We were very excited to be asked to work with AMBA on a new brand which would better reflect their authority and serve as a global quality mark. Through our work with AMBA, we knew that the brand would be present in over 200 business schools in over 80 countries, which are accredited by AMBA.
The diamond concept was part of our brief, but there are a remarkable number of ways to draw diamonds, many different cuts, and a variety of stylistic approaches between naturalism and abstraction.
AMBA’s previous brand made use of triangles – the negative space created by the head of the arrow on their old logo. A sympathetic nod to an existing logo can be an effective way of handling the transition to a new brand, and we created a way of working with the triangles to construct a diamond. Working collaboratively with the client, we developed the diamond shape to incorporate the AMBA lettering in a subtle yet striking way.
Branding guidelines and design templates have followed swiftly and the brand has already found it’s way onto the AMBA Gala Dinner invitation and programme. New certificates have been distributed around the world for accredited schools and their students. Probably our furthest reaching project to date and we’re terrifically proud of it.