The brand and visual system are crafted to balance elegance with simplicity. We have carefully designed all aspects to fit together seamlessly with the existing logo, making sure the brand is both memorable and easy to recognize. By integrating all elements into a cohesive system, we effectively communicate the brand’s core values and personality. From marketing materials to digital interfaces, every touchpoint reflects a unified and distinctive identity.
*Built around an existing logo
ROLE
Brand Strategy
Brand Identity*
Visual Design System
Brand Guidelines
COLLABORATORS
Kate Geraghty, Senior VP Communication
Marisa Bluestone, Communications Director
Todd Elder, Director of Creative Services
Heather Pytel Davis, Design
Brand Strategy
Brand Identity*
Visual Design System
Brand Guidelines
COLLABORATORS
Kate Geraghty, Senior VP Communication
Marisa Bluestone, Communications Director
Todd Elder, Director of Creative Services
Heather Pytel Davis, Design
The logo's primary color red, which can be dominant on its own, made it essential to find a complementary color that could be used extensively. Aqua emerged as an obvious choice, pairing beautifully and allowing for a range of tints and shades to enhance the main palette. The overall visual identity relies on high-contrast text and backgrounds, complemented by subtle touches of soft pastel colors and subtle gradients to soften the overall aesthetic.
Given the diverse range of disciplines, we wanted a typeface that feels human, with a playful yet sleek aesthetic, conveying a sense of seriousness.
The brand's identity is applied across various materials and channels, ensuring a cohesive experience. From social media and websites to brochures, every touchpoint reflects Macmillan Learning's visual identity, tone, and voice. This unified approach enhances recognition and builds trust, as customers encounter consistent messaging and style.
