To design a new logo that represented the company, our first step was to understand the company, its services and purpose. We then analysed the market, the competition and key differentiators following our 360 brand management process. The logo design we developed included a modern scudo or shield encompassing a motif representing its people and students, depicted in a way to portray unity, focus and vision. This provided the academy with a modern day logo taking into account its history and academic traditions.