Utrecht University School of Economics

The Utrecht University School of Economics (U.S.E.), was looking for a way to distinguish the department from the other faculties within the University. The pre-eminent international nature of U.S.E. needed to be communicated more prominently. While keeping the guidelines of the existing branding of the university in mind, we developed a new visual identity which has a clear and original feel to it.

Taking the tagline ‘the real-world perspective’ as a starting point, we developed a certain style of photography that underlines the fundamental beliefs of the U.S.E.: the field of economics has a vital effect on any other field of study. By adding clear typography and fresh colour use we designed the foundation of a distinguishing identity.


Dog and Pony Amsterdam believes the foundations of design are rooted in strong ideas. Our team stands for craftsmanship, contemporary and distinctive design. We create media-defined solutions that have won awards at national and international level.

We work for clients including The Royal Concertgebouw, NPO3, Achtung, Lebowski Publishers and Grove Atlantic.
If you'd like to find out more about what we do, we'd be happy to invite you for a chat.