KUMON
After School Learning Center | Rebranding System
Key Deliverables
Logo
Brand System
Brand Strategy
Signage
Collateral Design
Merchandise Design
Stationery Systems
Kumon is an after-school learning center that helps children succeed in school and throughout life. Children's parents and staff play different roles in this institution; it is equally important to experience a happy journey. The challenge was to rebrand and create a new visual identity.
Problem:
The Kumon word on the current logo has a horizontal shape with capital letters, typeface, and a face icon used as the letter “O;” this is the “thinking face” to which the business refers. The problem is that the logo is too serious, boring, and visually unappealing. It has a standard medium stroke typeface and an icon that does not communicate a thinking face to the target audience. It would be beneficial for the company to have a firmer idea that conveys an exciting experience for their clients.
Solution:
Refreshing the whole brand identity was challenging and engaging. The brand redesign provides an attractive, playful, and memorable image geared towards the target audience. The new icon more appropriately represents a learning center for children. This hand-drawn symbol is fun and communicates a learning environment message. Secondly, the typeface playfully and dynamically conveys the developmental experiences of children. A primary color palette was chosen to demonstrate a learning center environment. These visual element choices make the new logo engaging and harmonious, achieving an inviting message. The finished new logo projects the business’s significance for families, children, and staff.
