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
abbreviations
Programme abbreviations Abbreviations Spelling conventions
See also Programme abbreviations on page 18
Spell out a term the first time it is used, followed by the Preferred dictionary for spellings and usage –
abbreviation in brackets. Oxford English Dictionary (OED)
The World Health Organisation (WHO) is the directing advisor focuses Professor
and coordinating authority for health within the United among (not hands-on programme
Nations system. The WHO is responsible for providing amongst) high-calibre real-world
leadership on global health matters.
cooperative leading-edge RSVP – no full
The International Alumni Council (IAC) held its annual
coordinator, learnt (learned stops between
meeting on campus. The IAC Chair welcomed members.
coordinates (the is acceptable in letters
In some cases give a brief description: CNN, the
OED also accepts some instances, School-wide
international media company.
the use of these but learnt is (Capital ‘S’when
three words with preferred) talking about LBS)
Commonly used abbreviations
a hyphen, but we
Need not be written in full, e.g. lifelong startup (noun)
rarely employ it)
lunchtime start-up (adjective)
ATM, BBC, CEO, CNN, IBM, IT, PC, MBA crosscultural
multicultural viewpoints
cutting-edge
multinational website
eCommerce
Publication titles fintech
no one whom
Books, journals, newspapers, magazines and movie titles: in not-for-profit world-class

first-hand
italics. online world-leading
focused
Papers, reports, talks, conferences, seminars: ‘in single organisation
focusing
quotation marks’. postgraduate
For newspapers, show the country of publication in brackets,
-ise spellings
e.g.
Use organise, specialise not organize, specialize.
The Times (UK), Le Monde (France), except where it is obvious,
e.g. Wall Street Journal, or a recognised international Foreign words
publication. Should be in italics except for proper names or where they are
considered to have been anglicised.

23
HOUSE STYLE
Titles and Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
salutations
London Business School communicates
with a number of people who have titles
Titles and salutations
and it is easy to address them incorrectly, Title Salutation Envelope
particularly in formal communications. Baroness Dear Baroness Hogg The Baroness Hogg
Son of a Dear Mr Bagri The Hon Mr Apurv Bagri
These examples should help in relation to
Baron
the UK:
Baron Dear Lord Aldington The Lord Aldington
Dame Dear Dame Judith Dame Judith Mayhew Jonas, DBE
The correct form of address may depend
Doctor Dear Dr Best Dr Simon Best
on how someone earned their title, e.g.
whether it is hereditary etc. Knight Dear Sir John Sir John Ritblat
If you are unsure, a good place to start is Prime Minister Dear Prime Minister The Rt Hon Theresa May, MP, the Prime Minister
Debretts Correct Form www.debretts.com Chancellor of Dear Chancellor The Rt Hon Philip Hammond, MP, Chancellor of the
the Exchequer Exchequer
Minister Dear Minister or Mr Hunt The Rt Hon Jeremy Hunt, MP, Secretary of State for
Health
Faculty titles Minister in Dear Minister or Mr Corbyn The Rt Hon Jeremy Corbyn, MP
See also Talking about our faculty and staff on
opposition
page 16
(These should be checked on Houses of Parliament website as they are only Rt Hon if they are members of the
Privy Council.)

24
HOUSE STYLE
URLs and Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
email addresses
URLs and email addresses
Always embolden web and email addresses.
Email
When providing email addresses, use the word ‘email’ as one
word with colon preceding address.
email: brand@london.edu
Do not include a full stop after an email address.
Always use the imperative and write from the reader’s
perspective, e.g. you will or you’ll. The phrases ‘read more’ or
‘click here’ are outdated and discredited: don’t use them.
Always use the active voice. ‘I can now communicate better
across my team’ not ‘I am now able to communicate much
better across my team’.
Ensure all important keywords are placed in any headings,
subheadings and/or links.
Web
Website should be one word with colon preceding address,
e.g. website: london.edu
Online should be one word without a hyphen.
Do not include a full stop after a web address and do not use
http://www in any School web addresses.
For instance: A large-print copy of this brochure can be found
by visiting london.edu
Social media
Use jargon-free, conversational titles and headings.
Link back tolondon.edu and/or social media channels at the
end of social media posts.

25
HOUSE STYLE
Geographical Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography
regions
Notes and Abbreviations 1. Africa South America Western Asia
Eastern Africa Argentina, Bolivia, Brazil, Chile, Colombia, Armenia, Azerbaijan, Bahrain, Cyprus,
AEP Asia, Europe, Pacific Burundi, Comoros, Djibouti, Eritrea, Ethiopia, Ecuador, Falkland Islands (Malvinas), French Georgia, Iraq, Israel, Jordan, Kuwait, Lebanon,
Kenya, Madagascar, Malawi, Mauritius, Guiana, Guyana, Paraguay, Peru, Suriname, Oman, Qatar, Saudi Arabia, State of Palestine,
APAC Asia Pacific Uruguay, Venezuela Syria, Turkey, UAE, Yemen
Mayotte, Mozambique, Réunion, Rwanda,
Seychelles, Somalia, South Sudan, Uganda,
Asia Pacific Not Far East Northern America
United Republic of Tanzania, Zambia, 5. Europe
Bermuda, Canada, Greenland, Mexico,
Zimbabwe Eastern Europe
BRIC An acronym for the fast-growing Saint Pierre and Miquelon, US
Middle Africa Belarus, Bulgaria, Czech Republic, Hungary,
economies of Brazil, Russia, India and
Angola, Cameroon, Central African Republic, Poland, Republic of Moldova, Romania,
China 3. C
ountries and geographic Russian Federation, Slovakia, Ukraine
Chad, Congo, Democratic Republic of the
Congo, Equatorial Guinea, Gabon, Sao Tome entities included in the Asia-
EMEA Europe, the Middle East and Africa Northern Europe
and Princip Pacific region Áland Islands, Channel Islands, Denmark,
Australia, Brunei, Cambodia, China (including
Europe Never use ‘on the continent’ Northern Africa Estonia, Faeroe Islands, Finland, Iceland,
Hong Kong Special Administrative Region Ireland, Isle of Man, Latvia, Lithuania, Norway,
Algeria, Egypt, Libya, Morocco, Sudan,
IMEA India, Middle East and Africa and Macau Special Administrative Region), Svalbard and Jan Mayen Islands, Sweden, UK
Tunisia, Western Sahara
Fiji, Indonesia, Japan, Kiribati, Laos, Malaysia,
Southern Africa Marshall Islands, Micronesia, Mongolia, Southern Europe
MENA The Middle East and North Africa
Botswana, Lesotho, Namibia, South Africa, Myanmar, Nauru, New Zealand, North Korea, Albania, Andorra, Bosnia and Herzegovina,
Swaziland Palau, Papua New Guinea, Philippines, Croatia, Gibraltar, Greece, Holy See, Italy,
MNC Multinational Corporation
Samoa, Singapore, Solomon Islands, South Malta, Montenegro, Portugal, San Marino,
Western Africa Korea, Taiwan, Thailand, Timor-Leste, Tonga, Serbia, Slovenia, Spain, Macedonia
NCSA North, Central and South America
Benin, Burkina Faso, Cabo Verde, Cote Tuvalu, Vanuatu, Vietnam
d’Ivoire, Gambia, Ghana, Guinea-Bissau, Western Europe
SAFE South Africa and the Far East Austria, Belgium, France, Germany,
Liberia, Mali, Mauritania, Niger, Nigeria, Saint
Helena, Senegal, Sierra Leone, Togo 4. Asia Liechtenstein, Luxembourg, Monaco,
SEAA South East Asia and Africa Central Asia Netherlands, Switzerland
Kazakhstan, Kyrgyzstan, Tajikistan,
SME Small- and Medium-sized Enterprises 2. Americas Turkmenistan, Uzbekistan
Caribbean 6. Oceania
UAE United Arab Emirates Anguilla, Antigua and Barbuda, Aruba, Eastern Asia Australia and New Zealand
Bahamas, Barbados, Bonaire, Saint Eustatius China, Macao, South Korea, Japan, Mongolia, Australia, New Zealand, Norfolk Island
UK The UK is part of Europe — do not say and Saba, British Virgin Islands, Cayman North Korea
Melanesia
‘the UK and Europe’ Islands, Cuna, Curaçao, Dominica, Dominican Fiji, New Caledonia, Papua New Guinea,
Southern Asia
Republic, Grenada, Guadeloupe, Haiti, Solomon Islands, Vanuatu
Afghanistan, Bangladesh, Bhutan, India, Iran,
Jamaica, Martinique, Montserrat, Puerto
Maldives, Nepal, Pakistan, Sri Lanka
Rico, Saint-Barthélemy, Saint Kitts and Nevis, Micronesia
Saint Lucia, Saint Martin (French part), Saint South-Eastern Asia Guam, Kiribati, Marshall Islands, Micronesia,
Vincent and the Grenadines, Sint Maarten Brunei, Cambodia, Indonesia, Laos, Malaysia, Nauru, Northern Mariana Islands, Palau
(Dutch part), Trinidad and Tobago, Turks and Myanmar, Philippines, Singapore, Thailand,
Polynesia
Caicos Islands, United States Virgin Islands Timor-Leste, Vietnam
American Samoa, Cook Islands, French
Central America Polynesia, Niue, Pitcairn, Samoa, Tokelau,
Belize, Costa Rica, El Salvador, Guatemala, Tonga, Tuvalu, Wallis and Futuna Islands
Honduras, Nicaragua, Panama
26
HOUSE STYLE
Contact formats
and calls to action
The call-to-action, or CTA, is one of the most Tone of voice in CTA Contact role
important elements in a landing page, email or — Use direct language Give the job title or role (in context). Only capitalise if it is
in print. The words in your CTA should explicity “Talk to us“ rather than “For more information:” a named person’s job title.
describe the primary action you want your reader
— Be consistent across outputs Named contacts
to take.
— Where possible give a named contact and their job
Primary CTA
Avoid title or role.
— Have a primary CTA - make this dominant visually
outmoded phrases such as — Don’t use names if the response will be fielded by a
— Emphasise the channel/link in a bolder weight than
team or in items with a long shelf life e.g. print.
— Click here surrounding copy
— Go online — Emphasise the name of contact (if included) Contact block order
Name
— Get in touch
Role
— Don’t include www. Contact formats Tel:
use shortcut links when they exist Telephone – [on] Email
e.g. london.edu/mba Include the international code. URL
Omit “Tel:” when used in a call to action In block contact include “Email:” and “Tel:”
Talk to us on +44 (0)20 7000 7000 Use “contact” rather than “call” if details include
See also Tone of voice on page 6 Talk to our programme consultant on +44 (0)20 7000 7000 emai and telephone.
Talk to Jenny Ng, Programme Consultant on +44 (0)20 e.g.
7000 7000
Contact Jenny Ng,
Email - [at] Programme Consultant
Contact finance@london.edu to find out more Email: hpps@london.edu
[Do something] at example@london.edu Tel: + 44 (0)20 7000 7000
london.edu/apply/
Weblink
Put CTA into a phrase
[Do something] [at] london edu Address block

e.g. Complete your application at london.edu/link London Business School
Reserve a provisional place at london.edu/reserve Regent’s Park
London NW1 4SA
If this isn’t possible use “visit”
United Kingdom
e.g. Visit london.edu Tel: +44 (0)20 7000 7000
london.edu/link
27
Building
blocks
of success
Our brand assets
How we look
28
LOGO
Logo Colour Typography Icons Infographics The Red Thread
Our logo Our logo Logo spacing Logo lock-up Co-branding
Our logo is the most Primary logo Single line logo
valuable asset of our visual

identity. It should remain
consistent across our
communication channels
and never be modified. Single line logo - full colour boxed
Primary logo
For most of our communications we lead
with our primary stacked lock-up. A mono
version of our logo can be used in exceptional
circumstances, where printing limitations Single line logo - monochrome
restrict colour reproduction.
Single line logo

This is our exceptional use logo.
For applications that require a landscape Primary logo - monochrome
format or where space is limited, we have For mono printing only.
the option to use our horizontal lock-up. Ask
permission from our Brand Team when using
this variation of the logo.
If you have any questions,

please contact the Brand Team at
content@london.edu
For mono printing only.
Download logo files (12mb)

29
LOGO
Logo spacing Our logo Logo spacing Logo lock-up Co-branding
Use this guidance to allow Preferred use: white or light-coloured backgrounds Avoid use on dark backgrounds
our logo the space it needs.
No borders
For all standard uses, including signage,
don’t add keylines or borders to our logo. (For
signage take our logo to the edge of substrate.)
Clear space
Allow twice the distance between red thread
and lower edge in all directions (“X“ in guidance Don’t add a border
on this page).
Background colour
— Ensure that the background is as simple as
possible and that there is enough contrast
with our logo
— If used on photos place over a tonally simple
area – don’t lose our logo
— Avoid using on tonally similar, dark
backgrounds
Keep background simple
— You can use it without keylines on the
deep blue of the Core brand colour palette,
(e.g. as it appears on the header of the
School website below.)
You can use it on the deep blue – if the
background respects the clear space
Logo appears continuous with blue background

30
LOGO
Logo lock-up Our logo Logo spacing Logo lock-up Co-branding
Spacing the descriptor Clear space

Use the guidance
opposite to help you
create a typographic
descriptor lock-up
with the primary logo. Building Building
Name Name
Lock-up components
London Business School sub-brand logos
Third line Third line
consist of the core mark and a typographic Fourth line Fourth
descriptor set in Montserrat Medium.
Spacing the descriptor

The space between the logo and typographic
descriptor is always one and a half times the
height measured from the base of the primary
logo and the middle of the intersecting red line
Descriptor size and alignment One line Two lines
(show as ‘X’ opposite).
Clear space
Name Building
To ensure good legibility and standout it is Name
important to retain sufficient clear space
around our logo lock-up. The clear space is One
defined by two times the ‘X’ measurement. Two
Alignment and sizing Three Three lines Four lines
Sub-brand descriptors can be set over Fourth

1 to 4 lines and should always be aligned Building Building
Name Name
with and at the same point size as our Third line Third line
name set in the core logo. Fourth line
Download lock-up template (EPS)

31
LOGO
Co-branding Our logo Logo spacing Logo lock-up Co-branding
Find the right balance Spacing logos - horizontal Spacing logos - vertical
when combining logos.
Logo
Spacing logos
To ensure good legibility and standout it is
important to retain sufficient clear space
between and around our logo lock-ups. Logo
No text or graphics should enter this space.
Where possible the logos should be optically

sized by eye to ensure they have an equal
presence.
Clear space Endorsement
Logo
Logo
Part of
London Business School

32
LOGO
Co-branding Our logo Logo spacing Logo lock-up Co-branding
When using multiple brand

logos together, it’s important
to consider their hierarchy,
especially in relationship to
the core logo.
Lead partner Endorsing partner Equal partners
The schematic opposite demonstrates the

Logo
three possible co-branding hierarchies:
Lead partner
Here the London Business School logo
leads, both in terms of size and position.
Endorsing partner
Here the London Business School logo
is used as an endorsement or sign-off.
Equal partners
Here all the logos have an equal relationship. Logo Logo
Logo

33
COLOUR
Core brand Core brand colour palette Our functional palette
colour palette
Our colour palette is simple
but intelligent, premium and
sophisticated.
We are a monolithic brand with a concise

colour palette, carefully chosen to build brand
equity through considered and consistent use.
Our core brand palette is:
Deep Blue
Our core colour. Use for backgrounds and
typography, and 20% tints for infographics.
Rich Red
Our accent colour. To be used primarily within
the red thread, as well as within iconography
and infographics as appropriate.
Off-White
To be used exclusively as a background colour.
Deep blue Rich red Off-white White

White
PMS 2758c PMS 186c LBS WARM GREY
To be used as a background colour, and
C:100 M:95 Y:5 K:39 C:2 M:100 Y:85 K:6 C:4 M:6 Y:7 K:10 C:0 M:0 Y:0 K:0
for typography on top of our Deep Blue.
R:0 G:30 B:98 R:200 G:16 B:46 R:235 G:232 B:229 R:255 G:255 B:255
#001E62 #C8102E #EBE8E5 #FFFFFF

34
COLOUR
Our functional Core brand colour palette Our functional palette
palette
In exceptional circumstances Functional palette
we use a broader palette 100% 100% 100% 100%
for specific functional

80% 80% 80% 80%
applications only.
60% 60% 60% 60%
40% 40% 40% 40%

When we need increased prominence or
breadth of colour we can use these additional 20% 20% 20% 20%
colours alongside our primary palette for
infographics and iconography only.
Amber Purple Sky Green
PMS 7579C PMS 7671C PMS 285C PMS 329C
Principles:
— Never use them for any purpose other than C:0 M:74 Y:100 K:0 C:83 M:70 Y:0 K:4 C:90 M:48 Y:0 K:0 C:100 M:14 Y:60 K:49
the ones shown, for example never for colour
coding business divisions, text boxes or CTAs. R:220 G:88 B:42 R:81 G:70 B:137 R:0 G:114 B:206 R:0 G:104 B:94
— Never use secondary colours for typography, #DC582A #514689 #0072ce #00685E
other than legends on infographics. Usage
— Where possible, avoid using more than one
secondary colour per application.
— Do not create any further secondary colours.
a 64 a 64
— If creating an infographic that requires more
a 28%
colours, try and think of a different way of b 22 b 22 19%
representing the data.
b 47%
c 89 c 89
Use colour to differentiate data. Combine with our primary palette Secondary colours for iconography
for greater variation in colour. can aid page architecture in print,
but should be used sparingly.

35
TYPOGRAPHY
Our typefaces Our typefaces Using our typefaces
Our typography takes Headline typeface – GT Sectra Fine Bold
classic forms and reinvents

them in a modern and
unexpected way, without
ABCDEFGHIJKLMN
compromising legibility.
OPQRSTUVWXYZ
Our headline font, GT Sectra Fine Bold is
a contemporary serif typeface combining abcdefghijklm
nopqrstuvwxyz
calligraphic curves with sharply cut serifs.
It is characterful and confident, and
showcases our modernity and non-
comformist, pioneering nature.
Our secondary font, Montserrat, is geometric

and legible with just the right amount
0123456789
of character to hold its own without
overshadowing the headline. Secondary typeface – Montserrat
Combined, these fonts symbolise our ExtraLight ExtraLight Italic Light Light Italic
brand personality traits of Rigorous, Open,
Curious and Inspiring. ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklm abcdefghijklm abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
0123456789 0123456789 0123456789 0123456789
Medium Medium Italic Black Black Italic
ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklm abcdefghijklm abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

36
TYPOGRAPHY
Using our Our typefaces Using our typefaces
typefaces
Use our typefaces to create
A new
CORPORATE FINANCE PROGRAMMES
intelligent and intriguing
layouts that are appropriate Accounting and
Financial Analysis
for the content.
school of Explore and analyse the structure
of financial statements.
Typography principles: thought. Master

Valuation Tools
GT Sectra Fine Bold Master valuation tools to accurately assess

financial decisions and evaluate companies.
— Use for large headlines
— Can be used for subheads or pull-out Hero our bold, ownable headline font Add interest by combining different weights
quotes where appropriate GT Sectra with large, confident headlines. of Montserrat within editorial layouts.
— Always left aligned
— Only one weight
Montserrat
— Medium for subheads
FINANCE PROGRAMMES
Meet the world
— Light for body copy Shape the on your MFA
— Extra light for big numbers future of
financial
International students Female students
— Freedom to use a range of weights
in editorial
services
To be successful in today’s fast-paced business environment,
95% 29%
Students in the 2018 class Nationalities represented
84 35
professionals need to master a wide range of complex financial
tasks and use financial information to make better decisions. Our
programmes are designed to meet the needs of both general
managers and finance specialists. Long-established as a global
centre of excellence, London Business School’s finance faculty
balance real-world experience with rigorous academic programme
content, to deliver the best
Create contrast within layouts by balancing Use Montserrat Extra Light

large and small text sizes. for pull-out facts and figures.

37
ICONS
Our icon Our icon style Icon grid
style
Our icons reference the Core brand palette
red thread, with an outline
created from a single line,
with a clear beginning and
end.
Use icons primarily in a functional and

practical role to signpost information and
tools with immediacy and clarity, helping
viewers navigate our content.
Icons should be primarily used in our core

brand palette, although when extra breadth
or standout is required, our functional palette
can also be used. Never combine colours in
the same application, all icons should be the
same colour.
Functional palette (exceptional use)

38
ICONS
Icon grid Our icon style Icon grid
Use this grid when creating

additional icons, to ensure
consistency. Grid details
—
12 x 12 sq.

39
INFOGRAPHICS
Our
infographics
Use infographics to bring Donut charts
our data to life, making the

a 28%
a 28%
complex simple and engaging. 19%19%
b 47%
b 47%
Our infographics make data more accessible

Line graph
and engaging to our viewers, visually
November December
demonstrating our rigorous approach by
6K
providing proof points relating to LBS.
Their style is clear and straightforward, with a

single takeout per application. Avoid showing 4,560
complex information that viewers will struggle

4K
3,974
to understand.
Where possible we keep to our core brand

colour palette, but when extra breadth is
required, we use our functional colour palette. Bar chart
Use off-white for background chart architecture. 100
Typography can be in either Montserrat or Slider
GT Sectra, as appropriate to the context.

a 64 a 64 50
b 22 b 22
c 89 c 89
91%
40
The red
thread
The red thread embodies the LBS
essence ‘Diverse minds, powerfully
charged’ – by linking ideas, people
and actions in a way that’s dynamic,
distinct and purposeful.
It has three roles:

1. Powering the community
2. Connecting minds
3. Highlighting ideas
41
THE RED THREAD – USAGE
1. Powering the
community
Use the red thread to illustrate the

transformative effect of LBS on the
communities it creates and touches.
42
The Red Thread – Usage
1. Powering the Powering communities Connecting minds Highlighting ideas Exceptional use Principles
community
Being part of our network is We’re not
an important motivator for our just students.
people. We show the impact

of our community by creating
a ‘charged circuit’ around We re a
individuals and scenarios network.
using the red thread.
A broader
Use the red thread to show the flow of energy
impact.
generated by our community members and
the global impact they are creating.
Show our people and their impact in the world Bridging coloured panels with photography
— Wrap imagery with headlines

— Bridge coloured panels to photography
— Hold body copy and link to portraiture
— Create an ownable frame around
reportage photography
EXECUTIVE EDUCATION
Transform your
organisation
Lorem ipsum dolor sit amet, consectetuer adipisc
ing elit, sed diam nonummy nibh euismod tin
cidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lotis
nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure.
Layering up copy with photography Applying an ownable frame to reportage photography – in

controlled circumstances and with pre-approval only

43
Use the red thread to bring

separate elements together,
as a metaphor for the way LBS
creates inspiring connections.
2. Connecting minds
44
2. Connecting Powering communities Connecting minds Highlighting ideas Exceptional use Principles
minds
Use the red thread to
connect brand elements
Wondering where
your next generation of
global business leaders
We teach
together, as a powerful will spring from?
you how
metaphor for the impact
of the brand.
to think,
not what
to think.
Were not.
The red thread at its heart is about celebrating François Ortalo-Magné,
Dean, London Business School
connections. Use it to link different elements

together within layouts.
— Connect questions and answers Connecting questions and answers Connecting speakers to quotes
— Connect speakers to quotes
— Connect content in timelines
19 19 19 20
64 70 83 09
School founded Campus opens Plowden building EMBA Global
Lorem ipsum dolor sit amet, Sed do eiusmod tempor Ut enim ad minim veniam, quis Excepteur sint occaecat
consectetur adipiscing elit. incididunt ut labore et dolore nostrud exercitation ullamco cupidatat non proident.
Sed do eiusmod tempor magna aliqua. laboris nisi ut aliquip ex Lorem ipsum dolor sit amet,
incididunt ut labore et dolore Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit.
magna aliqua. consectetur adipiscing elit. consectetur adipiscing elit. Ut enim ad minim veniam, quis
Ut enim ad minim veniam, quis Ut enim ad minim veniam, quis Ea commodo consequat. nostrud exercitation ullamco.
nostrud exercitation ullamco nostrud exercitation ullamco
laboris nisi ut aliqu. laboris nisi ut aliquip ex ea
commodo consequat.
Connecting content in timelines

45
3. Highlighting
ideas
Use the red thread to draw

audiences’ eyes to the core idea,
giving the message heightened
simplicity and impact.
46
3. Highlighting Powering communities Connecting minds Highlighting ideas Exceptional use Principles
ideas
Our red thread can draw
the eye to the most important We teach Rigorous.
THE NEW BRAND

information, emphasising Open.
original thinking and fresh you how Curious.
perspectives. Inspiring.
to think, Bring to life the Explorer archetype and the
spirit of London with a fresh way of looking at
something. After all, we welcome minds that
Use the red thread to highlight key ideas,

not what think uniquely.
Create a feeling of possibility. Be provocative.

Be challenging. And keep things interesting.
Use vocabulary and metaphor to bring contrast
and create a sense of originality and discovery.
concepts and pieces within layouts. This

reinforces our brand personality of showing
to think.
rigour in our understanding.
Underlining key words Draw attention to headlines and pull-out text

47
Exceptional uses Powering communities Connecting minds Highlighting ideas Exceptional use Principles
We reference our red thread In illustration
in graphic illustration when

we need to create extra
impact for the brand.
Get a different
perspective
Success
50
Create simple line illustrations
referencing our red thread to sum
up complex information in a visual
metaphor. This provides extra stand-out
and cut through for our designs. Study
50
Note: These are exceptional uses and
See both sides
do not make up the core use of the We challenge how things are done and
we teach our students to constantly
red thread. question and innovate. We believe in

providing our students with the most
diverse, world-class and rewarding
business education in the world.

48
THE RED THREAD – PRINCIPLES
Red thread Powering communities Connecting minds Highlighting ideas Exceptional use Principles
principles
— The red thread plays an active part in the
composition. It’s never there just for decoration.
— Use the red thread to accentuate positives,
not complexity.
— Balance the weight of the line in context, using
the examples in this document as a guide. It
should be elegant, not fragile; emphatic but not
heavy‑handed.
— Be careful not to overuse the red thread, stick to
one use per layout.
— Where possible, use motion to bring the red thread
to life in digital applications.

49
Art
direction
LBS attracts a broad spectrum
of applicants, all looking to make
their own way in their careers.
We celebrate that diversity in
our photography, capturing an
authentic vision of life
at the school and beyond.
50
ART DIRECTION
Our photography shows the

diverse minds of our people…
51
ART DIRECTION
…powerfully charged by
their experience at
London Business School.
52
ART DIRECTION
Overview Connected moments Portraiture Supporting photography Principles
Overview
Our art direction principles Core brand photography
cover both core brand Connected moments

photography, and
supporting photography.
Core brand photography

— We lead our content with connected
Portraiture
moments, our active shots of the community
interacting with work and with each other.
— We also hero individuals and small groups
with our confident and emotive portraiture.
Supporting photography
— We add additional context to articles and
stories with reportage shots of our people.
— We also have environmental shots of our Supporting photography
campuses and locations. This should never
Reportage Environmental
lead a piece of content and should only be
used for context or in a functional role.

53
ART DIRECTION
Connected Setting up the shot The subject Composition Depth of field
moments
Our connected moments On-campus
photography captures
our people in action,
demonstrating both our
essence, ‘diverse minds,
powerfully charged’
and our Explorer achetype.
Capture curiosity, leading our people to discover
new ideas, influences and points of view. This
could be people working on campus, or case
studies of our alumni success stories.
Content guidance
— Exploring new and exciting ways of working
— Show the power of our community Alumni success stories
— Shots should feel inclusive and showcase
our diverse international presence
— Capture dynamic energy and eureka
moments of discovery
Art direction principles

— Warm, natural light
— Authentic emotions
— Authentic imperfect styling
Note: Always ensure content is appropriate

for the audience, however these art direction
principles should be maintained across all
business divisions for example Degree Education
and Executive Education.
54
ART DIRECTION
Portraiture
Authentic emotions
Our portraiture photography
celebrates our Sage
archetype. Capture the
diversity of our participants
with pride and authenticity.
Portraiture can support our active photography

when we want to hero individuals or small
groups. Use our authoritative portraits for faculty
profiles and author headshots, showing some
context to the individual in the background
where possible.
Content guidance
— Demonstrates our thought leadership
and prestige with confident portraiture Authoritative portraits
— Shots should feel inclusive and showcase

our diverse international presence
— Capture moments of human emotion
between more posed shots
Art direction principles

— Warm, natural light
— Authentic emotions
— Authentic imperfect styling
Note: Always ensure content is appropriate

for the audience, however these art direction
principles should be maintained across all
business divisions for example Degree Education
and Executive Education.
55
ART DIRECTION
Supporting
photography
This is our supporting editorial Reportage photography — Capturing real life
photography, to add depth
and background to articles
and social media posts.
Use reportage shots of our people and events to

provide additional context to stories and articles.
On-campus
It’s used on the inside pages of literature and
presentations, and in deeper web pages.
Where possible, this photography should be

professionally shot, with high-quality art direction.
Note: Never use this photography as

lead imagery.
Events
In the field

56
ART DIRECTION
Supporting
photography
We are a human brand Environmental photography — Campus shots and architectural details
first and foremost, and use

environmental photography
to support our other styles
only.
Use environmental shots of our campuses and

wider locations to provide additional context
to stories and articles, and in functional roles Campus shots
describing our campuses.
It’s used on the inside pages of literature and

presentations, and in deeper web pages.
Where possible, this photography should be

professionally shot, with high-quality art direction.
Note: Never use this photography as

lead imagery.
Interiors
Architectural details

57
ART DIRECTION
Art direction
principles
— Photography should be warmly lit, with rich
contrast and saturation.
— Overlay the red thread onto imagery where
relevant, for an ownable link back to the brand.
— Ensure photography content mirrors
the richly diverse community of LBS, with a
balance of ages, ethnicities, genders and abilities.
— Authenticity is key. Avoid images that feel too
posed or artificial.
— These art direction principles relate primarily
to photography, but the framing and colour
treatment also relate to videography.

58
ART DIRECTION
Connected moments: Setting up the shot The subject Composition Depth of field
setting up hero shots
Preparing for a hero shot. Set up and subject selection
— Try to choose subjects who are engaged and happy to
be photographed.
(Detailed instructions for photographers.)
— Make sure they have committed enough time for the
shoot. Don’t rush it.
— Put the subjects at ease in a situation where they can
naturally converse with each other – if they are alone
engage them in conversation. If possible get a helper
to do this to allow you to move around and capture the
interactions.
— If there is a larger group try to select diverse subjects in
terms of age sex and race.
Clothing and makeup

— Preparation – ask subjects to dress simply and avoid
highly-branded clothes and extreme patterns.
— Avoid formal business wear – unless the context is a
formal event.
— Makeup – Ask subjects to bring their own makeup to
allow for any light and shine you may encounter – also
have simple skin powder ready in a range of skin tones
for those who don’t have their own.
Context
— Use a relevant setting e.g. School buildings, facilities,
London locations. For Alumni and EE participants shoot
the subjects in a context that relates to their professional
life e.g. their office, their location or engaged in a
business-related activity.
Hero subjects
— Focus on one or two individuals – ideally two people
with others in a supporting background role.

59
ART DIRECTION
the subject
How do you create a The eyes have it!
— Make sure eyes are clearly visible in the person(s) of
connection? interest e.g. avoid people looking down at written paper
or activities – if these are present, capture the moment
(Detailed instructions for photographers.) when they look up/to each other to share or discuss
what they are engaged in.
— Note: for Authoritative Portraits style it’s OK if the
subject looks directly to camera, but for Connected
Moments hero shots they should appear to be looking
at another person (even if that is merely implied e.g.
that person is out of shot or has their back to camera in
an over-the-shoulder shot).
Posture and pose – keep it natural and authentic

— Avoid obviously-posed shots e.g. static people looking
upwards without a clear point of focus. Don’t prescribe
exactly how people should sit or stand but encourage
them to relax and keep mobile.
— Avoid people in a row looking at the camera
— Avoid crossed arms and closed poses – use simple
props if necessary e.g. a phone a folder a book a laptop
or (without resorting to journalistic cliché). Keep
subjects moving if they are standing up.
— Avoid rigidity – distract, amuse and disrupt the subject

Other points if it helps!
— Avoid shots of people eating, with
alcoholic drinks and prominent
refreshment branding e.g. coffee cups.
— Avoid prominent inclusion of the LBS
logo especially legacy versions.

60
ART DIRECTION
composition
Framing and scale Scale and composition
— Shoot medium shot, bust shot or head and shoulder
for hero shots. depending on degree of activity you want to show
— Avoid close up shots and extreme cropping in camera
(Detailed instructions for photographers.) – leave room around the composition – we may need to
use it to fit different formats.
— Keep verticals vertical – avoid angled shots.
— Avoid lens distortion – use “natural” lenses that don’t
create noticeable fish-eye effects – especially when
applied to people e.g. extreme foreshortening or Leave room to crop the image
distortion of limbs and body. Keep people in natural-
looking proportions.
— Keep the point of interest compact and grouped – don’t
have interest in both left and right of frame.
Leave space for headline and overlaid copy

— Use the rule of thirds i.e. shoot with area of focus in
right-hand third – please do vary this across a shoot to
allow us to use in different web page modules (where
either the left or right of the image may be obscured by
copy.
Examples of left and right-aligned modules

61
ART DIRECTION
depth of field
Using the depth of field to Depth of field and background
— Unless the background is vital, use a narrow depth of
focus interest and remove field that creates impressionistic backgrounds.
distracting detail. Simple bokeh is OK but not to the point of distraction —
not stylised or shaped.
(Detailed instructions for photographers.) — Ensure that focus is on the person(s) of interest,
or gesture (e.g. a hand) and blur out extraneous
background distraction.
Keep backgrounds simple and uncluttered.

Image above has wider depth of field as
— People in background – keep to a minimum and blur if
background is more interesting than image
possible to avoid distraction from the heroes
below
— If available use heavily-blurred foreground elements to
suggest depth. Don’t overuse this device!
Colour and contrast

— keep colours bright, warm, clean and saturated but
avoid noticeable effects no HDR style colour grading –
no washed out or monochrome effects.
— Avoid overexposure and burnout.
Blur in foreground suggests depth and

immersion in event.

62
Bringing
it to life
Best practice comms
63
BEST PRACTICE COMMS
Programmes Minds alive Photography Online Events
Executive
Education
examples
Accelerated Senior
Development Executive Mergers
Programme Programme and Acquisitions
EXECUTIVE EDUCATION EXECUTIVE EDUCATION EXECUTIVE EDUCATION
Programme brochures
A new range of consistent brochures.
Cover images follow through from website use .
Making Financing the

Innovation Market Driving Entrepreneurial
Happen Strategies Business
EXECUTIVE EDUCATION EXECUTIVE EDUCATION EXECUTIVE EDUCATION

64
BEST PRACTICE COMMS
Executive
Education
examples Fast-track “Each
“Eachsession
sessionintroduced
introduced From the participants…
aadifferent
differentconcept,
concept,
business impact and
andpresented
presentedititininaa Three Executive Education alumni share their views on how SEP
changed their leadership style and impacted their organisations
Develop the practical skills and
practical
practicalway
waythatthatI I
frameworks to successfully negotiate haven’t
haven’tseen
seenininany
any
each stage of the deal cycle, from other
otherbusiness
businessschool
school
securing initial investment through Spotlight on learning
to exit strategies. programme
programmethat thatI I Progress your awareness
have attended.”
have attended.” Measure the advances you make in
Ritesh
Ritesh
Shah
Shah(British),
(British),
CFO-Europe,
CFO-Europe, understanding the deal-making process.
Financing the Entrepreneurial Business offers a pragmatic, Rabobank
RabobankInternational
International
In a pre-programme assignment, prepare
case-based format to assess the many challenges when
a case study of a deal and decide the price
Programme brochures
starting or buying a business. The programme covers all
you are willing to pay as an investor. Your
aspects of the financing process, from early-stage financing
analysis and valuation form the basis for
through to the exit. Key questions addressed include – what
in-depth discussion in class. You can then
is the company worth now and what will it be worth in the
choose an optional post-programme
future? How do I create value in the deal and how can I best
exercise to show how you would structure
capture the harvest?
a buy-out attractive to both investors
By taking you through the entire financing process and and sellers. The result? You gain a fresh
all elements of deal-making, FEB equips you to pursue
ventures with renewed confidence in your negotiating skills.
perspective on your approach to the deal,
based on feedback and insights on your
“My promotion to “I now know my strengths, how to be an authentic
Exposure builds experience
proposal from lecturers.
CEO was the concrete leader and how to deliver results.”
Sivi Pillay (South African), SEP2012, COO, Woolworths Financial Services
Develop through discussion
Using specifically developed international case studies* in outcome of SEP, but
Spreads focus on our participants, featuring

emerging markets, Europe and the US, you’ll unpick a range The Financing Start-Ups case study
of deals with different financing models. These cover both
service and manufacturing companies, and high-tech and
looks at the application of different
financial techniques but also creative deal
confidence is my real SEP gave me a month to focus on my personal development and learn,
unlearn and re-learn from the best lecturers and senior executives in the world.
low-tech industry settings. Scenarios include financing a

start-up; management buy-outs and buy-ins; holding on to
structuring for a privately held company. It
illustrates how an entrepreneur can build
long-term gain.” It exposed me to an abundance of concepts in leadership that will last me
a lifetime.
equity; the implications of financing through institutional a company, while still retaining significant I now recognise my strengths; I understand how to be an authentic leader, with
vibrant photography and inspiring quotes.

investors; funding high growth; and harvesting. equity – even through several rounds Mandy Seymour (British), SEP2012, CEO, Torbay the skills to deliver results. I give my team more space to run the business and
of financing. In groups, you apply your and Southern Devon Health and Care NHS Trust execute with clear accountability, while I focus on enterprise transformation
Some cases will be delivered by guest speakers involved
learning to two contrasting case studies driving enterprise change across all levels in our business.
in financing and managing entrepreneurial deals, giving
to assess the business opportunities
you additional and invaluable ‘in action’ knowledge and Previously, I’d been very internally focused. SEP allowed me to benchmark
they offer, the reasons for using different
insights. You assess the opportunities, pitfalls and global myself globally, something you can’t do sitting at your own desk. It gave me a
financing instruments and the roles of
perspectives of each deal, and build awareness and insights different perspective and reset my career – so I can move from ordinary
various investors.
to apply to your own deals. to extraordinary.
Access to investment wisdom
Collaborative learning
London Business School takes
Your peer group on the programme includes business entrepreneurship seriously. Our E100 Club
angels, high-potential entrepreneurs, bankers, advisors, operates within the Institute of Innovation It’s hard to put into words exactly what my experience on Getting my key messages through at national and
policy-makers and mezzanine lenders. You work and Entrepreneurship and hosts a range the programme has meant to me. My entire career has been international level is also critical. Several sessions on the “SEP has grown my confidence so I can think, and act,
collaboratively which not only helps you learn from others’ of events where you can present business spent in the public sector and I was headhunted into the programme helped me with this. Learning how to hook in a world-leading manner.”
experience, but also gives you the opportunity to create cases and hear from high-profile guest NHS to manage a pilot in health and social care. I’ve been people in and engage their hearts and minds is Terry A’Hearn (Australian), SEP2010, CEO/Deputy Secretary, Northern Ireland
lasting and valuable networks for future deals. speakers such as Sherry Coutu (Founder, lucky enough to find a real passion for my work there. a skill I utilise again and again. Environment Agency/Department of Environment
Interactive Invest plc) and Jon Moulton When I reached COO level, my next step wasn’t immediately I believe I was on the right track before I did SEP, but I now
(Partner, Alchemy). These encounters with clear. I don’t have formal qualifications aside from a BTEC have theory to back up what I do, I speak more resolutely, SEP impressed me with its interactive and elite learning experience, and for
successful investors enable you to alter in Business Studies, so my challenge was mostly about engage and inspire my team, and create an environment how the programme connects to the world.
your strategy and turn your entrepreneurial confidence building. At first on SEP, I felt very vulnerable, where people can innovate. My promotion to CEO was the
idea into reality. but I quickly realised my professional experiences were really concrete outcome of completing SEP, but it is the inner It provided quite simple insights backed by very sophisticated learning
valued. Studying in such a high-powered environment, and confidence I’ve achieved that is the long-term gain. materials. There are 800 people in my organisation, skilled in all sorts of areas I
seeing that those around me wanted my contributions, was know little about. My job is to lead them to achieve successful environmental
incredibly empowering. outcomes. Our group of 40 executives from diverse countries and industries
saw how we all shared the same challenges. It was a great way to boost
Leading 3000 staff, who deliver within the community, it’s confidence in my capabilities. SEP taught me to think, and act, in a world-
essential I communicate effectively across the organisation. leading manner. I’m not afraid to set world-class performance as our target.
8 london.edu/feb Financing the Entrepreneurial Business 9 14 london.edu/sep Senior Executive Programme 15
Transformation Take the next step

through experience “SEP was invaluable in honing my management skills. The programme Our open enrolment programmes
Experiment with innovative ways to impact your leadership skills in
brought about changes in me, and as a result, improvements to the dynamics are a powerful way to move an
of my USA and global teams. It’s advanced all my working relationships.”
the company of an exceptional peer group. You manage complexity, Kevin Gallagher (American), SEP2008, President, Croda
organisation and its individuals to
motivate your workforce and play a significant role in future-proofing new perspectives and behaviours.
your organisation We meet the individual needs of participants at multiple levels
and in multiple disciplines including finance, HR, marketing,
strategy and leadership.
Speak to one of our Programme Consultants for guidance

Learning for the real world on selecting the programme that best supports your career
SEP can be completed in two formats. It can
development and business goals. You can also speak to a past
Four weeks on SEP will have an immediate impact, be delivered as a block of four weeks or in
participant in a relevant country and sector. If your organisation
but it is the long-term resonance that really makes a two, two-week modules with a six to eight
plans to send multiple delegates on a programme, we will work
difference. Lead your organisation through challenging week inter-modular break.
with you to understand which ones will be most valuable in
times. Faced with tough economic conditions,
There are various programme start dates to meeting your business challenges and developing your talent.
uncertainty in your markets and increased global
suit your company schedule.
competition for customers, talent and ideas, you acquire Provisional places can be reserved online. Applications are
strategies to deliver sustained success to secure your password protected and contain full instructions so you can save
organisation’s future. your work as you go before you finally submit your application.
To secure your place at the best time for you and your
Network at a senior level organisation, we recommend applying three months before the
You’re joined by an exceptionally senior and diverse programme starts.
group of fellow participants. Through interaction with
others facing similar strategic and leadership challenges,
you gain an invaluable sounding board, build lifelong
bonds and form a unique network of contacts that
you can draw upon in years to come – all in a safe,
collaborative environment.
Action planning
You devise a personal development plan to enhance
your skills and lead change in the executive arena, as well
as improve your health and well-being.
You apply course learning and frameworks to overcome

organisational challenges and improve strategic
execution capability.
Blended learning
Simulations, role-play, coaching, group assignments, “This programme
international case studies and workshops provide
numerous routes into the topics covered on SEP. has imparted in
Executive Education Alumni me the skills and
Once you complete SEP, you join our Executive appreciation of the
Education alumni, a global community of over 17,000
successful business leaders in more than 150 countries. dynamics relating
As an Executive Education Alumnus, you receive a 25%
discount on our Executive Education programmes. to project finance.” Talk to us
Desire Bobmanuel (Nigerian), Contact our dedicated programme
Special Assistant to Governor,
Government of Rivers State consultant on
+44 (0)20 7000 7051
finance@london.edu
For the latest programme dates and fees visit
london.edu/pif
10 london.edu/sep Senior Executive Programme 11 12 london.edu/pif
Project and Infrastructure Finance 13

65
BEST PRACTICE COMMS
Executive
Education
examples EXECUTIVE EDUCATION
Empowering people to perform “The programme is structured to
Challenging Set the strategic direction Step up to the role of business manager, with the tools and knowledge to
make you interact with people in
different environments. It rounds
leaders to create of your future inspire teams and contribute to your organisation’s strategic goals.
out your leadership style with
the future You’re at a point in your career It brings together an elite and diverse group of senior
executives, renowned academics and industry experts in
challenges beyond the classroom.”
where being successful means a dynamic business forum, where dialogue and debate Lisa Quinn (British) Group Head of External Communications, Royal London Group
challenge, stimulate and inspire you.

This life-changing and rewarding Post-programme you also benefit
Programme
setting the strategic direction of learning experience expands from a ‘check-in’ with your peers,
your organisation and steering

Over four intensive weeks, we focus on transforming your your business knowledge and programme team and executive at a glance
ability to lead through complex times and succeed in the enhances your leadership skills, coaches to track real business
fundamental change face of increased global competition. You’ll understand enabling you to make a substantial impact. An intensive four-week
how to deliver strategies for sustained success, lead a ‘new impact on your organisation. residential programme based
Now, decisions are more far-reaching. Performance generation’ workforce to create a sense of purpose and Unique perspectives in central London
A strategy for
Programme brochures
is crucial. Executing your strategic priorities, developing motivate your team to build resilience in your organisation.
Contents The School offers a hugely diverse Various start times to suit your
and leading your executive teams and establishing your
By the end of the programme, you will gain a new, invaluable transformation learning environment, ideal for company schedule
organisation’s competitive advantage are critical.
network of fellow leaders and become part of London building your confidence as you Split module programme –
Taught by leading faculty and
The Senior Executive Programme (SEP) equips you with Business School’s Executive Education alumni community, network and learn from those two weeks on campus, six/
business practitioners with
Set the strategic direction of the skills to enhance your personal development and your an active and global group of over 17,000 successful business
leaders in more than 150 countries.
strong links to industry, the
in different industry sectors and seven weeks back in business,
organisation’s future by exploring four key management across continents. Surrounded by and a final two weeks on
your future 3 themes: leading the organisation, managing complex
programme provides immediate
hundreds of the world’s leading campus
Create the future for yourself and your organisation – today. benefit to both you and your
stakeholder relationships, developing and implementing companies, you gain a unique Designed to fast-track high-
organisation. You develop a
strategy, and improving operational and strategic agility. perspective on the commercial potential functional managers
general management perspective,
Create the future for yourself widening your business
landscape and are exposed to to inspirational business
unparalleled business connections
and your organisation 4 understanding and deepening
that bring real-world experience
leaders
your competence in the functional Taught by thought-leaders
into the classroom.
Use consistent styling and typography alongside

disciplines needed to accelerate from the business world
your career to the next level.
Programme overview 6 Executive Education Learn alongside a culturally
Delivered over two, two- diverse and motivated set of
Alumni
week blocks of learning and peers
divided by a six-or seven- week Once you complete ADP, you join Leverages the global
Fast-track business impact 8
clean simple infographics.

interim period back at work, our Executive Education alumni, a networking and diverse
you have the opportunity to global community of over 17,000 cultural opportunities unique
immediately embed new skills successful business leaders in to London.
and action plans. Throughout
Transformation through the programme you address
more than 150 countries. As an
Executive Education Alumnus,
experience 10 your most pressing business you receive a 25% discount on our
Find out more about the
challenge, and return to work with Accelerated Development
Executive Education programmes.
a customised solution for instant Programme
london.edu/adp
Experts in the field 12 impact. You develop a greater
perception of how to exploit Or call one of our Programme
your strengths and manage your Consultants on
weaknesses. +44 (0)20 7000 8545
From the participants… 14
Take the next step 17

“Expert faculty provide you with practical management tools that can be implemented
straight away. The impact of the programme runs deep, you truly understand more about
yourself from a professional and personal perspective.”
“No problem can be solved Abdulaziz Al-Ahmadi (Saudi Arabian) Senior General Manager, Abdul Latif Jameel
from the same level of

consciousness that created it.”
Albert Einstein, theoretical physicist, Nobel Prize winner
2 london.edu/sep Senior Executive Programme 3 4 london.edu/adp Accelereated Development Programme 5
Nationality of recent participants

Fresh ideas, fresh thinking Empowering you to find your voice Programme overview
The programme offers thought-provoking new insights into the Proteus takes a holistic approach to knowledge. Creativity is a driving force Your fellow SEP participants are drawn from the top echelons of global
relationships between you, your organisation and the wider world. throughout the programme empowering you to ask important questions of organisations. They bring with them an eclectic mix of cultural and
yourself. management styles. Learning together, strong bonds will be made, and
ideas will be challenged and tested. The only constant is change
Proteus is the only management From your first evening as you get to
Proteus is an exhilarating journey The creative spirit Programme programme of its kind in the world. And know your fellow participants from
that employs diverse subjects, from Spotlight on that extends not just to what we teach, many different countries, you have the
schedule but how we teach it. opportunity to start creating invaluable
evolution to education and art, to
refresh your powers of discovery,
Proteus uses the visual and dramatic
arts to interpret themes of personal
learning global networks – some of which could Benefits for your organisation This programme has Lottomatica
Sunday Discovery trips take you to places where
last a lifetime. So your learning journey
recently powered the Lufthansa
creativity and leadership. creativity, leadership and group Inspiring you to think you witness the programme’s key Access best practice, thought leadership and cutting- performance of:
dynamics. What inhibits your ability — Welcome session will equip you with, not only new skills Maersk Line
themes in action. Guest speakers from
The programme is centred on six
to use creativity in your leadership?
differently and ask the and knowledge, but also enhanced edge business research to make your organisation
ABN AMRO Bank MARAFIQ
key themes: — Mapping my world. an eclectic variety of disciplines – from a more resilient and competitive for the future
How can you encourage and big questions Professor of Philosophy to the Director
connections to improve your business
ADNOC Red Bull
harness creativity in yourself and Monday performance. Build awareness of the challenges facing the external
Human design Step outside the business world
of the National Portrait Gallery – share
business environment and the implications for your
AstraZeneca Roche
your organisation? insights from their own areas of expertise Proteus is an enjoyable journey but
to look at things from a different — The human animal organisation Audi SABIC
The programme begins by that provide new perspectives on yours. an intense one, with evening sessions
angle. Explore the journey of
examining the place of the Transformational — Living ethics on most days. You will have a free Develop a senior leadership team highly capable of Bahrain Petroleum SABMiller
the human species on a visit to Tying it all together is a series of Company (BAPCO)
leading an organisation in complex times SANYO Gulf FZE
human species in nature and how leadership London Zoo* and hear from Volker — Your life journey evening midweek to catch up on work,
discussions, led by our world-renowned BBC Saudi Aramco Shell
this translates into the cultures, Sommer, Professor of Evolutionary — Encounters in the field: London explore London or socialise with other Enhance your presence and ability to lead an
Examine the biographical and social faculty. Your group debates what you BP Refinery
structures and contradictions of Anthropology, about how we Zoo. participants. organisation across cultures
forces that give us V-I-P leaders have seen, heard and done, challenging
contemporary society. developed from primates into Cineworld Cinemas SENER
each other’s assumptions and Provide practical guidance for improvements to your
– leaders with Vision – Identity – beings with a unique identity. Tuesday organisation’s strategy implementation Credit Suisse Sephora
Global development Passion. See how leadership Because Proteus is about you, this
encouraging fresh thinking.
— Global development Improve your coaching skills to develop the full Croatian Telecom St Vincent’s Hospital
changes historically and what young visit focuses on the key questions
Globalisation has huge implications people expect of you today. you need to ask yourself before you potential of your organisation’s talent. Global Electricity Services Tetra Pak
— Encounters in the field: Central St
for your business strategy. This key decide what’s next. Programme Co. Triumph Motorcycles Ltd
Martins, Social
theme considers what you and your Biography and destiny Benefits to you ING
organisation can do to navigate the
participants often describe this
as one of the most powerful
— Entrepreneurs and London
Itochu
Turner Broadcasting
Industry of recent participants
Primary School. Develop a heightened awareness of the challenges United Sugar Company
complex and competing challenges Analyse the forces that shape the and inspiring sections of the
facing today’s CEO to prepare yourself for board Kimberly Clark Warwickshire County
lives of leaders, and map your own 20%
of globalisation, demographic programme. Wednesday member responsibilities Komatsu Ltd Cricket Club Finance and Banking
change and environmental life journey to examine how you can 9%
transformation. enhance your control over your own Liberate your creativity — Scientific leadership and Gain greater understanding of your business’s LaFarge Nigeria Healthcare/Pharmaceuticals
IT and Telecommunications
8%
destiny and legacy. innovation ecosystems competitive context and develop the ability to plan
We use activities to help you find 8%
Scientific discovery your own creative spirit and discover — Encounters in the field: strategically to create a more resilient future Manufacturing
The result? Cambridge Science Park. Enhance your ability to challenge existing industry Retail/Consumer Goods
8%
Meet inventors, leaders and talents that may previously have
lain dormant. An interactive and assumptions and your organisation’s business model.
7%
The programme enables you to Engineering/Construction
entrepreneurs and hear their
exploratory art workshop enables
Thursday 6%
stories about leadership and the take stock of your life and career Understand how to cope with ambiguity and Aerospace/Aviation/Automotive
challenges of leading in a dynamic, and think in new, deeper ways you to recognise your own creativity
— The creative spirit uncertainty – and reduce complexity – while 4%
Business Services
and learn how to nurture and draw 4%
creative and constantly changing about the future direction you and — Visual arts workshop exploring new opportunities for growth
your organisation take. It is a life-
this out in others in ways that can “SEP totally changed my Chemicals/Plastics
4%
environment. benefit you and your organisation. Gain increased confidence in your ability to lead
changing experience that provides
— Drama workshop.
teams and your organisation
mindset. Interacting with Transportation/Distribution Services Logistics
3%
you with greater self-awareness
Fresh perspectives on Friday leaders from different Government/Public Administration
3%
Support to help you achieve a manageable work-life
and understanding of human industries, from Asia, Oil and Gas
behaviour. The knowledge and fresh leadership — Encounters in the field: National
balance through our wellness programme. 3%
Portrait Gallery and college visit
the USA, Australia and Media and Entertainment
13%
perspectives you acquire will have
For an alternative angle on the Programme participants are: Africa, who could share Other
a galvanising effect on the way you — Conversations with the next
fundamentals of leadership, we
approach challenges and determine visit the National Portrait Gallery, generation. High-calibre executives who typically have more than strong, cross-sector, multi-
0 5 10 15 20 25
your professional legacy. where Director Sandy Nairne helps 15 year’s management experience geography experiences,
Saturday
us reflect on leaders in history. You Senior executives from large organisations who are both enriched and
will debate the forces that shaped
their lives, and what leadership has
— Exploring the life line – future within one or two levels from CEO broadened my outlook.”
directions and goals Regional directors or country managers Johan Thijs (Belgian), SEP2008, Group
meant at different periods in time.
— Final thoughts and reflections. CEO, KBC Group “I chose London Business School because it is so much more global and multicultural than
We also consider: ‘How do you want Heads of multiple business units within an
to be perceived as a leader?’ and organisation
other schools – and it has the huge advantage of being based right in the centre of a truly
‘What lasting impression do you
Senior civil servants and leaders of not-for-profit
dynamic city.”
“Proteus is a brave, honest programme. want to make?’
organisations
It demands a very open mind, but for those Marco Pinheiro (Portuguese), SEP2009, Partner, BTEN Business Talent Enterprise Network
Presidents, CEOs and MDs of mid-sized
who are ready, the impact can be considerable.”
organisations.
Peter Mills (British), Partner, New World Value Creation Catalysts
Proteus 9 Senior Executive Programme 7

8 london.edu/proteus
6 london.edu/sep

66
BEST PRACTICE COMMS
Executive
Education
examples
Pull-up programme banners

Executive Education programme banners
use these templates.

67
BEST PRACTICE COMMS
Degree
Education
examples
Masters
Leadership in Finance
MASTERS PROGRAMMES
Programme brochures
A new range of consistent brochures.
Cover images follow through from website use .
Early Executive
Career MBA The MBA
MASTERS PROGRAMMES
The MBA iii

68
BEST PRACTICE COMMS
Degree
Education
examples Executive MBA Benefits for sponsoring organisations
You’re about to take your career to the next level. Leap up the ladder or open The LBS Sloan Masters gives sponsoring organisations the opportunity to
up your options with our Executive MBA. invest in the development of exceptional managers, preparing them for
senior leadership roles.
Invest in the future

To succeed, any organisation must constantly “The LBS Sloan experience really
innovate: garnering market share with new elevated me to be future-thinking
products and services; harnessing and and more resilient than ever.”
integrating talent across business units;
gaining competitive advantage through Takao Nomoto (Japanese), LBS Sloan Fellow 2014
Current role: Head of Governance Planning and Strategy
Programme brochures
technology.
Management, Bank of Ayudhya PCL (a member of MUFG)
Supporting a member of staff on the LBS
Sloan Masters represents an invaluable
investment in an organisation’s capability to “In my post-Sloan professional life, I enjoy being out of my
do all this and more. comfort zone and leading change for the better, working for a
local bank based in Thailand where MUFG purchased majority
The programme transforms participants,
stakes for the first time in Asia. It is obvious that the LBS Sloan
accelerating their leadership potential
Masters is making a big contribution to build leadership talent
through a mix of skills enhancement, faculty
pools for MUFG.”
and guest-speaker insights, and collaborative
interaction with an exceptional class of LBS
Sloan Fellows.
KEY DETAILS A limitless perspective Prime study locations
The combined sector knowledge and
Spreads focus on our participants, featuring

Starts in: September Whether you choose to study in London London and Dubai both offer first-class international experience brought to the
or January or Dubai, your experience will be global. access to the world’s most influential programme offer new perspectives and “We are delighted to support our
To become a successful leader, you markets, organisations and business possibilities for addressing issues
Duration: 20 months need more than knowledge. You need a leaders. You can elect to complete your
senior management’s professional
and applying solutions that would not
Location: London or Dubai boundless view of the world, a piercing studies in London or Dubai. LBS faculty normally be encountered.
and personal development through
the LBS Sloan programme.”
vibrant photography and inspiring quotes.

insight and the ability to make the members travel to both centres to ensure
Work experience: 8–20 years most out of uncertainty and change. a fully aligned curriculum. Return on investment
In the dynamic, fast-paced cities of Kazunori Sato (Japanese), LBS Sloan Fellow 2012
LBS Sloan Fellows leave the programme Current role: Joint General Manager, Mizuho Bank
Accelerate your career London and Dubai, you will experience
london.edu/emba with increased abilities and ambitions,
– through your peer group, faculty and
You have a demanding career. You’ve international business practitioners – EMBA LONDON Sponsored LBS Sloan Fellows come from a wide variety and new ways of approaching business “Our employees return to Mizuho with enhanced levels of
worked hard to get there, and you’re your true potential. Email: emba@london.edu of organisations, including: challenges. They are prepared for future performance and effectiveness, ready to handle new strategic
Tel: +44 (0)20 7000 7505 responsibilities and ready to optimise
ready for the top. With our EMBA, you responsibilities and decision-making critical to shaping our future.”
A winning format Accenture Mizuho Financial Group organisational performance and make value-
can keep driving your career momentum EMBA DUBAI
by combining intensive part-time study Email: embadubai@london.edu BP Mubadala driving strategies a reality. They are also well
You’ll get a London Business School Tel: +971 440 193 01 Central Bank of Oman Nomura Research Institute equipped to manage a range of business
with your job. Over 20 months, this
MBA qualification, delivered to meet the problems in uncertain environments.
programme will transform the way you Citigroup NTT Communications
needs of working professionals. Based on
see the world, your people and yourself. Danske Bank Ocean Energy Nigeria To meet these raised skills, ambitions and
the proven model of learn-apply-evaluate-
By gaining business knowledge from the expectations and make the most of this new
adjust, you get to use each new classroom Dentsu Ofcom
world’s leading minds, leadership skills energy and talent, added preparation ensures
concept, theory and framework right EDS Pfizer
from acclaimed business leaders and a effective reintegration and promotion. We
away, on the ground, in your job. Ford Royal Navy
powerful, life-long network, you’ll have offer advice to HR departments and line
Immediate impact, immediate benefit,
everything you need to succeed. Galison Manufacturing Schroders managers on LBS Sloan Fellows’ successful
both to you and your organisation.
Hakuhodo Shinhan Life Insurance reintegration and promotional options, and
Hanwha Group Singapore Government how to make the most of their new talents.
Hewlett-Packard TBWA
Hong Kong Government MUFG Bank Ltd
Integration Consulting UFJ
“LBS has exceeded my expectations and my classmates have been so warm Itaú Unibanco UK Ministry of Defence
and supportive. The network has been great, not just from a professional John Crane Unilever
point of view, but from a personal one too.” Korean Air Valois
Leila Alanani (British), Executive MBA Dubai 2018, Media/Telecoms Strategy Consultant Mitsubishi Heavy Industries Zain
4 london.edu/leadership-masters Leadership Masters Programmes 5 20 london.edu/sloan LBS Sloan Masters in Leadership and Strategy 21
MiM career impact Beyond the classroom

Employment stats: MiM2018 Bring together enterprising people with an array of passions, and the
results are electrifying. With clubs spanning professional, sporting and
social interests, here’s a taste of our community in action.
93% 96% 99%
accepted an offer received an offer reporting rate
within three months of graduation within three months of graduation
An action-packed MBA in a buzzing city Career treks
is just the start of your student experience
Some of our 80
at LBS. Our activities programme is On top of the world Meet your potential future employers on a
largely student-generated, overseen
student clubs career trek. With the support of our Career
Adventurous and diverse activities
Job location
49%
by the Student Association Executive Sailing Club await: trekking to Machu Picchu; TEDx Centre team, students travel to business
Committee and enthusiastically talks in London; scale Everest if you dare. hubs around the world.
Running Club
supported by our alumni.
United Kingdom Technology and Media Club Find out more at A Singapore trek organised by the Asia
26% Student clubs Energy Club london.edu/studentactivities Club set up visits to Uber, MasterCard,
Microsoft and General Electric. In the US,
Europe (excl. UK) These are the heart and soul of our
Asia Club
the Tech & Media Club went to Silicon
community. Joining a student club is Finance Club Valley and visited Google, LinkedIn
20% a superb way to further your career

aspirations, enhance your communication
Healthcare Club and Airbnb.
Film Club
Asia and organisational skills, and enrich Social trips
Corporate Leadership Club
your world view. The Latin America Club
Travel the world with the insider
is a great example, bringing together Social Impact Club
knowledge of our international student
students from across the region and Marketing Club
body, on trips that will stay with you for
others interested to learn more about
Basketball Club a lifetime. Annual fixtures include skiing
3% it. Members meet for social events and
conferences, such as the annual Latin
Investment Management Club in the Alps, seeing the cherry blossom in
Japan, and Yatra, our India trip. Every year
USA/Canada America Business Forum. Military in Business Club
new trips are added as students share the
2% Whether you want to climb Everest, Women in Business Club highlights of their home countries.
Middle East explore business in Qatar or perform Entrepreneurship Club
Shakespeare, there’s a club for it. And if Retail & Luxury Goods Club Competitions
there isn’t, why not start one?
Latin America Club There’s no shortage of opportunity to
test your mettle against the brightest
Conferences
and best from around the world. The
Student-led conferences, events and “Student-led formats vary, so you can hone your skills in
Sector destinations forums can have a significant positive conferences are one different disciplines. Recent wins for LBS
impact on your career. Hear from and include: the SDA Bocconi International
debate with high-profile speakers and
of the highlights Finance Competition, the Rotterdam
45% 26% 16% industry practitioners, and network with

our global alumni.
of the MBA. I was
involved with the
School of Management Private Equity
Case competition, and the MBA Impact
Consulting Finance Technology Key business conferences range in Global Energy Summit Investing Networking and Training (MIINT)
competition held at Wharton.
Investment Banking/Brokerage 13% Internet/E-Commerce 7% themes from the Global Energy Summit and Africa Business
Investment Management
Private Equity
4%
3%
Information Technology
and Services 4%
to the Women in Business Conference, Summit in the first We also hold our own competitions
Technology – Other** 5% from the Entrepreneurship Forum to the such as the London HealthTech Challenge.
Hedge Funds/Alternative
Investments 2% Top recruiters year of my MBA. The
Global Healthcare Conference. Broader
Finance – Other* 4%
summits cover the global scene, such as
experience helped Families welcome
Amazon me connect with
13%
the Africa Business Summit and the China
The Partners Club welcomes students’
Analysys Mason Business Forum. industry leaders, put
partners and families into our supportive
A.T. Kearney my organisation and
Diversified Bain & Company
TEDxLondonBusinessSchool is one of
the premier innovation and thought- leadership skills to the
network. The club is run by partners
and organises a host of events including
Industrials 5%
Consumer Products 4% Boston Consulting Group leadership events in London, run test and allowed me, London walks, theatre nights, book
Diversified – Other*** 4% by students of LBS. Every year, LBS in my own small way, clubs, job-hunting workshops, pub
McKinsey & Company
welcomes world leaders in business, nights, language classes and children’s
Roland Berger Strategy Consultants
technology, science, and the arts to share
to give back to the playgroups. It’s a perfect illustration
* Finance - Other includes Commercial Banking/Project Finance, Private Wealth Management, Retail Banking and Services & Products Solon Management Consulting their ‘Ideas Worth Spreading’. School community.” of the LBS community spirit. Partners of
** Technology - Other includes FinTech, PropTech, Media/Entertainment and Telecommunications
Mehul Bhatt (Indian) MBA2015, MBA students can apply for a visa, which
*** Diversified - Other includes Energy, Government/Public Admin, Law/Legal Services, Leisure/Travel/Tourism, Real Estate and Retail
Managing Director, Maersk Tankers gives them full working rights.
6 london.edu/grad
Early Career Masters Programmes 7 16 london.edu/mba The MBA 17

69
BEST PRACTICE COMMS
Degree
Education
examples MASTERS PROGRAMMES
Year One: a foundation for success
“The diverse mix of students at LBS gives
me continued exposure to a multicultural
environment and is an ideal landscape to build
Highlights of Year One
Leadership Join the ranks of great Our leadership portfolio

encompasses the following
programmes:
a supportive global network in the unrivalled
cultural and business centre that is London. I
London Applied Module
global leaders have learned as much outside the classroom as As part of the London Core Application
Executive MBA London Year One gives you a solid grounding in business frameworks and analytical I have inside.” Practicum (LondonCAP), you will immerse
yourself in a live project and experience
20 months | part-time skills – customised building blocks for a successful and career-focused
the diversity and dynamism of the London
Designed for experienced executives learning journey. Marcela Santacoloma Valencia (Colombian) MBA2014, Project Manager,
business community. By tackling challenges
London Business School (LBS) is consistently who wish to accelerate or expand
their career without interrupting it,
Country Project Office, BNP Paribas Corporate and Institutional Banking
for leading and cutting-edge companies
Contents ranked as one of the best business schools in while gaining cutting-edge business in London, you’ll have the invaluable
the world. You’ll find our leadership alumni knowledge and connections in opportunity to apply the learning from your
London and beyond. tailored core subjects, identifying Terms one and two – core courses to develop solutions that have
among the highest echelons of every industry, specific classes that support your
real-world impact. Test your abilities to
Business Fundamentals
Executive MBA 5 shaping global business practice, challenging Executive MBA Dubai
career track. Decide exactly how
work alongside your classmates in a small
long your programme is going
convention and successfully forging new 20 months | part-time to be, with the flexibility to take
Build the core knowledge, skills
and cultural sensitivities essential
group setting and to harness your combined
paths into the unknown. With direct access to the Middle different electives and multiple for leading teams anywhere in the
strengths to meet some of the complex
Programme brochures
EMBA-Global 8 East’s most influential business internships. Or raise your game world – and more immediately,
issues facing today’s businesses. You’ll not
leaders and organisations, expand and add value to selected London only enhance your practical experience
for helping you secure a summer
Academic excellence your career and drive it to the organisations in our optional internship. Our Business but, critically, you’ll also grow your network
next level. LondonCAP course. Whichever
LBS Sloan Masters We’re a world-leading academic institution with our feet firmly on the ground. Fundamentals core offers an and gain exposure to new companies and
paths you choose, you have a
Our intellectual strength comes with real-world experience through our faculty introduction to management sectors. Previous students have worked on
in Leadership and Strategy 10 and world-renowned business practitioners, who blend academic prowess
EMBA-Global Americas unique opportunity to direct your and global leadership tools and projects with organisations such as Amazon,
with practical business know-how. & Europe MBA in line with your personal techniques. It runs across the
career goals.
the Bank of England, Transport for London
20 months | part-time first two terms and covers key
and the British Fashion Council, to name
Beyond the classroom 12 London spirit Study in London and New York, the
Your first year
subject areas such as economics,
operations, strategy, marketing
but a few.
two joint beating hearts of world
Where better to propel yourself into global success than the epicentre of and finance.
business, finance and culture, and
international business and culture? London’s diversity, geographical location
gain two MBAs.
Today’s business toolkit is more
Global Business Practice
complex than ever before. Global
Alumni views 14 and long history as Europe’s business capital make it a hot-bed of talent, You may also start language
Use consistent styling and typography alongside

leaders are expected to be studies in the second term, Our optional Global Business Practice
opportunity and excellence.
EMBA-Global Asia skilled in analytical frameworks boosting your global toolkit from courses form part of our skills portfolio and
and processes and adept at
Next steps 16 Expand your network 20 months | part-time
managing teams. Meanwhile,
one of a range of options such
as French, Portuguese, Spanish,
harness the enormous bank of cultural
Study across Hong Kong, New knowledge that exists within our MBA class.
LBS is its people. As an international group of leaders, pioneers, pace-setters they must demonstrate a smart, Mandarin, German, Arabic,
York and London on this dynamic,
and groundbreakers, we have one goal in common: to reach our fullest strategic approach. Up to half of our students stay in the UK for
clean simple infographics.

east meets west, globally Russian, Italian and Japanese.
potential. With a 44,000-strong community in 155 countries, our network is internships and full-time placements, while
acclaimed programme. The first year combines business
second to none. Academic excellence london.edu/mba/languages the rest work in different locations around
fundamentals with tailored
the world. Take the opportunity to discover
LBS Sloan Masters in subjects to enhance your learning. Terms two and three –
Global mindset Leadership and Strategy
Our MBA starts with a
commitment to academic Experience business simulations, first-hand how business is really done, both
Our global reputation and central London position attract the cream of the case studies, lectures and group
Tailored Core here and abroad.
excellence – it’s the foundation of
12 months | full-time
world’s talent, making over 90% of our student body international. In today’s every lecture, study group or real- work while collaborating with your Start to shape our MBA your
For senior global professionals,
hyperconnected world of borderless businesses, a global mindset is your most
executives and entrepreneurs, this
time business situation we offer. study group, to make up around way. As well as completing your Leadership Launch
valuable asset. Our faculty – from over 30 different countries – bring a truly You’ll experience outstanding 30% of your first-year grade. remaining Business Fundamentals
programme will redefine who you
international expertise. and current thought leadership It’s a steep learning curve, and courses, term two sees the Identify where to focus your leadership
are as a leader, immersing you in a
that underpins rigorous academic invaluable preparation for today’s introduction of the Tailored Core development efforts right from the outset.
world of development and learning.
theory, and benefit from exciting global workplace. curriculum. As your career path Leadership Launch allows you to map your
opportunities for sustained becomes clearer, the flexibility of personal and professional development
practical application. Learn how Pre-term – online our MBA really comes into its own, needs alongside relevant career support,
to deliver results in today’s fast- preparation allowing you to map your future core courses and elective opportunities.
changing and global business through your choice of subjects.
Our three online pre-courses Inspirational business leaders join us at
environment, developing your Customised classes allow you to
career path and showcasing your integrate seamlessly with our orientation, and you’ll start to hone your
increase your knowledge of key
toolkit to recruiters both on and Business Fundamentals portfolio. areas like finance and marketing, confidence and skills through creative
off campus. Rigorous online assessment or to try something new – develop problem solving and communication
tools ensure you’re ready to new skills in digital business or on our Leadership Away Day. A dynamic
Customisation hit the ground running when entrepreneurship. introduction to your MBA, the Launch
term starts. These modules are
With a focus on customisation, london.edu/mba/core
forms part of our leadership competencies
structured to allow students with
choice is central to our MBA. And framework – skills training that stretches
prior knowledge and experience
it starts early, right from your to complete their tests without across your entire MBA journey.
second term of study. Different taking the full course.
options abound. Choose from 12
2 london.edu/leadership-masters Leadership Masters Programmes 3 10 london.edu/mba
The Sammy Ofer Centre, our cutting-edge teaching and learning facility.
The MBA 11
Class profile MiM career impact Beyond the classroom

MiM2019 Employment stats: MiM2018 Your MiF doesn’t start and end with the curriculum. Pursue your
professional and personal passions through the many exciting forums,
212 39 41% 23 691 clubs and social activities on and off campus. Here’s a taste of the wider LBS
students nationalities women average age average GMAT score 93% 96% 99% community in action.
accepted an offer received an offer reporting rate
within three months of graduation within three months of graduation London is teeming with LBS Finance clubs
Nationality by region alumni who work in the highest
echelons of the finance industry. The brightest lights from the finance world share their insights and
44% Job location

49%
From forums and clubs to social
activities and trips, their expertise
experience with members of our finance clubs. Our highly active Private
Equity and Venture Capital Club boasts more than 4,000 members
Europe (excl. UK) and generosity means finance- interested in all aspects of the field. Recent events featured Canter PE
and L.E.K. Private Equity Consulting. The Investment Management Club
United Kingdom related social and networking
opportunities abound. manages a portfolio of US$200,000 (£150,000) of donated funds and also
6% 26% The vast number of LBS alumni
runs an annual Stock Pitch event, where members pitch their stock ideas to
United Kingdom Europe (excl. UK) fund management professionals. Social trips
who work in the finance sector in Student-led clubs
14% London provide the School with The number and range of events on offer ensure you pick up insights and Students come from every corner of the
Below is a small selection of over 70 student-led clubs that cover a range
East Asia 20% an endless stream of speakers
for our events, giving you an
improve skills highly relevant to your particular finance sector. globe and enjoy sharing the highlights of
their home country. Popular trips include
of professional, sporting, regional and social interests. Find out more at
london.edu/clubs
Asia opportunity to nourish your career, Other student-led clubs skiing in the Alps, the Paris Marathon and
interests and ambitions through InterRailing around Europe. Who knows
Professional clubs can take you to the banking world of New York or to study Art and Business Club LatAm Club
introductions and networking. where you’ll go!
microfinance in Ghana. Why not explore the Real Estate Club, Turnaround Business and Government Club Out in Business
Connecting with them and your
fellow students from other finance
Management and Restructuring Club, Tech and Media Club or Art and Families welcome
Business Club? You can join a football or women’s touch-rugby team, taste Emerging Markets Club Private Equity and Venture
programmes, as well as MBAs,
4% 3% MiMs and Sloan Fellows, expands
wine or perform Shakespeare – the choice is endless.
All partners of our MiF students are
welcomed by the Partners Club, a
Energy Club
Capital Club
Real Estate Club

USA/Canada USA/Canada your horizon and enhances The Women in Business Club – one of our largest and most active clubs – supportive network run by and for Entrepreneurship Club
your experience exponentially. celebrates and advances women’s leadership through a flagship conference, partners and their children across the Tech and Media Club
Finance Club
2% Company visits to the world’s most events, networking, development, recruitment and mentoring. School. It organises regular events such
TEDxLBS Club
Middle East successful finance organisations as London walks, language classes, Industry Club
There are regional clubs – such as the LatAm Club, Africa Club or ANZ Club – job-hunting workshops and children’s
– most of whom are on our Women in Business Club
to represent nearly every region in the world, enabling students to forge and playgroups, as well as theatre and pub Investment Management Club
doorstep – are yet another benefit
1% 28%
Latin America 2% of learning in the heart of a global
strengthen links to people and organisations in their home country. nights, which perfectly illustrates our
community spirit.
(incl. Caribbean) Africa/Middle East South East/ 1%
financial capital.
South Asia Oceania

Sector destinations
Undergraduate study discipline Career treks
Business/Management
34%
19%
45% 26% 16% Meet a potential employer on a
career-focused trek to business
Economics 15%
Consulting Finance Technology hubs around the world. Arranged
by students with the help of the
Investment Banking/Brokerage 13% Internet/E-Commerce 7%
Accounting/Finance 11% Career Centre, you’ll meet leading
Investment Management 4% Information Technology
Engineering Private Equity 3% and Services 4% companies and organisations,
6% Hedge Funds/Alternative Technology – Other** 5%
Social Sciences get a better understanding
5% Investments 2%
Finance – Other* 4% of an industry or sector, build
Languages/Humanities
4% connections within local firms
13%
Maths/Science
2% and explore tangible career
Law opportunities. Recent treks
3%
Other to Singapore and Hong Kong
0 10 20 30 40
Diversified included meetings with Credit
Industrials 5% Suisse, Nomura, Goldman Sachs
Consumer Products 4% and Bain & Company, focusing
Diversified – Other*** 4%
on asset and private wealth
management, hedge funds and
Early Career Masters Programmes 5 private equity.
* Finance - Other includes Commercial Banking/Project Finance, Private Wealth Management, Retail Banking and Services & Products Masters in Finance 17
** Technology - Other includes FinTech, PropTech, Media/Entertainment and Telecommunications
*** Diversified - Other includes Energy, Government/Public Admin, Law/Legal Services, Leisure/Travel/Tourism, Real Estate and Retail
16 london.edu/mif
6 london.edu/grad

70
BEST PRACTICE COMMS
Degree
Education
examples
Pull-up programme banners

Degree Education and Career Centre programme
banners use these templates.

71
BEST PRACTICE COMMS
Brand
advertising
Minds alive is the promise

of our evolved brand
positioning translated into
an emotively engaging
idea for all our external
audiences. It encompasses
all our activities and is how
the world will now come to
know us.
Where minds come Where minds
alive to fuel a different come alive to have a Where minds expand
See also Minds alive on page 4
way of thinking. remarkable impact. and world‑views change
london.edu london.edu london.edu
Print adverts
Bring to life the tone of voice and imagery

72
BEST PRACTICE COMMS
Brand
advertising
Figure.
Forecast.
Future proof.
Minds alive is the promise
of our evolved brand
positioning translated into
an emotively engaging Masters in Finance
idea for all our external Discover how

Graduate
audiences. It encompasses to ground- Limitless
all our activities and is how breaker thinking
the world will now come to
Figure.
know us. Forecast. Early Career
EMBA – Global
Future proof.
See also Minds alive on page 4 Discover more
Masters in Finance Discover more
Discover how
Data to decisions
Masters in Analytics and Management Discover more
Online media
Promoting individual programmes.
73
BEST PRACTICE COMMS
Alumni/
past‑participant
photography
Telling the stories of alumni

and past-participants.
See recent collections of Alumni and past

participants on BrandHub.
See also Portraiture on page 55

74
BEST PRACTICE COMMS
Social —
Twitter
Header image focusing
on the powerful network
for alumni.

75
BEST PRACTICE COMMS
Social —
LinkedIn
on the innovative business
spirit of the School, pushing
participants to challenge the
status quo.
People header image

Example showing photography.
Take care to select an image that
works well within extreme formats.

76
BEST PRACTICE COMMS
Social —
Facebook
on the community aspect
of the School.

77
BEST PRACTICE COMMS
Social posts
LinkedIn thought leadership post LinkedIn recruitment post

A range of posts aimed at
different audiences showcasing
different brand elements.
Twitter infographic post

78
BEST PRACTICE COMMS
Social quote posts
Demonstrating how to post Facebook quote image Facebook quote
thought leadership quotes

from faculty and alumni,
with and without imagery.

79
BEST PRACTICE COMMS
Website
Look and feel for online.

80
BEST PRACTICE COMMS
Events
Minimal, subtle branding

ensures the event feels
premium and sophisticated.
HR Strategy
Forum
Work Inc. 2028: Paving the
way for the next decade
Join us for an exclusive

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DESIGN L AYOUT - RIVERSIDE ROOM STAGE 1
VISUAL

81
BEST PRACTICE COMMS
Events
Minimal, subtle branding

ensures the event feels
premium and sophisticated.

82
BEST PRACTICE COMMS
Event banners
Pull-up banners for events.
Banners can feature photography or be

quote based.
83

83
CONTACT
Talk to us
For more information and

advice on applying our brand
talk to us at
brand@london.edu

84

RS314 5343.40 Brand Guidelines Update Apr 2020 v2

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RS314 5343.40 Brand Guidelines Update Apr 2020 v2

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London Business School

Best practice comms 64

Our brand model

Original thinking The spirit of London Global community

Rigorous Open Curious Inspiring

Point of view Purpose Essence

We believe that We exist to have a profound Diverse minds,

Our brand archetypes

The wisdom of the ‘Sage’ enables the freedom of the ‘Explorer’

Last updated: 6 April, 2020

(print, poster, digital display assets)

Minds alive is not something we reference overtly

Last updated: 6 April, 2020

Introduction Introduction Who we are Our personality Flexing the tone

Think of us as a passionate explorer of ideas and connector of

Last updated: 6 April, 2020

We have four strong

Last updated: 6 April, 2020

Curious Introduction Who we are Our personality Flexing the tone

Constantly looking for new Brave, experimental and involved

Sound robotic, like we’re ‘Student discount applies’

Last updated: 6 April, 2020

Open Introduction Who we are Our personality Flexing the tone

Loves to collaborate and Inclusive, generous (supportive) and transparent

Climbing the career ladder Fuelling your career

Last updated: 6 April, 2020

Rigorous Introduction Who we are Our personality Flexing the tone

Believes that robust Precise, thorough and polished

Last updated: 6 April, 2020

Inspiring Introduction Who we are Our personality Flexing the tone

Brings out of the best Passionate, uplifting and purposeful

Last updated: 6 April, 2020

Flexing Introduction Who we are Our personality Flexing the tone

We understand that communications Rigorous Curious

Breadth and Scope

Thought piece Course prospectus Organisational email

Last updated: 6 April, 2020

Sammy Ofer Centre Sammy Ofer Centre

Our partner institutions

CBS Columbia Business School

HKU Hong Kong University

Last updated: 6 April, 2020

Participants Individuals studying on one of our Executive Education programmes

Students Individuals studying on one of our degree programmes

Last updated: 6 April, 2020

We do not abbreviate Professor to Prof.

Last updated: 6 April, 2020

Degree The School has ten degree programmes.

Masters in Financial Analysis Executive MBA (Dubai)/Executive MBA (London)

Masters in Analytics and Management Sloan Masters in Leadership and Strategy

Masters in Finance PhD

Last updated: 6 April, 2020

Executive Education (EE)

General Management programmes Leadership programmes Digital Transformation & Innovation

Last updated: 6 April, 2020

Punctuation Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography

John joined Microsoft as managing director in 2002

Departments: Capitalise. For example: Degree Programmes or Executive Education

Programmes: core courses: Always capitalise, e.g. Understanding General Management

Comma after etc., unless it appears at end of sentence. As in:

Ellipses (. . .) Should be three points, spaced, closed up at left: e.g. to be continued...

Punctuation Punctuation Numbers/dates Spelling Titles/salutations URLs/emails Geography

Punctuation Use one space after all punctuation.

Best practice comms 64