Reading Horizons » Rebranding
Reference materials: Brand Messaging Guide | Website Wireframe
Color
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Current RH Palette
Colors are fairly bright and primary, though not entirely. Overall impression is fun, cheerful, kid-centric.
“Green is for growth, and the sky’s the limit.”
Secondary palette in mid-range and lighter tints feels a little pastel/easter-egg.
Question: Does the palette feel like it’s addressing a serious problem?
Typography
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Current RH Typeface
Clean, readable and versatile face. Feels fun, friendly, and kid-focused. However, it isn’t distinctive in the marketplace.
Question: Does the type feel like it’s addressing a serious problem?
Lucid recommendations…
(aka draft creative direction)
A sense that this is serious science
As with differentiation in positioning, we should stand out in the crowd visually. However, in this case, it isn’t about trying to be louder or bolder than the competition. That “loud” aesthetic feels almost standard as we look through examples in the marketplace.
We recommend doing the opposite: showing confidence through restraint. We believe that an understated, sophisticated, and serious “umbrella” look-and-feel and deliberately light-handed application of it, will provide RH with a sense of gravitas that the other (mostly) lack.
We are solving a serious problem using a scientifically-built methodology, and we are hyper-focused on it because it matters to us — and it matters to the world. We have a multi-decade track record of statistical success on our side — we simply need to convey that message clearly.
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remembering the Kids and the teachers
Our mission is indeed serious stuff. However, our core product is made for young learners. We can’t forget that their experience needs to be fun and playful. And, the kids only learn with the energetic and willing support of the teachers. For both of these audiences, their connection to the product and brand matters equally.
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Our proposed visual branding approach
We are considering a 3-layer visual branding solution with “windows” and “threads.”
Windows and threads:
We envision that the umbrella branding or top layer will show the teacher and student experiences in ways that feel like “windows” into those worlds, without trying to weave the look and feel of the lower layers all together all on a single surface. However, we see visual “threads” tying the layers together so that there is a familial connection between them.
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Layer 1
(This is the corporate or umbrella branding, and the top priority for the brand relaunch.)
Target audience: Decision makers / buyers
Mood: Serious and scientific without being cold or dull, and with appropriately placed windows to Layer 2, and glimpses of Layer 3.
Color: Understated and sophisticated, with threads tying into Layer 2 & 3. Logo color(s) should match Layer 1 brand colors. (A secondary and/or tertiary palette would also exist for use in graphs, charts, etc.)
Type: Introduction of a serif and possibly updating to a more distinctive, modern, or slightly more technical-feeling sans serif as the primary, corporate ID typefaces.
Illustration: Possible introduction of an illustration style aimed at the Layer 1 target audience. This may manifest as textures, patterns, or other background graphics or animations, vs. spot illustration, and may imply a sense of scientific rigor. This is optional, or can be phased in at a later date. Windows through to Layer 2 and/or 3 illustration will be used sparingly.
layer 2
Target audience: Teachers
Mood: Highly functional, but open, simple and inviting. Ease of use a key driving principal. Appropriately placed windows to Layer 3.
Color: Slightly brighter and a hint more energetic, while still clean and uncomplicated.
Type: Using one or both Layer 1 typefaces, but threading in one or more Layer 3 typefaces in appropriate ways.
Illustration: Possible use of a subset of Layer 1 illustrative elements, or possible unique illustration approach focused on a “how to” feel that seems very approachable and implies turn-key implementation. Windows to Layer 3 illustration will be used where logical.
layer 3
Target audience: K–3 students
Mood: Fun, friendly, playful, uplifting, kid-centric
Color: Brighter, primary and more energetic still. But, threaded to the palette in above layers.
Type: Using 2 or 3 kid-focused typefaces in the product, but also one of the Layer 1 typefaces in appropriate ways.
Illustration: Kid-friendly, character-based, full color illustrations as appropriate for audience and products.
Note that we understand that the 4+ product and any other products will require adjustments to the Layer 3 look-and-feel. These will become 3B, 3C, etc. Layer 3 is the last phase of a full rebranding, and can be addressed further down the road.
Discussion: Feedback, excitement, concerns, fears?
Up next…
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Mood boarding:
Logo pencil sketches
Color palette exploration
Typography suggestions
Illustration/pattern/texture ideas