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Name, logo and design

The short name “Aarhus BSS” and the Aarhus BSS logo must be used on all platforms, channels, media, products and publications that represent the school, its departments, centres and all administrative units that relate to Aarhus BSS.

Profiling strategy for Aarhus BSS

The overall elements of the profiling strategy are:

  • Name and logo on all platforms, channels and in all media and products that represent Aarhus BSS, including administrative units related to Aarhus BSS.
  • Ownership of own website ensures that Aarhus BSS’ is able to promote the organisation and manage its own digital activities and services and thereby foster a clear correlation between the organisation and its core activities.
  • In time, Aarhus BSS will also become more visible on the overall AU websites, where it will be referred to as Aarhus University’s business school. In this way, Aarhus BSS will continue to draw on AU’s reputation.

Profiling strategy for Aarhus BSS (PDF)

Using the Aarhus BSS logo

Aarhus BSS logo must be used on all material from Aarhus BSS, including departments and centres.

The logo consists of a logomark with the text "Aarhus BSS” and a logotype "School of Business and Social Sciences, Aarhus University".

Clear connection with Aarhus University

The logomark incorporates part of the original AU seal. This indicates that Aarhus BSS is inextricably linked with Aarhus University, but is also an innovative business school with its own profile and its own brand.

Department and centre letterheads

The logomark may be combined with a logotype for the individual departments or centres. In this way,  the logo clearly indicates that the department or centre is the sender combined with the Aarhus BSS text in the logomark.

Selected basic research centres, such as CON AMORE and CREATES, have been given permission to use their own independent logo in combination with the Aarhus BSS logo. This has been decided by the school management team, who in future may also allow other units to use independent sub logos. In all other cases, the Aarhus BSS logo must be used.

Read about our visual identity and download the Design Guide

Aarhus BSS’ visual identity comprises a number of basic elements, such as a logo, colour palette, typography, imagery, illustrations and graphical style. The visual identity is an important element in creating a high-quality and coherent image and should contribute to a fast decoding of the sender.

Aarhus BSS’ visual identity is based on AU’s design with regard to colours, typography, style, etc. At the same time, it offers the possibility of a distinctive appearance for Aarhus BSS with a number of specific graphical elements, colours, logo, etc.

The design guide describes how the various elements should be used in the visual identity - e.g. the use of fonts, logo and colour combinations.


The purpose of the design guide is to ensure consistency in the way Aarhus BSS’ graphical elements are used in all products in order to achieve the most professional result.

Download Aarhus BSS’ design guide

How to use the official short name Aarhus BSS

Aarhus BSS is the official short name to designate the school, and it should be used to the widest extent possible both internally and externally.

Why Aarhus BSS?

The name Aarhus BSS has been chosen on the basis that the school needs a short and recognisable name, which represents the school’s geographical location and is easier to remember, adopt and use than the long name “School of Business and Social Sciences”.

The school’s official full name is still Aarhus University, School of Business and Social Sciences. This will therefore be used in some contexts, but as a rule, the name Aarhus BSS is used.

Examples of how the name Aarhus BSS should be used
Here are a few examples of how you may use Aarhus BSS in various contexts:


  • Professor/associate professor of business law/economics, etc. at Aarhus BSS
  • Degree programmes in business administration at Aarhus BSS
  • The Department of Psychology and Behavioural Sciences at Aarhus BSS / [Department of] Political Science at Aarhus BSS
  • Aarhus BSS in Herning
  • Administrative units: Aarhus BSS Communication, Aarhus BSS HR & PhD, Aarhus BSS Studies Administration etc.
  • Do a Graduate Diploma in Business Administration (HD) at Aarhus BSS, Aarhus University


For all external communication material, e.g. press releases issued by the school, Aarhus BSS must be mentioned in either the subheading or the first lines of the body text.

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