Why should alumni of Vlerick Leuven Gent Management School join their alumni association? Because Vlerick Alumni wants to assist them in making progress on a personal level, within their companies and within society by means of professional networking and lifelong learning. Vlerick Alumni asked design agency Tango (TBWA) to convert this brand promise into a visual identity, which will be used in all Vlerick Alumni communication tools.

For the design, Tango was inspired by the Socratea Exorrhiza, a walking palm tree that thrives in the Amazon forest. This tree walks several meters per year in the direction of the sunniest and most fertile place of the forest. After all, this place ensures a continued growth. The link with Vlerick Alumni is quite obvious: as the tree is heading towards growth, so  are alumni members on a continuous journey to progress, assisted by their association.

The new Vlerick Alumni logo is entirely based upon this yearning for progress. The upper half of the logo around the word Vlerick  reflects the existing  green of the School. The roots of all alumni can be found in the School, their commitment to Vlerick was born there. The green smoothly blends into the sky blue of Vlerick Alumni.  Because for alumni, who are ambitiously looking for progress, the real journey starts at their graduation. And only the sky is the limit, is it not?

The Vlerick Alumni logo: