Task: “Point B” is an educational project, a school for choosing a profession, which has been helping people choose their life’s work for more than 5 years, which will bring money, pleasure and happiness! The school is successfully developing thanks to the founders and experts in their field, who are actively developing the project in the media space, using advertising channels. Problem: Let’s start with the problem the client came with: firstly, there was no idea and brand identity, the old logo and design could no longer solve marketing problems in full. Secondly, as a result, poor memorability and brand awareness in the environment. At the same time, the absence of a design system forced designers to come up with some new design every time, based on their own vision. The task was to reflect through the visual the key idea of ​​the school and develop a unified brand design system, as well as strengthen the image component.

Solution: The agency proposed the idea through a logo-centric approach. In visual communication, the letter b is used, through which students pass through the doors of a school. Based on the requirements, we provided two language versions of the logo. The school can now represent itself at international conferences while maintaining visual cohesion.

The letters b and b have a similar character of the outline of the rounded part and the ascender with rounded outer and angular inner edges. The logo contains three figures symbolizing: three experts of the company, people going through school and transformation/change through the form.

In visual communication, geometric shapes are used as containers for photographs and illustrations, and can also be assembled into patterns to decorate media. Since the logo uses three figures and three founders of the project, we proposed three main colours of the brand, harmoniously combined with each other.