The name ‘The Strategy Academy’ communicates that it is not a management institute or a business school that awards academic degrees or diploma or an organization that offers pure consulting and/or training services. It is an organization that is different in the way it blends contemporary concepts, research findings and best practices in the field of ‘strategy and strategic management’ and in the way it sees itself as an organization facilitating Transformation of individuals, institutions and industry, with a view to ensuring their continuing Sustainability and Achievement, through deploying the power of strategy . The emphasis of the academy is on transformation through deploying the power of strategy and the mission of the Academy is accordingly articulated as:

“Enabling Transformation. Building Capabilities. Driving Success”
Through
‘The Power of Strategy... Applied”

Incorporated in the logo itself, this two part byline captures the core value proposition of the Academy and communicates what it does viz “Enabling Transformation. Building Capabilities. Drivibg Success” at the levels of individual, institutions and industry for continuing sustainability and achievement. By stressing this mission, the Academy communicates that strategy and strategic management, as recommended and facilitated by the Academy, is broader, different from and more inclusive than commonly accepted purposes of strategy.

Given this mission, the strategy as recommended and facilitated by the Academy, is built on five key pillars that it believes are fundamental for Transformation, Sustainability and Achievement. These 5 pillars are:

• Integrity (moral, intellectual, financial)
• Ideas (intellectual, creative and entrepreneurial leadership for spotting opportunities and spelling out    broad directons to pursue the same)
• Inspiration (ambition, excitement, passion, energy and intensity of desire to pursue the idea as well as    the broad direction and inspire others to support or cooperate with the initiative)
• Innovation (in product, process, services, communication and stakeholder experience to execute the    idea and the broad strategy in a unique, capital efficient and cost effective manner)
• Impact (in terms of stretched goals proactively set and extent of actual achievements made, measured    along financial, operating and also various socially desirable metrics)

The five columns shown in the logo are these 5 ‘I’s with the first one in the extreme left representing ‘Integrity’, followed by the other 4 ‘I’s in the order just mentioned. The choice of blue colour for 4 of the 5 ‘I’s viz. Integrity, Ideas, Innovation and Impact and red colour for the middle one viz. ‘Inspiration’ also communicates specific meaning. The blue colour represents emphasis on clear thinking, big ideas, high standards, optimism and positive attitude in the 4 areas for which it is used while the red colour indicates the combined power of ambition, excitement, passion and energy to make things happen. The 5 upward directed steps shown in the logo communicates how the 5 ‘I’s cumulatively help in ensuring transformation, sustainability and achievements, measured in terms of size of ‘Impact’ made along financial, operating and also various socially desirable metrics. The letter ‘T’, prominently displayed in the logo in red colour, indicates the principal aim of the academy viz. ‘Transformation’, that ensures sustainability and achievements effected through the Power of Strategy that is built on 5 ‘I’s. The use of number of ‘I’s in the logo also shows the three segments viz. Individual, Institution and Industry that the Academy focuses on while pursuing its mission to transform through deploying the power of strategy.