1. The Beginning – When an Organization Is Born from the Concerns of Young People
YEO Vietnam was founded from a sincere and fundamental question:

“How can Vietnam’s young generation not only study to know, but study to understand themselves, to become capable of real work, and to build a sustainable future?”
For many years, education and career orientation in Vietnam have continued to face significant gaps. High school students struggle at the crossroads of choosing their future paths. University students lack opportunities for real-world exposure. Young people possess immense potential, yet often do not have sufficient conditions, environments, or mentors to help them fully develop.

YEO Vietnam was not established to become an organization that merely talks about education, but to take concrete action for education—starting from the real and pressing needs of Vietnam’s young generation.

The Operational Journey – Education Rooted in Real-World Action
From its founding vision to tangible impact on the ground, YEO Vietnam has remained steadfast in transforming its mission—helping young people understand themselves and choose the right career paths—into vivid, practical, and meaningful experiences.

Career Experience Summer Camp – “Career Starter”
One of YEO Vietnam’s most prominent initiatives is the Career Experience Summer Camp designed for high school students.
This is far more than a recreational summer program—it serves as a roadmap for future exploration, enabling participants to:
Gain deeper self-awareness through hands-on activities
Explore various career fields through practical, real-world knowledge
Learn from insightful sharing by experienced professionals
Strategically plan their next steps after high school
The summer camp has become a highly impactful career-orientation experience, helping many students gain a clearer vision of the paths they wish to pursue before entering university or the professional workforce.

Vietnam High School Business Case Competition (VHBC)
YEO Vietnam is a co-founder and co-organizer of the Vietnam High School Business Case Competition (VHBC)—the first business case competition in Vietnam specifically designed for high school students. The competition is jointly organized with The Trainee Club and the Student Consulting Group, in collaboration with international schools and global companies.
VHBC is not merely an academic competition; it is:
A platform for solving real business challenges based on cases from actual enterprises
A training ground for critical thinking, teamwork, and presentation skills
An opportunity for students to connect with industry experts, mentors, and like-minded peers
The competition has witnessed intense participation from strong teams and has delivered invaluable career-related experiences for students.

Workshops & Talkshows – Connecting Inspiration with Skills
Alongside its flagship programs, YEO Vietnam organizes a wide range of in-depth workshops and talkshows, where students and young people can:
Engage directly with experts, entrepreneurs, and recruiters
Hear authentic, multi-industry career stories
Build essential soft skills for the 21st century
These sessions are designed to provide practical perspectives, inspire ambition, and offer clear career guidance—helping young people better visualize the concrete steps ahead in their professional journeys.

Online Programs & Parental Engagement
Recognizing that a young person’s development is deeply influenced by family support, YEO Vietnam has expanded into online activities, webinars, and parent-focused content series.
These initiatives aim to help parents:
Better understand the modern labor market landscape
Recognize opportunities and challenges within different career choices
Act as effective companions rather than mere decision-makers
Such dialogues help bridge generational gaps and foster stronger alignment between young people and their families in shaping future directions.

Closing Reflections on the Journey
Through each initiative—from career summer camps and practical competitions to workshops, talkshows, and online parental support—YEO Vietnam does more than speak about change; it actively creates meaningful, hands-on experiences for young people.
Every program reflects YEO’s core spirit:
delivering experiences – sharing knowledge – opening pathways for practice – and connecting opportunities for Vietnam’s young generation.

Transformation – Rebranding to Truly Reflect the Mission and the Future
After many years of hands-on educational initiatives for students and young people, YEO Vietnam is entering a new phase of development—one in which the organization not only expands in scale, but also redefines its role in the long-term journey of Vietnam’s young generation.
This rebranding effort is not driven by a desire to simply “refresh the image,” but by a more strategic and fundamental question:
How can YEO Vietnam’s brand identity truly reflect its essence, mission, and future direction in a changing context?

When the Mission Needs Clearer Expression
Since its establishment, YEO Vietnam has consistently pursued a single mission:
to walk alongside Vietnam’s young generation as they understand themselves, develop capabilities, and access opportunities through education grounded in real-world action.
However, as the organization has grown and diversified its initiatives—from school construction and renovation, career-orientation summer camps, and practice-based competitions to inspirational talkshows and parental engagement—YEO Vietnam recognized that its former brand identity no longer fully captured the depth of its vision or its long-term aspirations.
The brand needed to:
Feel closer and more relatable to young people
Clearly reflect the role of a companion, rather than merely an event organizer
Convey the spirit of empowerment, growth, and action

From “Activity Organizer” to “Long-Term Companion”
As Vietnamese youth face increasing choices and pressures—from academic performance and career decisions to personal identity—YEO Vietnam has clarified that its role extends far beyond delivering standalone programs.
YEO Vietnam positions itself as:
A long-term companion that does not impose predefined paths
A platform builder, enabling young people to explore and grow in their own ways
A bridge to real-world exposure, allowing learning through authentic experience
This shift in role necessitates a renewed brand identity—one where visuals, messaging, and emotional resonance align seamlessly with YEO’s core philosophy.

Three Core Identity Pillars Shaping the Rebrand
YEO Vietnam’s rebranding process is anchored in three clear identity pillars that directly reflect what the organization does—and will continue to do—in the future:
Young People at the Center
All YEO Vietnam’s activities revolve around students and young adults at critical stages of shaping their mindset, capabilities, and future choices.
The new identity must embody youthfulness, dynamism, proactivity, and untapped potential.
The Journey of Personal Development
YEO Vietnam does not prescribe a single destination; instead, it accompanies each individual on a personal development journey:
from self-understanding → skill-building → opportunity access.
This trajectory has consistently guided YEO’s summer camps, competitions, workshops, and talkshows over the years.
Real Action, Real Impact
Unlike education models that lean heavily toward theory, YEO Vietnam remains committed to experiential learning.
The rebrand must clearly express a spirit of action—practical, tangible, and closely connected to the real lives of young people.

A New Identity – Visualizing Movement and Growth
Building on these identity pillars, YEO Vietnam’s new brand system is designed to:
Convey motion rather than stasis
Represent support and empowerment, not imposition
Evoke open-ended potential rather than fixed outcomes
The renewed logo and visual language avoid administrative rigidity or purely charitable imagery. Instead, they embrace a modern, human-centered, and youth-friendly aesthetic, suitable for educational settings, community engagement, and digital environments alike.

Rebranding as a Long-Term Commitment
For YEO Vietnam, rebranding is not the conclusion of one chapter, but a commitment to the road ahead:
A commitment to keeping young people at the center
A commitment to education rooted in real-world action
A commitment to long-term, resilient, and adaptive companionship amid social change
The new identity stands as a visual and emotional representation of this commitment—a more mature YEO Vietnam, clearer in its role, yet still deeply grounded in closeness, passion, and unwavering belief in Vietnam’s young generation.
The Story Behind the New Logo – A Symbol of Journey, People, and Action
YEO Vietnam’s new logo is not merely a visual identifier; it is a distilled representation of the organization’s philosophy, mission, and future direction. Every element of the logo is intentionally designed and closely aligned with YEO’s three core identity pillars: young people at the center – the personal development journey – real-world action.

Young People – At the Heart of Every Movement
At the center of the logo is a stylized human figure representing Vietnamese students and young adults—individuals at the most critical stage of shaping their mindset, capabilities, and future paths.
The figure’s open arms symbolize:
Proactive self-exploration
Willingness to learn and experience
A positive, confident embrace of opportunities
Rather than standing still or confined within a fixed form, the human figure conveys motion and upward momentum. This serves as a metaphor for Vietnam’s young generation—constantly growing, moving forward, and striving for self-improvement.

The Development Journey – From Self-Understanding to Independent Progress
The geometric form beneath the human figure is inspired by an open book, while also evoking:
A path of development
A foundation of knowledge
A supportive base for personal growth
The open book symbolizes the learning and personal development journey—where young people begin by understanding themselves, build essential skills, and gradually open doors to future opportunities.
This imagery clearly reflects YEO Vietnam’s role:
Not to define a predetermined destination, but to build foundations, provide support, and accompany young people as they walk their own paths.
This philosophy has consistently guided YEO Vietnam’s summer camps, competitions, and career-oriented initiatives over the years.

Real-World Action – Education Through Experience
The enclosing arms within the logo represent real-world action, the defining element that sets YEO Vietnam apart.
Far from being decorative, this element directly reflects YEO’s operational philosophy:
Education must be grounded in experience
Development must be accompanied by concrete action
Impact must be visible and tangible
These embracing arms symbolize the very actions YEO Vietnam has undertaken and continues to pursue:
Building and renovating schools
Organizing summer camps
Delivering practical competitions
Connecting communities through talkshows
Each line of the logo is firm, deliberate, and purposeful—expressing YEO Vietnam’s commitment to creating real, sustainable, and long-lasting impact for Vietnam’s young generation.

Typography – The Voice of the Young Generation
The typography of the YEO Vietnam logo is inspired by the concept of a speech bubble, symbolizing:
Individual voices
Diversity of thought
The right to express ideas and perspectives
Every young person carries unique thoughts, dreams, and viewpoints. The YEO Vietnam wordmark celebrates this individuality while conveying a shared spirit of:
thinking boldly – speaking up – taking action, together forming a dynamic and creative community of Vietnamese youth.
The typeface balances modern clarity with a conversational tone, helping the brand feel approachable and relevant to young people across both educational and digital spaces.

Proportions – Harmony and Sustainable Growth
The logo is constructed based on golden ratio principles, ensuring:
Visual balance
Harmony among elements
Scalability and flexible application
Beyond aesthetics, the golden ratio represents natural, intentional, and sustainable growth—mirroring YEO Vietnam’s approach to education and human development.

Color Palette – Trust, Knowledge, and the Future
The primary blue tone chosen for the YEO Vietnam logo carries layered meanings:
Trust and reassurance—core values in education
Knowledge and learning—the foundation of personal growth
Hope and the future—symbolizing a confident, proactive young generation
This color palette allows the brand to remain youthful and contemporary while maintaining the credibility and stability expected of an organization committed to long-term educational impact.

The Whole – A Symbol of Companionship
When brought together, all elements of the new YEO Vietnam logo form a cohesive whole:
Young people at the center
A development journey that is supported and uplifted
Real-world action surrounding and guiding the way
The logo does not impose direction or claim the role of a sole guide. Instead, it stands as a trusted companion, walking alongside Vietnam’s young generation as they explore themselves, develop their capabilities, and open pathways to future opportunities.
Challenges in the Rebranding Process – Preserving Identity While Opening the Future
Rebranding YEO Vietnam was a journey marked by multiple challenges:
Preserving the original spirit: staying true to the core value of taking action for young people
Moving beyond outdated perceptions: avoiding a purely charitable or bureaucratic image
Building emotional connection: ensuring young people feel accompanied, not instructed
Optimizing usability: creating a logo that works seamlessly across online and offline platforms—from apparel and banners to digital spaces
After extensive reflection, experimentation, and refinement, the new brand identity emerged as a thoughtful balance between heart, reason, and strategy.

YEO Vietnam Today – A Companion to Vietnam’s Young Generation
Today, YEO Vietnam presents itself with a renewed identity—clearer, stronger, and more approachable.
Yet its core values remain unchanged:
to walk alongside Vietnam’s young generation as they understand themselves, develop their capabilities, and open pathways to future opportunities.
YEO Vietnam does not choose the easy path.
It chooses the path of walking with young people – working with young people – growing alongside young people.
And that journey is still unfolding.