The London School of Economics and Political Science (LSE) uses a square-format logo featuring the letters “LSE” in white on a red background, with the full institutional name set alongside in black or white text. The red square is the most recognisable part of the LSE brand and appears on all external communications, with official LSE social media accounts required to use it as their profile icon.[1]
Design and History
LSE’s current brand identity was developed by the school’s own design team, which produces LSE brand identities and logos as part of its in-house Design Unit.[2] The red square with white lettering has been described as the “iconic red square” of LSE’s logo.[3]
Before the current square mark, LSE adopted a coat of arms in 1922, designed by Arnold Plant, who was President of the student body at the time. The arms, motto “rerum cognoscere causas” and beaver mascot were adopted under Director William Beveridge and School Secretary Jessy Mair.[4] The historic coat of arms continues to be used on official documentation including degree certificates and transcripts.[5]
In 2019, LSE commissioned the design agency Consider to develop a unified visual identity for student communications. The resulting identity took protest placards as a visual starting point, alongside the red square of LSE’s logo, to reflect the politically engaged character of LSE students.[3]
Meaning and Symbolism
The beaver, which appears on LSE’s coat of arms, was selected as the school’s mascot for its associations with “foresight, constructiveness and industrious behaviour”.[6] The motto “rerum cognoscere causas”, meaning “to know the causes of things”, was suggested by Professor Edwin Cannan from Virgil’s Georgics and adopted in February 1922.[7]
Typography and Design
LSE’s brand guidelines specify that the square element of the logo can be used either as white lettering on red, with the Pantone reference PMS 485, or as white lettering on black. The full institutional name, “The London School of Economics and Political Science”, appears in black or white text with a red or black square at the end of the full text.[8]
For social media platforms that use a circular profile icon, such as Facebook, Instagram and Twitter, the LSE square logo should appear as a red square within a white circle. On platforms that use a square profile icon, such as LinkedIn, the square logo does not need the white border.[1]
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