Brand identity

The graphic elements, visuals, and words we use every day to talk about SKEMA Business School form the basis of our brand identity within our community and far beyond.

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SKEMA: a name with universal roots

The name SKEMA comes from the ancient Greek word skhêma (form, shape, constitution of an object). This root evolved into schema in Latin (attitude, aspect, geometric figure) and then into schéma in French, referring to the structure or movement of a process. SKEMA is also an acronym for School of Knowledge Economy and Management. It is a global school that prepares the talents for 21st-century businesses — responsible, mobile, multicultural, and entrepreneurial talents who manage information, data, and knowledge.

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A unique tagline: "At Home Worldwide"

The brand tagline "At Home Worldwide" reflects SKEMA Business School's commitment to offering students a truly global experience, enabling them to feel at home wherever they are. With 10 campuses worldwide, SKEMA connects cultures and markets, training leaders capable of thriving in a dynamic and interconnected international environment.

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A visual identity that reflects our positioning

SKEMA's visual identity, through its graphic guidelines, embodies our mission, values, and positioning. It is based on three pillars:

  • ​The heritage of the brand’s communication
  • The brand's DNA  
  • Current graphic trends, with a timeless approach

It is reflected in a clean and simple aesthetic, highlighting visuals that represent the concept of a “world according to SKEMA”: SKEMAPOLIS, an imaginary city that brings together the best attributes of the five continents where we are present. SKEMA is inventing the global city of tomorrow. The application of these guidelines ensure visual consistency across all our communication materials: printed documents, websites, social media, or other channels.

Logos & uses

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Mascot, Leon the SKAMELEON 

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Leon Skameleon

In 2019, SKEMA launched a major contest within the student community to create the first mascot in the school’s history. Roxane Ricros (SKEMA 2021) and Arthur Cavrois-Foucaut (SKEMA 2021) proposed a mascot that would represent SKEMA as a whole (multi-campus). Thus, Léon the SKAMELEON was born, and today, he is a unifying character for SKEMA Business School's students and associations/clubs.