A photochromic symmetric Schiff base, N,N'-bis(salicylidene)-p-phenylenediamine, has been studied by means of stationary and time-resolved spectroscopic absorption and emission techniques in the UV-vis spectral range with particular attention to the role of intermolecular hydrogen bonds. They are found to be responsible for the solvent-assisted excited-state proton transfer (the time constant of about 400 fs) in very strongly protic solvents and the photochrome deactivation (the time constant from 0.5 mu s to 3 ms) in both protic and nonprotic solvents. Moreover, formation of an isomer that competes with the photochromic cycle in solution is also observed.