Institute of Psychoanalysis

Established in 1924, the Institute of Psychoanalysis is the home of the British Psychoanalytical Society.

The brand identity pays reference to Sigmund Freud’s Oedipus Complex – a significant theory in the field of psychoanalysis. And, more specifically, the Oedipal Triangle offered us a visual reference to leverage. In turn we seamlessly integrated the iconic triangle within the name of the organisation by using a distinctive typeface. The theme of the triangle influenced other parts of the identity scheme – including grids, illustration and graphics.