USP Law 200 yrs

The USP Faculty of Law is Brazil’s oldest academic institution and has served as the home of the country's democracry for two centuries. To celebrate its bicentennial, the institution required a specialized visual kit (logo, icons, key visuals, swag, OOH, and social media graphics) that could honor its 200-year legacy.

Client

Universidade de São Paulo

Honoring the past, embracing the present.

As the bicentennial approached, it became clear that the institution’s visual presence needed to reflect the scale of such an achievement. The challenge was to create a new brand kit that didn't feel stuck in the past, but used it as a resource to showcase new students the weight of its legacy.

A brand voice that puts history first.

Graphics, illustrations and icons highlight the Faculty’s architectural heritage, archival photography, and its lineage of influential alumni. This system was designed to be modular, allowing the school's legacy to be translated across everything from large-scale OOH, to social media, and print.

A long-term commitment to democracy.

Flexibility was essential to ensure consistency. Logos and illustrations should be contained in a box, but have multiple versions to be fit accross all formats. The result of the new brand kit is a cohesive identity that reminds the public that while the building is 200 years old, the Faculty’s commitment to democracy remains as modern as it could be.