The Hague Centre for Strategic Studies provides global organisations with a variety of research. The European thinktank clarifies complex issues by strategically zooming in on relevant details. Our job was to match their branding to their strategic strength and global reach.

The visual translation of the HCSS identity draws from their strategic approach. Their attention to detail and ability to clear up complex topics became the foundation of their visual style. One of the tools we applied to mimic these methods can be found in the imagery concept. The images are blurred, with only the main subject highlighted within a focused plane, reflecting their clarifying abilities. The ‘zooming-in’ technique is further elaborated on in the graphic style, where the layered squares suggest depth and reach.

To enhance their recognisability we created an easy-to-read and understandable logo that immediately connects their visual identity to their mission. The reference to chess underlines their strategic value for external parties as well as their strategic approach as an organisation. The negative space created by the square presents a clean look as well as a consistent connection to the graphic language.