01| Branding and Identity: Centre for Language Learning

01 Branding and Identity:

Centre for Language Learning

Brief summary:

This project required the development of an identity for the University of Pretoria's new Centre for Language Learning consisting of a logo, corporate identity and branded collateral. The visual language needed to be fresh and culturally sensitive in order to appeal to, the target market, international students. In particular, international students from countries in which English is not an official language.

Project deliverables:

1. Visual identity guidelines

1.1 Brand personality

1.2 Brand tone and vision

2. Visual assets

2.1 Logo
2.2 Logo system: logo variations, clear space
2.3 Typography
2.4 Colour palette

2.5 Graphics, imagery, iconography
2.6 Grid or layout structure

3. Design applications

3.1 Business Card

3.2 Email Signatures for both web and mobile

3.3 Sweater

3.4 Bag

3.5 Stickers

3.6 Instagram post

3.7 Spatial Branding: signage, way finding spatial brand application

3.8 Poster

Design Strategy:

When students first arrive at the University of Pretoria, they are required to do an English proficiency test so that their level of English can be assessed. Students are often from countries such as Angola, Brazil, China and the DRC. English is most likely fairly new to these students. Whether their English is at a beginner or advanced level, it is possible that these students find difficultly in learning, understanding and then applying English in an academic context.

The visual language is inspired by the feelings of aggravation that arise during a tricky and tedious learning process. The torn papers represent trial and error. The strong logo however, communicates that mistakes build resilience. The variety of colours and patterns characterise the curiosity students may feel as they become aware of their different cultures.

Visual identity:

Moodboard

Colour me confused:

Learning is a journey, with many obstacles along the way. The names of the colours represent the frustration right before one hits a breakthrough. Nonetheless the colours mimic the exciting and vibrant University of Pretoria campus. They invite non-English speaking students to join a part of the South African rainbow nation and immerse themsleves in an English-speaking environment.

Type of shit:

The Centre for Language Learning has a primary and secondary set of typography to use with the brand style. These fonts can be found on Google Fonts for free commercial use. The stark, geometric lines and angular shapes of Karla communicate the brand’s modernity. Although Inconsalata was originally designed for code listings, the clarity and clean lines provide great onscreen communication.

The Centre for Language Learning logo:

The University of Pretoria has recently launched the Centre for Language Learning. This logo is simple, clean and easily recognisable in order to appeal to international students from non-English speaking countries.