Stockholm School of Economics
Stockholm School of Economics was never just a business school.
Brand System
For more than a century, it’s been a place where ideas, people and perspectives meet, bringing economics into conversation with art, culture and the humanities. Our challenge was to create a visual identity with the same amplitude and distinction as the institution itself. One that could carry the authority of its past yet reflecting what it has become today.
The new identity is born at SSE’s home on Sveavägen. The school is built in the Swedish Grace tradition, its architecture defined by strong lines, symmetry, classical proportions and unexpected details. Rather than simply referencing this heritage, we reinterpreted the building itself where we turned the architecture into the foundation of the identity.
Historical forms are taken apart, reframed and given new roles. Decorative facade details become illustrations open to interpretation. Architectural structures shape compositions, while wall textures create walls on a page. Every layout is a room, an extension of the school’s classrooms, balancing a restrained institutional language with moments of wit, color and humanity.
The result captures something physical and philosophical about SSE: a place with room for different ways of seeing the world. Whether encountered on a screen, on the streets or when stepping through the large wooden doors, the new identity carries the character of the school beyond its walls, to every student, professor and society at large.
