New visual identity for the IB

On 20 April 2007, the International Baccalaureate officially launched its new visual identity. Our aim is to achieve a clear, consistent visual identity that resonates with stakeholders by reflecting the organization’s mission and core values.

It is a powerful identity that reinforces the fact that, wherever we work in the world, we are working towards one mission and under one name: International Baccalaureate.

Why change?

As the IB grows, it has become increasingly important that people can identify who we are, what we do and where we work. This not only includes the people already involved with the IB, but also potential parents, the media, university admissions staff and others.

In 2006, we conducted research that told us that our old identity, with its numerous logos and names, was tending to confuse, rather than inform, our audiences. The fact that schools and the central organization were using different logos was diluting rather than reinforcing our public identity and the strength of our reputation. Our emphasis on the "Organization" of “IBO” was ignoring the wider “IB” community.

Our new identity is inclusive—the "IB" is about IB World Schools, IB programmes, IB students and all of those people committed to our mission. There is one core logo and a strong visual theme to bring greater unity to our publications.

Much more than a logo

Our new identity is about much more than a logo. Our work has focused on defining key messages about the IB and new communications materials to better explain what we do and to reinforce the values that bind the IB community together. There is a particular emphasis on the IB learner profile and our aspirational goal of providing "high quality education to create a better world".

The new identity will help potential parents, teachers, administrators and others to more quickly recognize that a school is part of the IB worldwide community and committed to quality education, pedagogical leadership and international-mindedness. The new identity is supported by high-quality communications materials to help explain IB programmes to boards, parents and students.

The short video below helps to bring the materials alive:

Find out more

The new material, logos and videos are available to download from this website.  However, every IB World School will receive a complimentary package of support materials with further information by early June. This will include a new IB brochure and short flyers for the Primary Years, Middle Years and Diploma programmes.