Frequently asked questions
Here are some commonly asked questions by IB World Schools about the IB identity:
Development
Launch
Usage
What is an identity or brand?
An identity or brand in a not-for-profit context is intricately related to the reputation and values of the organization.
- It is a means to protect non-profit organizations’ reputation and ensure differentiation from similar organizations, when invested in appropriately
- It has the potential to build and reinforce stakeholder commitment and loyalty, when based on a clear set of organizational values.
- It is a powerful expression of what the organization stands for, that goes well beyond a logo and graphic design.
When we talk about the “IB identity”, we mean:
- our name ("International Baccalaureate" or "IB")
- our visual identity (much more than just a logo)
- messages and language to describe our work.
An effective identity is a way in which all the stakeholders of an organization (current and potential) can quickly identity the organization and understand what it stands for.
Why does the IB need an updated identity?
We're aiming to achieve a clear, consistent brand identity that resonates with stakeholders by reflecting the organization’s mission and core values in order to:
- increase stakeholder loyalty and commitment
- increase awareness among key groups (eg. donors, university admissions directors and governments)
- reinforce a sense of community and unity in a diverse and widespread organization
- help sustain appropriate growth.
How was the new design chosen?
In a process lasting a little over a year:
- a steering group, with representation from IB staff and the Council of Foundation, met each month to review and advise on the project.
- quantitative research was conducted through an online values-based questionnaire and external market research.
- qualitative research was conducted through semi-structured interviews, a focus group and a branding workshop.
- there was an audit of the current brand and ten other organizations targeting similar stakeholder groups.
- public consultation was undertaken to select a final design.
- the Council of Foundation approved the research findings and the final choice of design.
When was the identity launched ?
The identity was launched at the AGM of the Organization on 20 April 2007.
How do I obtain the IB World School logo?
The logo in a variety of formats is available to download from this website.
Who can use the IB World School logo?
Only fully authorized schools can use the IB World School logo. Please read the Intellectual property and Copyright rules, and the identity guidelines for schools for further guidance.
Contact details
If you would like to contact us directly to discuss any aspect of the information on these pages, then email: communications@ibo.org, or phone +44 29 2054 7777.
