Institut Paul Bocuse, A Progression for Paul Bocuse
2017
"Learn Better, Dream Brighter"

Institut Paul Bocuse

Reconciling heritage with vision

Founded in 1990, The Institut Paul Bocuse is a management and training school that prepares students for careers in hospitality and the culinary arts. Eager to showcase their 25 year legacy while conveying the vibrancy of their program and range of offerings, Institut Paul Bocuse approached CBA to help define their future.

At a time when the hotel and restaurant industries are undergoing major change, CBA was eager to create a design system for the Institut that could encompass different disciplines, skill sets and their increasingly international culture, all while conveying the elite education and creative knowledge that the program is so famous for.

While the transmission of knowledge, high standards and excellence are all vital in culinary education, Institut Paul Bocuse's philosophy goes a bit further. Their philosophy is that by educating with the goal of unlocking creative potential you can enable students to both excel and flourish. This was the basis for the Brand Essence defined by CBA: "Your imagination can take you beyond excellence." A new slogan for the school represents this: "Learn better, Dream Brighter" and the design solution and visual identity system for Institut Paul Bocuse is a nod to that slogan. The resulting design is spontaneous, collaborative and contemporary and is designed around color - blue for continuing education, red for higher education and green for research.

The result is a brand a new edge and modern image for Institut Paul Bocuse. An unveiling of the new design took place at the Sirha Trade Exhibition in January 2017.

We needed an umbrella brand that would bring all of our activities together. We are known for our higher education, but we also have a vocational training centre and a research centre - Dominique Giraudier, CEO
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