CleanSchool is a Brazilian online teaching platform built to create learning experiences for teenagers and young adults in an accessible and straightforward way. In response to the global health crisis and social distancing protocols, the platform connects students and teachers from different locations through online live classroom sessions that can be attended from a computer, a tablet, and even from a cellphone. The challenge was to incorporate elements from the school environment in an accessible and inclusive brand identity that resonates with the main ethical principles of the company: solidarity, self-reliance, freedom, and equality.

The identity was inspired by mid-century modern graphic design, marked by its ability to distill complex concepts into simple visual forms through geometric shapes and clean lines and also by using sans serif typography to convey a message in a clear, concise manner.

The construction of the symbol started with the circle, one of the most simple geometric shapes, it served as a backdrop for the creation of the logo. The logo symbolizes a book being leafed through and the four pencils symbolize teaching and the connection between teachers and students. Shapes resembling stairs were used throughout the brand identity and marketing to represent the progression towards knowledge.

In order to achieve a simple visual communication, a color palette consisting of bright tones like green, yellow and white were chosen in addition to basic geometric shapes and a sans serif typography, making the brand visible and easy to understand across multiple platforms.