Transcript Profile & Communications Guide - Home

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.
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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.
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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.
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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.
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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.
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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.
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Never set the logo on a background other than the
official one.
Never crop the logotype.
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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
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Sub-headings:
Futura Medium
Futura medium
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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
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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?
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Ekonomie kandid
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Ekonomie kandidatprogram
detaljhandel, No
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Handelshögskola
specialisering detaljhandel, Norrtälje
Ekonomie kandidatprogr
n i Stockholm
kholm Handelshögskolan i Stockholm
Handelshögskolan i Stoc
Nordens
bästa ekonomiutbildning finns
i Stockholm
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kunskapscentrum
med fokus på
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Ekonom
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specialis
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taljhande
Handels
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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
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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.
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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
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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.
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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