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Shanghai American School Entrance

Shanghai American School

Balancing History with Innovation

You don’t get to be the oldest and largest international school in China without a few stories along the way. Over the course of its 100+ year history, the Shanghai American School has withstood revolutions, moved campuses (including a brief stint holding classes in an internment camp shed), born and lost and rediscovered its legends and survived to become the academic and athletic powerhouse that it is today. How might a new visual identity capture such extraordinary history while charting a course for the future?

Industry

Education

Services

SAS Photography 2

FOSTERING CULTURE THROUGH SHARED IDENTITY

SAS is defined by its dualities—here, East meets West, strong athletics complement rigorous academics, history shapes future. The brand cannot be defined by any one dominant feature, but rather by its rich dichotomies. The new identity speaks to legacy, rigor, resilience and courage, giving the school a cohesive visual language that allows each division, department and team to distinguish itself while retaining a unified thread.

SAS Logo long Loop v1
SAS Athletic Logo Loop v1

PRIMARY LOGOS AND LOCKUPS

SAS Logo List Short v2

CUSTOM FONT FOR IDENTITY

SAS Custom Letters v1

ALPHABET CONSTRUCTION AND SPACING

SAS Custom Letter Construction v1
SAS Custom Letter Heights v1

NUMBERS AND WAYFINDING SYMBOLS

SAS Custom Numbers v1

CUSTOM ILLUSTRATION STYLE

SAS Illustration Loop
SAS Illustration Loop v2

The system embodies the full spectrum of the SAS voice—sophisticated and inviting on one end, unapologetically proud on the other, imbued with meaning throughout. The parallel lines of the custom display font represent the school’s two campuses, separated by the Huangpu River. The flexible graphic logo celebrates everyday acts of brilliance, bringing diversity and vitality into a consistent, unifying frame.

IMMERSIVE, EXPERIENTIAL BRANDING

Our design directive was to help cultivate pride among the SAS community. With so much of the school’s physical history lost during WWII and the Cultural Revolution, this project was an opportunity to excavate and elevate forgotten legends, while honoring the students and stories that will become the legends of tomorrow. From merch to gear to event graphics and environmental signage, we branded every touchpoint to connect students to the school and each other. Through continuous feedback and iteration, we developed a holistic identity that is as much a reflection of the school’s culture as it is of true creative collaboration.

SAS Custom Lane Numbers
SAS Graphic | Custom Scoreboard
SAS Custom Swim Cap
Shanghai American School Pool Cap
SAS Custom Pool Numbers
SAS Soccer Uniforms Pu Dong
SAS20
SAS21
SAS Photography 3
SAS Photography | Custom Uniforms Pu Xi
SAS14 v2
SAS Graphic | Photography
SAS Custom Waterbottle and Logo
SAS23
SAS Photography | Custom Bags
SAS Custom Uniform Logos
SAS Vehicle Design | Photography
SAS Photography 4
SAS Athletic Flags | Photography
SAS24
SAS Custom Athletic Bags
SAS Custom Typeface Logo | Photography