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Established in 1924, the Institute of Psychoanalysis is the home of the British Psychoanalytical Society.
We were appointed to create a new brand identity and communications, including a website.
As a result of our research in to the subject matter, we developed a concept that pays reference to Sigmund Freud’s Oedipus Complex. Arguably the most significant theory in the field of psychoanalysis, the Oedipus Complex and, more specifically, the Oedipal Triangle offered us a visual reference to leverage.
The result was that 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.