K12 Re-brand
WHY Change
The current logo's versatility is limited. Fine details like the superscripted "12" and excessive splatter get lost when scaled down digitally, reducing its visibility and adaptability. The stark contrast between the bright green and dark purple colors restricts background options mainly to white. This outdated color scheme doesn't align with K12's brand voice, potentially harming its credibility.
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The meaning behind the superscripted "12" is unclear, impacting web search optimization and acquisition. The ambiguous green splash element lacks a clear message, risking misinterpretation and brand reputation. It's time for a logo revamp that ensures adaptability, alignment with the brand, and clear messaging.
How we develop
The logo development process involved exploring various options guided by key principles. We selected the top 4 designs that best align with these principles. Our focus was on ensuring versatility across different media sizes and resonating with the target audience. The chosen logo needed to be simple, recognizable, and carry an element of uniqueness without being overly complex.
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These finalists were chosen to reflect the company's educational mission and uphold the 12 Brand Values: Professionalism, Academic excellence, Success, Inspiration, Leadership, and Proven Digital Technology. Through a rigorous evaluation, we've identified options that encapsulate the brand's essence, mission, and values, providing potential choices for the company's visual identity.
How we
move Forward
Fundamentally, we are in the business of changing lives. So we must change, too. K12 is our foundational brand, and we keep building upon it. K12 is a powerful entity.
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We evolve and adapt, just like the world around us.
With a dynamic, flexible identity, we are able to capture raw moments based on the platform, holding a mirror to our audience and their real lives.
