The document outlines an intensive international marketing program organized by KHLeuven's ECHO department from March 30 - April 3, 2009. [1] The program aims to prepare students for working in international business through an international learning environment focusing on marketing skills, technology, language practice, and intercultural cooperation. [2] Students will work in international teams to develop logos for the City of Leuven, drawing on their knowledge and creativity. [3] As pre-assignment, students are asked to submit a 3-page report summarizing their research on how logos are composed and the role of elements like color, font, and shape by Monday, March 30th.

1. International Marketing Week
Icon test – I contest
30 March - 3 April 2009
Logo creation pre-assignment
1 Objective of the Intensive International Programme
KHLeuven has one clear objective: it wants to prepare the students for the job
21st
market of the century in an optimal way. In that perspective,
internationalisation is a very important part of the curriculum. ECHO, department
of Business and Management Studies, wants to prepare the students for the world
of European business and trade. Most of them will be employed in companies and
organisations operating in an international context. ECHO also wants to educate
European-conscious citizens.
To give them all, and not only those who want to study abroad, the chance to
explore their international experiences, ECHO organises an Intensive International
Programme (IIP). The main objective of this IIP is to create an international
learning environment for marketing students. The project will emphasize the
following dimensions: the integration of different marketing aspects and
techniques, the development of ICT skills by using graphic and other software,
digital learning platforms and internet communication, the possibility to practise a
foreign language, i.e. English, and finally, intercultural dialogue and cooperation.
During this project students will be working in an international team. Groups are
composed of Flemish students, Walloon students and foreign students. While
developing logos, they will have to draw upon their knowledge of several
disciplines. They will also have to prove their creativity and their communication
skills. The language of communication is English.
The partner universities who participate in this programme are ‘KHLeuven
department ECHO’ from Leuven (Flanders - Belgium), ‘EPHEC’ from Louvain-la-
Neuve and Brussels (Wallonia – Belgium), ‘FH des BFI Wien’ from Vienna
(Austria), ‘The Hague University’ from The Hague (The Netherlands), ‘ESCIP’ from
St. Omer (France) and ‘Reinhold Würth Hochschule der Hochschule Heilbronn’
from Künzelsau (Germany). Furthermore students from Austria, Bulgaria, Finland,
Katholieke Hogeschool Leuven 1 Tel. +32 (0)16 375 300
Department ECHO Fax. +32 (0)16 375 399
Hertogstraat 178 www.khleuven.be
B – 3001 HEVERLEE

2. France, Germany, Kenya, Latvia, Lithuania, Poland, Portugal, Russia, Spain and
Turkey join the project.
2 Pre-assignment
Most of you know the emblem of Mercedes, the symbol of Red Bull, the little
flower of Yoplait, the bottle of Coca-Cola.
These symbols are chosen deliberately so as to represent the personality and the
culture of a company or a brand. The identification and the recognition of a
company, an organisation or a brand contributes to attain the company’s
objectives.
The logo will only be strong if all the style elements of the company or
organisation are respected in a consistent way. The recognition can be stimulated
by using the style in a consequent way.
In the same way as a signature can reveal something of the character of the
signer, symbols enable us to penetrate the essence of the company, the
organisation or the brand and to find out what image they have of themselves.
In this project you will create a logo ordered by the City Council of Leuven. The
created logos will be judged by a professional jury, a student jury and an
international jury. They will each select the best created logo.
As pre-assignment collect information about logo creation: how are logos
composed? What is the philosophy behind the logos? Do the used colours, the
font, the shape play an important role? … You may start from an existing logo.
The information has to be summarized in a report of 3 pages. Do not forget to
mention the sources you used. They could be useful during the work sessions of
the marketing week.
The report has to be handed in on Monday 30 March 2009 during the first work
session. Please mention your name and university.
Katholieke Hogeschool Leuven 2 Tel. +32 (0)16 375 300
Department ECHO Fax. +32 (0)16 375 399
Hertogstraat 178 www.khleuven.be
B – 3001 HEVERLEE