MICA is an academic institution for Strategic Marketing and Communication skills in India. Established in 1991, it is located on the outskirts of the western Indian city of Ahmedabad. Recently, on March 29, 2014, amidst the nineteenth convocation, MICA launched its new logo while still retaining its vision to create leadership in Strategic Marketing & Communication, as also its tagline- ‘The school of Ideas’. MICA has now dropped its acronym and will now be known as only 'MICA'. MICA was established in 1991 by A.G. Krishnamurthy of Mudra Communications, as an autonomous post graduate academic institute. It was set up to feed the Indian advertising industry with trained persons. The main academic block was inaugurated in 1993 and MICA relocated to its current campus at Shela. It was also the year in which its first Director Dr. Binod C Agrawal began his tenure. The first flagship batch of PGPD program in Communications was inaugurated by the then Governor of Gujarat, Sh. Sarup Singh in 1994. Atul Tandon served as director from 2001 to 2009. Over the course of next 20 years, the CCC, Online PG Certificate and FPM programs were introduced. The refreshed visual identity is a marriage of the constant evolution of the institute and the universality of the Fibonacci spiral. Since 1991, MICA has been symbolized by the dual triangles. In its recent brand refresh, the institution adopted a new logo whose basis lies in the Fibonacci spiral. The Fibonacci principle is the most powerful explanation of the scientific basis behind all natural art forms and the spiral best explains the harmony in the universe. In nature, The Fibonacci spiral allows an organism to grow while maintaining the original shape. Adopting this principle to the MICA logo, the science of strategic marketing exists in the primary symbol i.e. the triangle, and the art of communication finds its manifestation in the flexibility to constantly evolve. The unlocked triangles allow for openness and dialogue, yet maintain a strong connection amongst the many stakeholders. The colour red symbolizes strength, passion, commitment and dedication to a cause, a purpose, a focus - an equal and simultaneous focus on people, planet and profit.