Chulalongkorn Business School (CBS) - Rebrand concept

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  • Chulalongkorn Business School (CBS)
    Chulalongkorn is the oldest and one of the best university in Bangkok, Thailand. 
    It's main emblem called "Pra kiao" a Thai style coronet, which used in a uniform, a formal letter,
    transcript and etc.
    This work is a conceptual re-branding for Chulalongkorn Business School, which used to 
    call Faculty of Commerce and Accountancy. The brief is to re-design the brand to make it more
    international but still keep the old traditional identity. Tha mandatories for the logo are 
    1. Use signature blue color of the faculty as a main color. 
    2. Use "Pra kiao" emblem in a logo. 
    3. Represent a faculty name by using an abbreviation "CBS".
    4. Create a signature icon for the faculty
  • Concept "Moving Forward" 
    The starting point comes from a junk ship which is a traditional symbol of a commerce and accountancy faculty. The symbol is minimalised down by using only sail canvas to represent the whole ship.
    All 5 sail canvas can also represent 5 majors in the faculty and the shape is integrated with an arrow to represent "Moving forward" concept design.
  • Color theme
  • Business card
  • Letterhead
  • Envelope
  • Stationery
  • Poster
    Image from