CLIENT
ISCSP
SCOPE
Brand strategy
Brand purpose
Brand positioning
Brand values
Brand story
Brand identity
Brand guidelines
Brand ID system
Motion design
Digital design
Website design
Signage design
Business tools
Only the best
requires your best.
The Instituto Superior de Ciências Sociais e Políticas (ISCSP) is a Portuguese public university, an organic unit of the University of Lisbon (ULisboa).

ISCSP aims to provide human, cultural, scientific and technical training, carry out fundamental and applied research, provide services to the community and promote exchanges amidst the scope of Social and Political Sciences.
BRAND PURPOSE
ISCSP’s demanding culture, aims to serve the country and society as a whole through knowledge; a moral and intellectually valuable academic proficiency that values merit above all else.
CHALLENGE
To develop a new identity and verbal language for the brand, aiming to increase its notoriety, relevance and consideration, positioning the institution as a national reference in the scope of Social and Political Sciences.

To create a communication concept capable of enhancing ISCSP's value proposition and consolidating its position in the national market, turning the university into a first choice through the enhancement of its competitive factors.
SOLUTION
What makes ISCSP special is the human quality and tremendous focus on the qualitative teaching experience, two traits that position ISCSP as a classic in competence. This positioning occurs naturally when a brand reinforces its most differentiating attributes: quality, intention and credibility. At ISCPS there is real, in-depth and demanding teaching, critical thinking and vision for the future, balanced by a respect and appreciation for more classical values.

In order to become the first choice, the brand embraces its greatest strengths: demand and excellence. Two axes that unite the initials of the new brand, interconnecting and creating a greater dynamic, which unites new values with the already existing legacy, projecting the brand into the future. A brand open to the world, culture, society and capable of adapting to the times.

These strategic principles guided the development of the visual proposal, the chromatic organization of the educational offer and the creation of a new tagline and tone of voice.

The brand's communication is thus an expression of its values and its very unique culture, where students can develop to their fullest potential, because the world, society and the market itself demand the best. And only the best of each individual can make a difference with impact and relevance.

The “Demand your best” tagline reflects what ISCSP is today and its historic legacy of bringing out the best in every student. It is the systematisation of a culture of excellence and conviction in the extraordinary teaching quality and, simultaneously, a challenge for students to set themselves the highest possible standards.
Demand your best.
Primary Colour
Legacy Blue
The presence of
a historic legacy
Open Pastel
Adds cantor
and innovation
Typography
Signifier Demanding in its timelessness. Chosen for its classic and timeless characteristics. It refers to the identity and is essentially intended for titles.

Gellix Demanding in its versatility. Due to its elasticity and modern lines, it provides reading lightness and ease It is intended for plain text and works as a supporting font.
The brand Identity as a graphic element combined with the brand's corporate colors represents the necessary timelessness of ISCSP's historic legacy.
Where
excellence
meets high
standards
Look & Feel
The elements that support the typography of the symbol represent excellence and high standards taking on a central role in the brand’s new visual expression.

Their application in different sizes and proportions originates a graphic mesh that creates different compositions applying flexibility, movement and elasticity to the brand’s communication whilst simultaneously giving each piece of stationary a distinctive visual expression.
Chromatic segmentation of learning
Stemming from the brand’s corporate Colors, secondary colours are created in order to simplify the complex learning architecture in which each area has its own color palette differing from the others through the proportion in which it is applied.
Enthusiastic
Red
Enthusiastic and
energic
Bright
Orange
The expectation
of a bright future
Optimistic
Yellow
Brings enlightenment
and clairvoyance
Light Concrete
The solidity
of knowledge
Open Green
Opening
and transparency
Scientific Green
Rigor
and impartiality
Curious Blue
Curiosity
and open mind
Deep Blue
Coverage
and depth
In a world where standards and excellence are at the root of everything, we respond to the challenge of repositioning ISCSP at our best. The now revitalised brand represents a harmonious fusion between tradition and novelty, reflecting the brand’s mission to educate people capable of facing the demands of the future. A strategy clearly imprinted in the new identity, from tagline to the careful choice of of typography and colour. The new brand identity not only reinforces ISCSP’s acclaim and relevance, but also invites students to strive to go beyond what they think is possible, aligning them with the culture of demand and trust in the educational quality provided. A true celebration of tradition, adapted to the success and challenges of present and future.



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