Born Bright — Branding Design
Building a brand identity that resonates with the ideology of holistic, alternative education for K–12 students.
The need was to create a branding design language that resonates with the ideology of Born Bright — putting it on the e-learning world map and introducing it to a new audience. Considering the brand's focus on overall development rather than conventional learning, it was important to understand the psychology of the target group in detail and propose solutions accordingly.
The existing brand logo and website were makeshift solutions without much thought put into conveying company identity. It was important to create an effective brand image that could communicate what alternative learning encompasses.
Initial research encompassed understanding the stakeholders' needs and their vision for Born Bright through an initial stakeholder survey and quantitative survey to get an idea of the initial requirements.
- Children are more likely to remember image-oriented logos and identify them easily in comparison to text-only logos.
- Having a mascot or friendly character increases the child's connection to the brand.
- Bright colours highly attract a child's attention span in contrast to monochrome logos.
- Children tend to have an emerging ability of cognition triggered by a mix and match of multiple information. A multi-element logo reduces the child's memory load and makes recognition rate higher.
- The key to creating a logo that leaves a lasting impression is to use brighter and bolder colours, more minimal design, and airy elements that do not look crowded.
Colour plays a major role in impacting the decision-making process — it is essentially the determinant of human behaviour. In digital branding, the sense of sight is the main triggered response determinant. Each colour has an emotion attached to it which influences how one reacts to the brand language.
Every typographic element impacts a design on both macro and micro stages. Typography enables a particular context and personality — whether in a TV advertisement, a website, or a product name, it shapes the customer's entire experience with the brand.
- Icon and text can have more abstract presentations. The icon takes primary importance because of its form, and can also be used as icon-only representations depending on the media.
- Text-only logos are very easy to identify and can be highly enhanced using typography and colour elements written in a unique way.
- Most highly used colours in ed-tech logos are blue, green, and shades of red — likely to promote confidence, activity, and growth.
The logo is themed around merging a pencil with the alphabet B. The pencil indicates the fundamentals of learning. The alphabet is in a fluid form to showcase the company's education concept — centred around varied verticals of learning — showing that a person can choose the path they want towards shaping their future.
