Profile & Communications Guide
For internal use only
Introduction
As one of the foremost
business schools in
Europe,we should
value our brand and
make the best possible
use of it.
Ever since its founding in 1909, the Stockholm School of Economics has played a significant role in business and society. As one of the leading business schools in Europe, it
is vital that we present our brand in the best possible way.
Everything we say and do influences how we are perceived. Our communications should therefore stem from a common language of design, tone and pictures
intended to express our profile. You hold in your hands the short version of our
Design Manual, a simplified Profile and Communications Guide which has been
created to help us to achieve a consistent usage of the Stockholm School of
Economics brand.
Use the Guide as a source of inspiration and guidance in your day-to-day work.
If you have any questions, please contact the Communications and Marketing
Department.
2
3
Position and mission
Our primary mission is to
offer education that rests on
top-quality research and
through that education and
research we seek to drive
development in society.
SSE has secured a strong position within the international market for higher
education as a first-class business school with the ambition to be among the top
three in Europe. To achieve this, we must be attentive to shifting market demands
and always aspire to stay one step ahead in developing programs and conducting
pioneering research. Our aim is to attract the best and most talented students and
faculty both from Sweden and abroad.
Position
SSE is one of Europe’s leading business schools, offering a first-class, internationally
competitive education in business administration and economics, along with highly
regarded PhD, MBA and Executive Education programs.
Mission
Our primary mission is to offer education that rests on top-quality research and
through that education and research we seek to drive development in society.
4
5
The SSE brand
Over the past century the Stockholm School of Economics has built its reputation
through offering education of the highest class and through top-quality research. By
these means we have created a school that attracts the most talented students. The core
values that form the foundation of our operations and the communication of those
operations have been defined by the words Pioneering, Empowering and Courageous.
Additional distinguishing values have been defined by the words Proud, International and Exclusive.
Together these values form our brand platform, an important basis for our
communications.
For a clear and consistent understanding of what we are, our communication
should be founded on these brand values.
s
u
eo
neering
Ex
c
Cour
ag
s
lu
Em
n
weri g
o
p
Pio
national
Inter
Proud
Core values
Pioneering
We have the daring to blaze new trails and break
new ground. Our courses provide the tools and
the boldness needed to think the new. At SSE
people can challenge and can change.
ive
Empowering
With our courses as a foundation, opportunities
open up. We are a highly ranked and highly
esteemed business school that inspires our
students and our researchers to action.
Courageous
We have the courage to challenge established
conventions and find new routes into the future,
both theoretical and practical.
6
Supporting values
Proud
Our history and our current operations mean
that we can be proud of what we are and what we
achieve.
International
Our students and researchers look outwards. SSE
has operations in Sweden, Russia and Latvia and
collaborates with several leading institutions of
higher education around the world. We offer a
vast portfolio of education programs, opportunities and networks.
Exclusive
We offer a high-class educational and research environment to those who have exceptional talent and
want to gain more, regardless of their background
or their means. All in all, we are considered one of
the leading business schools in Europe.
7
Our logotype
Our logotype is a clear symbol of our identity. The logotype is also a very important component of our graphical communication and must therefore never be
tampered with.
The logotype exists in two versions – Swedish and English. The logo can be combined with the name of a unit (for example the name of a subsidiary). The general
rule is that the English logotype should be used. In communications directed at a
wholly Swedish target group, the English logo should be written together with our
Swedish name “Handelshögskolan i Stockholm”, or in specific circumstances the
Swedish logotype may be used.
Exceptions must be approved by the Director of Communications. More than one
SSE logotype must never appear on the same item.
STOCKHOLM SCHOOL
OF ECONOMICS
Never omit any part of the logotype.
Never rearrange the logotype.
Studentkåren
Never add your own text to the logotype.
Never use colors other than the official ones.
The “mother” logotype should be used by all units within the Stockholm School of Economics and for all
external marketing, for example on the web, in brochures, in films, on business cards etc. Subsidiary logos,
where the logo is combined with e.g. a department name, may only be used for internal purposes.*
* Exceptions are IFL Executive Education, SSE Russia and SSE Riga, the Student Association, SSE Business Lab
and the Alumni Association, which should use their subsidiary logotypes for all purposes.
8
Never set the logo on a background other than the
official one.
Never crop the logotype.
9
Colors and typefaces
Illustration style and overlays
Typography is important to the Stockholm School of Economics’ graphical
profile. It does not just convey the message in the texts; it also forms an official
“house style” that represents the sender.
The School’s official typefaces are Baskerville Regular for headings (NB upper
and lower case) and for body text, and Futura Medium and Futura Light for subheadings, separate words (e.g. on signs) and contrast text.
All printed matter issued by the School (brochures, advertisements, business
cards etc) should use these typefaces. This creates uniformity and consistency in
applications where the School makes use of its logotype.
The rule is to use lower-case letters, but to emphasize a certain word, a section,
chapter etc. capital-letters may be used.
Main headings always in
Baskerville Regular upper
and lower case
Baskerville Regular
PRINCIPAL COLOR
Body text:
Baskerville
Regular
Aloborpero od exero endiamc onsectem irilit luptat irit
at. ex ea consecte vel ulluptat vel ut luptatio od dolendrem vel ulput velit, qui elis nullaore con velis delit iuscil
ex ea faci euguerci
Sub-headings:
Futura Medium
Futura medium
Aloborpero od exero endiamc onsectem irilit luptat irit
at. ex ea consecte vel ulluptat vel ut luptatio od dolendrem vel ulput velit, qui elis nullaore con velis delit iuscil
Auptatio od dolendrem vel ulput velit, qui elis nullaore con velis delit iuscil ex ea faci euguerci tie
10
The illustrations contained in SSE’s image archive should be used both in printed
communications and on the web. The illustrations fall into two groups: photographs of
people and photographs of locations.
The people shown should be well turned out without being smart, and conveying enjoyment, warmth and activity. Age depending on target group of the printed
matter. Pictures of people should if necessary be complemented by well-lit location
shots. Location shots should have a stylish, Scandinavian and rather stripped-down
feel. The pictures should emphasize our history and our progressive spirit.
Overlays are used to strengthen our profile and consist of a semitransparent
colored film placed over the left side of the illustrations. Text and captions can be
added on the transparent surfaces.
Contrast text
Futura Medium
BLUE
PMS 295
CMYK 95, 67.5, 26, 14
RGB 9, 47, 104
SECONDARY COLORS
BLACK
WHITE
GOLD
Pms 871
CmYK 43, 38.82, 100, 12.94
RgB 128, 112, 65
ORANGE
PMS 114
CMYK 0, 48, 100, 0
RGB 204, 125, 0
LIGHT
BLUE
PMS 295 (50% resp. 75%)
CMYK 95, 67.5, 26, 14
RGB 9, 47, 104
SAND
PMS 465
CMYK 30, 40, 80, 0
RGB 163, 145, 97
LILAC
PMS 2613
CMYK 63, 100, 0, 15
RGB 89, 30, 119
11
Text tone
Advertisements and display material
The tone of texts should convey self-confidence, humility and a progressive spirit. By
promoting our heritage and our brand values in the text, we underline the pride and
sense of community that characterize the Stockholm School of Economics.
Handelshögskolan i Stockholm
Hur ser världen ut om 100 år?
Ekonomie kandidatprogram
specialisering detaljhandel.
Tävling för studerande
och verksamma vid
Handelshögskolan
Vill du ta snabba
kliv i karriären?
Ureet, quamcon sectet la alisit ver sum nibh ea adionul laortio do consed etum quis
adiam dunt laore doluptatuer sum irit nostinciduis nonsed eugait, core el utetumsandit lor senibh exer atisi essit volessequat ulputpat wis ad ming exeratisl ipis numsandit,
cor iuscing eraestin exerate modiame tummod tem ipit nulluptat augait del utpatinim
aliquat lutpat. Ut vullutem zzriuscin ulpute et, summy nonulputem quismolore consequat. Rat, sisi.
Ekonomie kandid
atprogram
specialisering
Ekonomie kandidatprogram
detaljhandel, No
rrtälje
am,
Handelshögskola
specialisering detaljhandel, Norrtälje
Ekonomie kandidatprogr
n i Stockholm
kholm Handelshögskolan i Stockholm
Handelshögskolan i Stoc
Nordens
bästa ekonomiutbildning finns
i Stockholm
Ett ledande
kunskapscentrum
med fokus på
detaljhandel.
Ekonom
ie kandid
atprogra
specialis
m
ering de
taljhande
Handels
l, Norrtäl
högskola
je
n i Stoc
kholm
Ett ledande kuns
kapscentrum
med fokus på de
taljhandel.
Irit augait augi
am, core modions
ent vullan vel euga
feugiamet, quipit
it lum nis alis et,
wisl ut dolore feuis
sum iriustrud mag
dolorem zzrit augi
na
dolorperos ad te
am iril ea feu feuip
moloreet adio dolo
isci eum duis
r incinci etuer sit
euis augait veriu
nonsequat praesto
sc illaor sissisim
commod delis
iure venim zzril
perillam et, velenim
dolor atie exeros
augait wis at, volo
dolobortie vullam,
bor
consenisis aliquis
molorem iriusto
sectet ad min veliq
endionsequam zzril
uam accumlaor per sissim nisse
It ero dolorpero
d dui bla am, cons
dolore voluptat ad
equam, si.
del ipismodo cons
do cortie ea facip
equa
m
dole
nim ilit adignit laor
et, summodio exer
cid uiscill aorper
e
velisl ute magnim
augiat adip ea feug
zzril et praeseq uam
iam iustrud tat,
core modiat. Ut
suscidunt velenis
vent acipis eumsand
dolenit la feu facip
ionsequamet,
sum
nim
iuscinc iliquis aliss
iuscidunt inibh esto
ed te dolobore et
con utpat ipsum
wisit
eu faccumsandre
quis alis alit auga
consequate cons
it, suscidunt eum
ed tinisl ea faccum
molesto exero odol
lor sim dolor si tin
end iametum in
ulputet ex el dign
exer si estissi tio
is autpatuero cons
dovelis el il er secte
end ipsustis adig
t vulla con henis
nisi tat. Is acidunt
nulluptatie facin
dunt ver illan ullam
g essit verosti onu
lputpat. Aliquism
, consed te dolent
od
praeseq uisiscil ullao
lore dolorer si elis
rting ex exerci te
nissisim dolortisi
magnisisl doetummod magna
elis nonulla feu facil
cor sed molenibh
iquat.
etum aut nonsed
Ed et dolortis eum
my nostrud te mod
modolore dignisit
sequamcon eros
alis ad doloboreet
trud del et, quis
lummy nonnonsequam, vullu
nostrud el enibh
ptatum non heni
ero eniam, conse
bh enis autpat prat
delit
la alisse dolor alit
nis nulluptate cor
adit aci tate mol
si bla facip etum
uptat alis dit
il digna accum inim
cor suscipis dolo
velit velis numsan
r sectet am, quat
ullamconulla
ie vullaorer senit,
exeros nullaor ing
vercil ullam, send
et, volor aciliquat
it lan volobor ipsu
io dolorti onullum
sto
in utpat lore dolo
doluptat, quipit
re euiscidunt iusto
et,
sit
utat velit
ea facil ulla feum
Rilit wis digna facin
sandre magnibh
utat. Lenim in ulpu
erciliquat luptat.
t
wism
olo rtionsed tie dolo
zzrilit wis nostio
doloreetum aut
boreet nulla facc
alit, quisis deliquat
um
tat adignibh er augi
nosto dit aute ea
atu erostisi tem nism
acipit ing er sequ
i
olestrud min eugu
do dolent ad tion
e facil irit inis dolo
enit ipsum iuscillan
reet, consed
hendre dolobore
lorem quis amet
m
nos nullandio odio
vel eniam nullut
nsed
dolore
rat.
Molore con ulpu
dolutat am zzrit,
tpat prate commy
quatum dolesecte
nonse etum
m veniscidunt nulla
ndip exerostie mag
na faccum do
Ett ledan
de
kunskaps
cen
med foku trum
s på
detaljhan
del
Tie corem euissed tatuer in henit lam nonsenibh etum esequis augue ea consenis
dio odigna alisim zzrit non utat veliscidunt alit vent alit laore commy nos num dio
Vi har språngbrädan.
etuer iure facin vullam zzriureet prat, quat aut nullaortis nim iliquiscing eummy nonsecte do ex ea am nulla alit, sent velenia mconsequatum quatue del delendre mincilla
feuguer alit do doloreet adiamcore doluptat. Borperiure magnim veriliquip eu feugue
do ea faccumsan hendiam, sed dolor sustie ming eum alismol oreetum volore tisl ut
nonulla feumsandiam nit pratetum dolorem velesto eliquis modolortis er se molore
modolor erciliquamet nostrud molore veros auguer sequat. Ut alisi.
Num qui enisi. Ibh ea faccum quip eum inim duisl dolor incil exer sed tie volore ver
ipis alit dolor suscilis et, commy nim nit lam irit velessed tem velit velesequis at. Duiscilla faccummy nosto dolorperosto consequam auguero dolore corer irillut wissi.
Ex eum nit lut adiatue rcipit volent ut alit ulla adionsequat laore vel iriuscilis nismod
del et, sustrud tet ipit, cor si eum venissi.
Duis nulla faccum zzrit la faccummolore velit ad dunt ad doloborpero od er adipis
nos ad et ip et nonulla feum dolorero do eugait praesse vullam estrud et aut accum eu
faccum elesed dignit praese ea alisi.
Im dolobore eratie dit aciliquatio con henibh ex el utem doloreetue ex eugue vel
dolore minisis ea conse ming ea feu feuisis cillam vel diatet pratinc iduismo lortis nos
am, sum num nulla faccumm odoloborero eniat ad magna alit autpatue dolortio eu
feugueril dolobor secte faccum dolorem zzriurem num ip exer sit esto doloreet, sim
vercilit vel ut acip eummodo euipsummy nonsequisi.
Um ero commoloreet landre dipsum in ea facidui bla amconsequat lam
Ekonomie Kandidatprogram
Ekonomie Kandidatprogram, specialisering detaljhandel
MSc in Business and Economics
MSc in General Management
Ett ledande
kunskaps
centrum
med fokus på
detaljhandel.
Sista anmälningsdag 15 april.
För mer information: www.hhs.se,
tel 08-736 90 00
Example 1
Example 2
Ekonomie kandidatprogram
Ekonomie kandidatprogram specialisering detaljhandel,
MSc in Business and Economics
MSc in General Mangement
Vill du ta
snabba kliv
i karriären?
Vi har
språngbrädan.
Sista anmälningsdag 15 april.
För mer information
www.hhs.setel 08 736 54 56
Example 4
These are four examples of SSE’s communication
through advertisements and display material.
The little multicolored strip should be used in advertisements that have a monochrome background (Example
1), being placed on the top edge on the right.
Example 3
12
13
Documents produced in-house
Internet and Banners
In day-to-day correspondence and in the Office software suite (Word, PowerPoint,
etc), complementary typefaces are used.
In PowerPoint, Century Gothic Regular is used for both headings and body text.
Optionally, decorative pictures may be placed down the left-hand side.
In Word, Century Gothic Regular is used for headings and Garamond for body
text. These typefaces are normally provided as standard in computers and are preinstalled in SSE’s official Office templates.
A template and a prepared presentation about SSE can be found on the Communications and Marketing Department’s internal website in Swedish and English for
downloading.
BoldRaessim iure dolendit wisi te tie
boldRaessim iure dolendit wisi te tie consect etueros estrud exer sum dolore dignisi et wiscidui tionse
dit nullamet, suscil ea acinisi tie ercidunt loreetue min volor secte consequat. Ut inim quat nosto dolor
aut praestie min vel utat. Ut inibh ea conse magnis nonum iustrud doloreetum eliquipit veliquisl
inismod dolendip et, conulput ulput lore core corperatem nos nim vel utpat in hent wisit nonullaorem
dolore magnisl ing esto dit et nonsendiat praesecte ming ex erostrud dolore exerat, sumsan vel ulla
feuisci liquissed ting exercin vullummy num veliquatue modio enisi.
Sim zzrit lum nonulla oreet, quis etum iril etue mod dunt lore erat iuscinc iliquis am dolorem ilit aut
laoreet, consent etumsandre exer amconsectem in hendipis nonse essequi bla consectetuer am iure vero
doloreetum acillum et, consed dit adio euis enim volorem vulputet, si tat dolore minci tie vel ex et il ea
facing ea aut volutat. Ut dolorerit, core tet, sequatie erostie feugue erciduisim vulpute magna feum nit
laoreet eum ver incin hent venibh ero coreet, quatuer cipiscil in velessit incilis euip esecte do ea conullutpat prat amcortin ulla feuis nos ea faccum del ut alit nit ut praessed dit adionsequis adigna faccummod et augait venit inim atum vulla feu faccum in ullaorem am iriureet loborperit at,
boldRaessim iure dolendit wisi te tie
boldRaessim iure dolendit wisi te tie consect etueros estrud exer sum dolore dignisi et wiscidui tionse
dit nullamet, suscil ea acinisi tie ercidunt loreetue min volor secte consequat. Ut inim quat nosto dolor
aut praestie min vel utat. Ut inibh ea conse magnis nonum iustrud doloreetum eliquipit veliquisl
inismod dolendip et, conulput ulput lore core corperatem nos nim vel utpat in hent wisit nonullaorem
dolore magnisl ing esto dit et nonsendiat praesecte ming ex erostrud dolore exerat, sumsan vel ulla
feuisci liquissed ting exercin vullummy num veliquatue modio enisi.
boldRaessim iure dolendit wisi te tie
Sim zzrit lum nonulla oreet, quis etum iril etue mod dunt lore erat iuscinc iliquis am dolorem ilit aut
laoreet, consent etumsandre exer amconsectem in hendipis nonse essequi bla consectetuer am iure vero
doloreetum acillum et, consed dit adio euis enim volorem vulputet, si tat dolore minci tie vel ex et il ea
facing ea aut volutat. Ut dolorerit, core tet, sequatie erostie feugue erciduisim vulpute magna feum nit
laoreet eum ver incin hent venibh ero coreet, quatuer cipiscil in velessit incilis euip esecte do ea conullutpat prat amcortin ulla feuis nos ea faccum del ut alit nit ut praessed dit adionsequis adigna faccummod et augait venit inim atum vulla feu faccum in ullaorem am iriureet loborperit at,
The Stockholm School of Economics . Sveavägen 65 . Box 6501. SE-113 83 Stockholm . Sweden . Phone +46 8 736 90 00 . www.hhs.se
PowerPoint templates
14
Word template
Ekonomie kandidatprogram
Sista
ansökningsdag
21 april
Ekonomie
kandidatprogram
Sista
ansökningsdag
21 april
The graphical profile for advertising on the Internet should follow
the Stockholm School of Economics home page.
On Banners, the typeface for text beside the logotype should be
Arial and the message text should be written in Georgia.
15
If you have any questions regarding this
Profile & Communications Guide, please contact:
CARINA ASPENBERG
Director of Communications
Tel: +46 8 736 90 14
Mobile: +46 70 396 90 14