Goo Goo School stands at the forefront of digital and creative education for children and teens, offering a pioneering curriculum that merges programming, graphic design, and foreign languages. This forward-thinking institution is founded on core values of self-expression, creativity, and technological advancement, setting the stage for a dynamic learning environment.

The brand identity concept for Goo Goo School is inspired by the thrill and joy of discovering new skills and the vibrant emotions that accompany the early stages of learning. The essence of the brand is captured in the name “Goo Goo,” a playful iteration that reflects the sticky, sweet, and engaging nature of the school’s educational experience. The repetition of “Goo Goo” mimics the sounds of children as they begin to explore language, symbolising their journey through the learning process. This playful sound also subtly nods to the founders’ surname, highlighting their collaborative spirit in creating the school.

Visually, the brand identity is anchored in the concept of “pure and solid” knowledge, represented by a classic black-and-white base complemented by distinctive typography. This foundation is then adorned with a vibrant layer of stickers, which serve as a metaphor for the joy and fun associated with acquiring new knowledge. These bright, playful stickers are integrated across all brand touchpoints, including advertising, interior design, social media, the website, merchandise, and the grading system, infusing the brand with a sense of delight and creativity.

The primary typography features a geometric sans-serif font, chosen for its clarity and solidity. This typeface reflects the structured and dependable nature of the educational content, while the expansive and lively colour palette reinforces the brand’s commitment to a joyful and engaging learning experience. The result is a cohesive and inviting visual identity that encapsulates the spirit of Goo Goo School, inviting students and their families to embark on an exciting educational adventure.