School projects dynamic new image for the 21st century HENLEY MANAGEMENT College has adopted a new logo to reflect its new business objectives, which include comprehensive changes in the school's faculty, premises, marketing and management. The changes are intended to consolidate Henley's position as one of the world's leading business schools. 'The changes I am announcing for Henley Management College are all about creating a clear focus on developing managers to make the right choices to address the dilemmas they will face in the 21st century in their organisations,' Henley principal Chris Bones said. 'The first area we have applied the brand to is our corporate identity, as shown in our logo. It draws inspiration from the River Thames, which is an ever-changing feature, and reflects the ebb and flow of business life.' The typeface was intended to represent the scientific aspect of management. The wavy graphic below represented 'the equally important' art of management. 'It can also be interpreted as an upturned palm, denoting the supportive behaviour of Henley, a characteristic we are well known for,' Mr Bones said, adding that the colour - a deep blue - was inspired by the Thames and was considered a 'serious business colour'. 'Our previous logo was perceived to be English - serene and possibly something to do with woodlands and the natural environment,' Mr Bones said. 'We believe this logo is more appropriate, given our business objective to be an international thought leader.' The design was developed following serious consideration. 'The overall design is simple, stylish and memorable,' Mr Bones said. 'It has been developed taking feedback from internal and external stakeholders, including MBA course members, alumni, clients, court of governors and staff,' Mr Bones said. Veronica Chan, general manager of Henley's Hong Kong office, was positive about the move. 'We hope this new branding will raise the Henley image in the Hong Kong community and the Asia region,' she said. Henley has been offering an MBA programme in Hong Kong for many years. The programme is divided into three parts. The first covers the foundations of management, managing information and managing people; the second covers managing marketing, managing performance and managing financial resources, and the third covers strategic direction and business transformation. Each part is followed by an examination. An elective and a dissertation round out the programme. The school also offers a specialised MBA in project management. Henley Management College has been operating in Hong Kong since 1986. It is the oldest independent management college in Europe.