Looking Glass Education
Brand Identity
Project TypeDuration6 Weeks
DeliverablesBrand Guidelines
Introduction
Looking Glass is a financial education platform offering jargon-free content to explain the nature of money to everyday people. Their multimedia offerings take students on a deep dive through financial history through to Bitcoin. The company needed a brand identity overhaul that spoke to the clear, concise and simple quality of their content.
The Vision
To empower global wage earners with free, high-quality educational content that helps them change their financial situation, tap into new opportunities, and leave a financial legacy for the people around them.
Process
TOOLS
1. CONCEPT
After digging into the businesses fundamentals during the discovery workshop, we realised that the brand needed to feel corporate, minimal, authoritative yet dynamic and young.
Once I synthesised this information I created the core concept deck, and iterated before landing on two possible visual directions to pursue.
The concept we settled on was ‘refractions coming into focus’ which speaks to themes like transparency and clarification; core tenants of the brand and business mission.
We started with revamping the logo to ensure its uniqueness and alignment with the brand identity as thorough research revealed it had similarities to an existing trademark.
Brand Guidelines
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Brand Guidelines ✴
The typeface chosen for the brand and the logo word mark spoke to the core themes of clarity and transparency; as did the graphic system that was developed around the logo.
Pictographic Style
With clarity as the guiding star, we developed a bold illustrative/iconographic style to easily communicates concepts, which an education platform needs to cater to difference learning styles.
The illustrative style uses elements of the
graphic branding to keep the aesthetic uniform.
layout and spacing guidelines to help designers
achieve a clean/professional look on assets.
Creative image treatments also take inspiration
from the brands core concept of clarity and focus.
