Shanghai American School
Balancing History with Innovation
You don’t get to be the oldest and largest international school in China without a few stories along the way. Over the course of its 100+ year history, the Shanghai American School has withstood revolutions, moved campuses (including a brief stint holding classes in an internment camp shed), born and lost and rediscovered its legends and survived to become the academic and athletic powerhouse that it is today. How might a new visual identity capture such extraordinary history while charting a course for the future?
![Shanghai American School eagle statue](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3416/SAS2_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3416/SAS2_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![](https://i.vimeocdn.com/video/737433006_1280.jpg)
FOSTERING CULTURE THROUGH SHARED IDENTITY
SAS is defined by its dualities — here, East meets West, strong athletics complement rigorous academics, history shapes future. The brand cannot be defined by any one dominant feature, but rather by its rich dichotomies. The new identity speaks to legacy, rigor, resilience and courage, giving the school a cohesive visual language that allows each division, department and team to distinguish itself while retaining a unified thread.
![Shanghai American School logo variations animation](https://www.firebellydesign.com/uploads/work/shanghai-american-school/SAS_Logo-longLoop-v1.gif)
![Shanghai American School athletic logo animations](https://www.firebellydesign.com/uploads/work/shanghai-american-school/SAS_AthleticLogo-Loop-v1.gif)
PRIMARY LOGOS AND LOCKUPS
![Shanghai American School Primary logo variations](https://firebelly.cachefly.net/imager/work/shanghai-american-school/62854/SAS_LogoListShort-v2_ed3c16965e827dd0a241775a2f444a82.png 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/62854/SAS_LogoListShort-v2_ee454403221da81e614f074db209e986.png 750w)
CUSTOM FONT FOR IDENTITY
![Custom font designed for Shanghai American School](https://firebelly.cachefly.net/imager/work/shanghai-american-school/63269/SAS_CustomLetters-v1_ed3c16965e827dd0a241775a2f444a82.png 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/63269/SAS_CustomLetters-v1_ee454403221da81e614f074db209e986.png 750w)
ALPHABET CONSTRUCTION AND SPACING
![Detail of custom font designed for Shanghai American School](https://firebelly.cachefly.net/imager/work/shanghai-american-school/63267/SAS_CustomLetterConstruction-v1_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/63267/SAS_CustomLetterConstruction-v1_ee454403221da81e614f074db209e986.png 750w)
![Detail of custom font designed for Shanghai American School](https://firebelly.cachefly.net/imager/work/shanghai-american-school/63268/SAS_CustomLetterHeights-v1_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/63268/SAS_CustomLetterHeights-v1_ee454403221da81e614f074db209e986.png 750w)
NUMBERS AND WAYFINDING SYMBOLS
![Custom font numerals and wayfinding symbols designed for Shanghai American School](https://firebelly.cachefly.net/imager/work/shanghai-american-school/63270/SAS_CustomNumbers-v1_ed3c16965e827dd0a241775a2f444a82.png 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/63270/SAS_CustomNumbers-v1_ee454403221da81e614f074db209e986.png 750w)
CUSTOM ILLUSTRATION STYLE
![Custom illustrations and illustration style design for Shanghai American School](https://www.firebellydesign.com/uploads/work/shanghai-american-school/SAS_Illustration-Loop.gif)
![Custom illustrations and illustration style design for Shanghai American School](https://firebelly.cachefly.net/imager/work/shanghai-american-school/87751/SAS_Illustration-Loop-v2_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/87751/SAS_Illustration-Loop-v2_ee454403221da81e614f074db209e986.png 750w)
The system embodies the full spectrum of the SAS voice — sophisticated and inviting on one end, unapologetically proud on the other, imbued with meaning throughout. The parallel lines of the custom display font represent the school’s two campuses, separated by the Huangpu River. The flexible graphic logo celebrates everyday acts of brilliance, bringing diversity and vitality into a consistent, unifying frame.
IMMERSIVE, EXPERIENTIAL BRANDING
Our design directive was to help cultivate pride among the SAS community. With so much of the school’s physical history lost during WWII and the Cultural Revolution, this project was an opportunity to excavate and elevate forgotten legends, while honoring the students and stories that will become the legends of tomorrow. From merch to gear to event graphics and environmental signage, we branded every touchpoint to connect students to the school and each other. Through continuous feedback and iteration, we developed a holistic identity that is as much a reflection of the school’s culture as it is of true creative collaboration.
![Custom designed numerals on a running track](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3417/SAS3_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3417/SAS3_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Custom designed font for Shanghai American School on a scoreboard](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3418/SAS4_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3418/SAS4_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Custom designed font for Shanghai American School on a swim cap worn by a child that is swimming](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3419/SAS5_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3419/SAS5_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![SAS swimcap](https://firebelly.cachefly.net/imager/work/shanghai-american-school/128264/SAS-swimcap_e0a246b1bf6b93fc5e645de89e313158.jpeg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/128264/SAS-swimcap_ee454403221da81e614f074db209e986.jpeg 750w)
![Shanghai American School Pool Cap](https://firebelly.cachefly.net/imager/work/shanghai-american-school/65090/SAS22_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/65090/SAS22_ee454403221da81e614f074db209e986.jpg 750w)
![Custom designed font for Shanghai American School on a pool lane marker](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3420/SAS6_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3420/SAS6_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School uniforms](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3421/SAS7_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3421/SAS7_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School wayfinding and signage](https://firebelly.cachefly.net/imager/work/shanghai-american-school/65088/SAS20_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/65088/SAS20_ee454403221da81e614f074db209e986.jpg 750w)
![Shanghai American School wayfinding and signage](https://firebelly.cachefly.net/imager/work/shanghai-american-school/65089/SAS21_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/65089/SAS21_ee454403221da81e614f074db209e986.jpg 750w)
![A stadium light with large graphic circles overlaid on the image](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3422/SAS8_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3422/SAS8_ee454403221da81e614f074db209e986.jpg 750w)
![A gym bench and school uniform](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3423/SAS9_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3423/SAS9_ee454403221da81e614f074db209e986.jpg 750w)
![Shanghai American School hoodie with eagle logo printed on the front](https://firebelly.cachefly.net/imager/work/shanghai-american-school/64118/SAS14-v2_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/64118/SAS14-v2_ee454403221da81e614f074db209e986.jpg 750w)
![Pool lane marker with custom numeral 1 printed on the side](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3425/SAS11_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3425/SAS11_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Three black waterbottles with red eagle logo printed on the front](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3426/SAS12_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3426/SAS12_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School red luggage tag with printed logo in yellow](https://firebelly.cachefly.net/imager/work/shanghai-american-school/65386/SAS23_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/65386/SAS23_ee454403221da81e614f074db209e986.jpg 750w)
![Shanghai American School dancers and shopping bag with logo printed on the front](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3427/SAS13_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3427/SAS13_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School custom school uniforms](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3428/SAS14_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3428/SAS14_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School bus wrap design and sports trophy closeup photograph](https://firebelly.cachefly.net/imager/work/shanghai-american-school/3429/SAS15_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/3429/SAS15_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Shanghai American School detail of a wooden basketball court](https://firebelly.cachefly.net/imager/work/shanghai-american-school/4674/SAS16_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/4674/SAS16_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Pennants with Shanghai American School logo and students playing soccer](https://firebelly.cachefly.net/imager/work/shanghai-american-school/4675/SAS17_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/4675/SAS17_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Stuffed eagle mascot toy with Shanghai American School logo printed on it's tshirt](https://firebelly.cachefly.net/imager/work/shanghai-american-school/65436/SAS24_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/65436/SAS24_ee454403221da81e614f074db209e986.jpg 750w)
![Series of blue and red duffel bags with Shanghai American School logos printed on them](https://firebelly.cachefly.net/imager/work/shanghai-american-school/4676/SAS18_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/4676/SAS18_ee454403221da81e614f074db209e986.jpg 750w)
![Shanghai American School logo overlaid on a photograph of a blue dugout and a pair of sneakers](https://firebelly.cachefly.net/imager/work/shanghai-american-school/4677/SAS19_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/shanghai-american-school/4677/SAS19_cb26d228843f059b762fc3acba498b4b.jpg 750w)