Executives at the unveiling of the logo in Calcutta on Saturday. Telegraph picture

Jamshedpur, Aug. 11: Old values in a new avatar.

Jamshedpur-based premier business cradle XLRI unveiled its new logo at Calcutta’s Tata Centre today, which it says was part of the institution’s futuristic outlook.

The new logo — modern and stylised representation of the traditional XLRI emblem — is made up of two components, a horizontal name stamp and a shield logo with a tagline.

The new horizontal name logo will seek to underscore XLRI’s standing as a more inclusive management education institution with a reference. It was designed to drive home the idea that a school of management goes beyond the idea of a being a “business-centric” cradle only.

The tagline, For the Greater Good, is meant to serve as a reminder of why XLRI exists and how it can be a force for greater good in shaping the management education sector and the community at large.

Interestingly, the original logo of the institute was developed in the early 1950s by XLRI’s founding fathers. Though it was tweaked a bit in 2004 to include the year of founding and the guiding motto, excellence and integrity, it has never been redesigned completely.

Speaking at the occasion of the launch, XLRI director Father E. Abraham said the new logo showed the institute’s will of moving while retaining the old Jesuit heritage.

“The new identity also represents XLRI’s clear focus and direction that allows greater freedom for a brand to grow nationally and globally,” Abraham said.

The director further, justifying the needs of a brand makeover, said every organisation needed to undertake modernisation from time to time to stay in touch with the expectation of internal and external stakeholders.

“Most of the students enrolled with us today were born after the year 1985. So contemporary culture and brands influence their design sensibilities. Thus, it is important that all the brand touch-points of a respected educational institution like XLRI are contemporary in design and expression,” Abraham said.

Tata Steel managing director H.M. Nerurkar, who is also the chairman of XLRI’s board of governors, in his turn said modernising the brand identity of the institution was an important milestone in its progress towards becoming a global management school.

The others present during the launch of the logo were vice-chairman and chief executive officer of HCL Technologies Limited Vineet Nayar and Asian region chief executive officer of Standard Chartered Bank Jaspal Singh Bindra, both XLRI alumni.