This one was the hardest step. A number of elements were linking the team to the old logo and a few other strategy elements. It was hard to explain the need for change and the positive potential impact.
The creative brief was centered on two ideas – the joy of learning + performance in learning. The new visual identity had to be simple, clean, human and focused on the two ideas above.
We started from the old logo and the symbols behind it. We wanted to simplify everything, focusing on the meanings illustrated in the logo and the other elements. We made a simple logo, easily memorable, different, that can easily become a vessel for the whole symbolistic of the brand. More than that, the graphic motif of the lines, which we have re-used in many visual identity elements (email signature, business cards, layouts for website images, documents layout), has the role to amplify these symbols.
EXEC-EDU exists today in two parts – programs for the professional area and for well-being and personal development area. To simplify even better the interaction of the customer with the tow categories, we allocated for each of them a different color. And, EXEC-EDU Management Academy received a special visual identity, declined from that of the brand.