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Brand identity program for Airaa, an exciting K12 school
This brand identity design program for Airaa was a comprehensive exercise that covered all touchpoints that children and their parents would experience. The result is an inspiring logo that is built from the elements that make Airaa what it is.
Challenge
Airaa is a revolutionary 17-year old Montessori school with a beautiful campus. Their Montessori method of teaching creates better decision-makers of children who don’t hesitate to express themselves. The new brand identity had to inspire.
Research
We spent a considerable amount of time on campus sitting in on classes, understanding Montessori methodology and talking to teachers and students. We did numerous workshops with parents to get their perspective, along with that of the teachers and management. We further applied our trademark Brand Archetypes Experience framework to arrive at the right brand personality for Airaa.
“Education is a challenging profession to be in; empathy goes a long way in helping children achieve their potential”
The dream that was Airaa was formed in Amitha’s mind many decades ago. Her first endeavour, the much sought after pre-school Prayag, led her and her school to impact many young minds and develop a bond unlike any with parents and learners alike.
Design
The brand identity followed Airaa’s simple principle of helping every child achieve his or her true potential. The three upward facing arrows along with the hidden child symbol together represent this aspiration.
Brand identity
After several explorations, the chosen identity was chosen because of its ability to scale beyond just a design symbol.
“The three upward arrows and the child pointing out the direction show the aspiration of the young in modern India”
Brand pattern
The shapes in the logo have immense potential. They represent the fertile imagination of children. Much like Lego blocks, these shapes are used to craft brand identity extensions for Airaa.
These shapes represent growth (arrows), the child (head), the foundation (pillars) and the turn (L-shape).
Typography
HK Grotesk™ is an Open Source sans serif typeface inspired by the classic grotesques. Geometry, metrics, punctuations, and OpenType features have been updated to support a wide range of projects such as Environmental Signage, text face for books and magazines, Interface, Websites, and Mobile Applications.
Choosing typography for any new brand is a delicate exercise. The font must seamlessly scale to all applications while preferably being a free font.
Shapes illustrations showing facets of life at Airaa and activities
Colour Palette
Stationery
Applications
The brand identity has been scaled to applications across touchpoints in the student lifecycle. A user-centric approach helps define key touchpoints where design can add tangible value.
Signage and wayfinding
Internal way-finding
Airaa Open House
Airaa maintains a healthy relationship with parents. The school often organises events known as ‘open houses’ which help parents understand what their children are learning. Rezonant helped design crucial touchpoints in these events.
Impact
The school successfully transitioned from the old identity without alienating any of the concerned parties; Parents, teachers and students shared love and appreciation for the new identity.
