The university’s external image has been redesigned in order to specifically address the core target group: potential students. The redesign takes its cue from the idea that the students already possess the skills that will be developed in the course of their degree. This is also reflected in the new slogan: “IMC. It’s all in me.” IMC Krems’ goal is to unearth, sustain and nurture these abilities.
The modern logo is a visual expression of the new slogan. It is reminiscent of a seed or grain, at the moment when new potential breaks through.
“Young people are the future, and they need effective, energetic support. This has always been a cornerstone of everything we do here at IMC Krems. Now we have redesigned our brand image and given it a new look that transmits our vision to the outside world,” explained IMC Krems CEO Ulrike Prommer.
Stefan Schmidt, Executive Creative Director at Kastner, added: “In the context of advertising for educational institutions, the decision to frame the argument in terms of young people’s potential, as opposed to spotlighting the benefits of choosing the university, is a really disruptive approach. And best of all: this approach didn’t originate from our strategy department; it’s a true-to-life reflection of the day-to-day work of the IMC Krems team.”
Why it pays to change
IMC Krems’ outstanding degree programmes have a successful track record in the national and international higher education sector that goes back to 1994. Nevertheless: “Financial conditions and demand in the education sector are changing, and the competition is becoming stiffer. Our new branding reflects these changes – it’s fresh, modern and portrays our unique characteristics,” said IMC Supervisory Board Chairperson and founder of the managing company, Heinz Boyer.
IMC Krems currently offers a total of 27 innovative full-time and part-time bachelor and master degree programmes, with lectures held in both German and English. The programmes focus on the core topics of business, health, and science and engineering. Internships in Austria and overseas, as well as international exchange programmes and semesters abroad ensure that students are fully equipped for careers in Austria or abroad.
