WHAT DO BEES & EDUCATION HAVE IN COMMON?
The Learning Hive is an exciting educational startup focused on boosting student confidence through learning. Kickstarted during the COVID-19 pandemic, The Learning Hive is a reaction to the rolling school closures that caused many students to fall behind. Their customized online tuition gives parents the ability to maintain their children’s development in chaotic times. Knowing the shortcomings of remote learning, the company strives to make Cambridge curriculum lessons engaging, interactive, and fun.
Yet they were missing a vital element in their business. They didn’t have a visual language to sell it.
THEN I BROUGHT THEIR BRAND IDENTITY BACK TO THE FUTURE
When I met The Learning Hive’s founders, they had a sketch of a logo, a Facebook page, and not much else. After seeing the passion and determination they injected into their work, I was determined to provide them with a visual identity that matched their excitement.
After our brand discovery meeting, I learned there was a deeper meaning behind the brand name. Put simply, learning is a communal exercise. It does not only occur within school walls, or in conversation with a teacher. It happens among other students in live and virtual classrooms, and it is reinforced in the dim hours when parents help with homework. But what does this have to do with bees? Through collective action and commitment to their goal, bees create fascinating, complex, and beneficial structures in the wild. This notion of community is the wind that set The Learning Hive to flight.
Because the communal, determined nature of bees was so inspirational for the group, I wanted to weave them into the visual language of the brand.
THE PROCESS OF ANIMATING EDUCATION
I began by reconfiguring the logo. Though with a bee already prominently features there, I didn’t also want to use a hive-like hexagon motif. While I redesigned the bee, making it more streamlined, modern, and giving it a pencil tip-like stinger, I explored how I could make the word mark stand out as well.
I chose a soft, rounded, sans serif font for the Learning Hive that had an appealing friendliness while also feeling in some way techie. While playing with the ‘a’ in Leaning and the ‘v’ in Hive, I found that giving both an arrow-like appearance was just the flourish I needed. Against the straighter letters, they gave the impression of books angled in a bookcase. And when stacked on top of each other and repeated, they became the abstracted hive-like pattern I was looking for.
The bright, energetic, and playful colors which animate the brand identity I selected for them were inspired by nature. Swooping rounded elements were also added to invigorate the otherwise geometric pattern that was the backbone of the brand identity.
The Learning Hive is an exciting educational startup focused on boosting student confidence through learning. Kickstarted during the COVID-19 pandemic, The Learning Hive is a reaction to the rolling school closures that caused many students to fall behind.
- Art Direction
- Logo Design
- Identity Design