Higher education.

This newly founded college of economics wanted their identity to have a modern touch, that would stand out from competing schools but at the same time would not sacrifice their credibility as an institution of higher learning.

A specific quality that the client wanted to bring to the foreground was the human aspect of economics. As a new school, HGSE wanted to refresh the outdated or narrow understanding economics as a branch of science largely was seen to have.

Supporting the sturdy traditional typography, the colour scheme was kept simple, powerful and vibrant. To bring more life to the visuals when and where appropriate, a style of illustration was outlined, that could be used as purely abstract elements to liven up different kinds of solutions, or be expanded to have a more illustrative role.

This version of the identity was ultimately rejected by the client.