CASE STUDY

Ethical Systems Rebrand

CHALLENGE

Update the brand & online presence of Ethical Systems, a nonprofit research project & consultancy out of NYU Stern’s Business Ethics department. The brand must reflect its academic integrity while also being appropriate for its consulting clients—without looking too commercial.

SOLUTION

Build a visual language that references the many interdependent systems that form business incentives & ethical cultures. Interlocking circles in the logo represent the interdependency of all motivations that form the whole, while imagery representing systems in nature helps avoid standard business stock photos, instead representing the philosophical ethos of the brand.