University of Chicago Booth School of Business
Since 1898, the University of Chicago Booth School of Business has produced ideas and leaders that shape the world of business. It is consistently ranked at the top of the nation’s leading business schools. In 2000, the then Graduate School of Business looked to more clearly differentiate themselves; convey the essence of the school; and increase visibility and awareness. Crosby Associates created a comprehensive branding program anchored by a new nickname (Chicago GSB) and bold wordmark that combined elegant typography with the university shield. More
In 2008, an unprecedented gift of $300 million by alumnus David Booth changed the school’s name and the course of the visual identity. We redeveloped the program, expanded its reach, and created new guidelines and systems for unifying all of the school’s components, communications, promotions, and gear. The ChicagoBooth wordmark is now prominently displayed on signage at all their locations including downtown Chicago, Hyde Park, London, Hong Kong, and Singapore.