Shifting Perspectives

Institutions are shaped not only by what they teach, but by the environments in which ideas take form. The visual identity of the Stockholm School of Economics reflects this relationship. It offers a framework for interpretation and invites reflection, while remaining grounded in the character of the school itself.

The design language draws on the architecture of SSE and the tradition of Swedish Grace. Marked by clarity, symmetry, and restraint, the style combines classical influence with a distinctly human sensibility. It is both disciplined and open, balancing precision with warmth.

This identity follows the same spirit. Lines, surfaces, and typography are informed by the School’s physical surroundings as well as its intellectual life. Rather than inventing a new visual world, the identity interprets the one that already exists at SSE.

The SSE logotype consists of two elements: the emblem and the wordmark.

The emblem is derived from the School’s historic seal, created around the founding of the Stockholm School of Economics in 1906. At its center appear attributes associated with Hermes — known in Roman mythology as Mercury — the classical figure linked to commerce, trade, and communication. His caduceus and winged helmet are depicted within a surrounding wreath together with the Three Crowns, Sweden’s national emblem. The wordmark is set in the primary typeface SSE Adelia.

The color palette of the Stockholm School of Economics is inspired by the school’s physical environment, its architecture, campus surroundings, and the materials that shape its spaces.

The primary color draws inspiration from the copper-green dome of the school’s library, a distinctive element of the campus and its architectural identity.
The palette also reflects a broader architectural tradition. Inspired by historic color systems, such as those developed by Le Corbusier, the colors are chosen to harmonize with materials, natural light, and the character of the built environment. Together, the tones reflect the school’s legacy while working clearly and consistently in contemporary digital contexts.

The typography of the Stockholm School of Economics draws inspiration from Nordic arts and culture of the early twentieth century, the period in which the school was founded. The letterforms combine a clear, structured character with subtle organic qualities, reflecting the final decades of classical design.

The primary typeface, SSE Adelia, was developed in 2024 by Letters from Sweden. Its forms echo the lettering carved into the stone plaque in the School’s atrium, creating a direct connection between the visual identity and the architecture of the building.

To complement the visual identity of the Stockholm School of Economics, a distinctive illustration style has been developed in collaboration with illustrator Ben Baker.

The illustrations draw inspiration from architectural details, objects, and textures found throughout the school’s buildings, as well as moments from everyday academic life. Familiar elements are reinterpreted in unexpected ways, creating visual motifs that connect the identity to the physical environment of SSE.