First, we refined two core keywords for the product, namely "children" and "education", and then we collected and sorted out the visual characteristics of two major categories of products related to this, as a reference point for brand style building. While content serves as a stepping stone, it is more efficient and accurate to bring the current design trends into the new brand of ABCmouse.
Differentiation: the core and potential demands of the user group
In addition, we also focus on how to seek "differentiated" advantages among many similar competing products, while satisfying the core appeal of "children's fun" determined by the nature of ABCmouse products, and at the same time paying more attention to the core consumer group "parents" on product content And the potential appeal of packaging "high quality". Through the advanced and in-depth insight into the user group, we can mine and summarize the key brand upgrading system.
The old user group accumulated over the years is an indispensable and cherished user group. We need to respect the old users' habits and memory of the original brand recognition, and take a more appropriate remodeling ratio so as not to destroy the old users' adaptation. On the premise of new visual comfort, the core brand elements are refined and retained, and the details are adjusted and polished to upgrade the brand language.
The overall style of the original brand logo and App interface is slightly outdated and complicated, lacking visual vitality and brand system. We take the two core brand identification elements of "IP" and "brand name" as the primary entry point, and subtract and optimize its details; The goal is to retain the classic brand memory, but also more in line with the modern design aesthetic.
Refine basic identification
A set of bright, colorful and vibrant visual language is the most indispensable brand feature of children's products. In this upgrade, we focus on "removing complexity and simplifying", trying to interpret the new IP image, logo, color, icon, and font with a more geometric, pure and bright design method.
(1) IP image
(3) Brand color
We reserve "red", "yellow" and "blue" as the main colors of the brand, and hope to give children an understanding of colors, starting from the original "three primary colors" and corresponding to the three letters "ABC", hoping to follow the "Three-color b2b data memory rule" provides the most comfortable memory value, and easily obtains the brand awareness and visual favor of children and parents.
[Three-color memory rule] "Children's color cognition and memory capacity, three colors or less are the best." - Maria Montessori
(4) Extended graphics
We tried to tap into more malleable graphic extractions, starting with the brand's core identity elements.
ABC is the most basic element of English learning. We abstract the literal shape geometrically, and get three corresponding figures of "circle, square and triangle", which signify the origin of the form of all things, and are also the easiest for children to perceive in the early stage of graphic cognition. The three primary shapes of perception and memory. Then, the "circle, square and triangle" is applied to UI interface, component elements, layout setting and dynamic effect expansion, etc., which adds interest to ABCmouse without losing the systematic visual language extension of the brand.