Challenge
Atom Learning had started a gear shift from exam-prep provider to leading UK education company. It’s product range had expanded beyond the remit of the brand and it urgently needed a system that could appeal beyond home learners, to the classroom and beyond. I set about finding the perfect balance of pedagogical authority and new-generational vibrancy that could see the company into the future.
Strategy
With a broadening of audience came a need to focus on one unifying factor across the company and its customers; building progress for every student. Whether that be a student, parent, teacher or group executive, everyone’s common goal is to raise academic prospects across the board. Our design system hinges on building this progress piece by piece. Knowledge, like an atom, is built one small piece at a time until it forms something much greater. A molecule of potential.
Logo
Atom’s new wordmark refines its former, more playful self, into a globally recognisable and reputable symbol. Based on the forms of the Inter font, the logo is clear at any size, and reflects the simplicity and character of the atom icon. It also opens up new possibilities for the company’s growing roster of products and audiences, adapting easily to future growth with new wordmarks.
The system
The graphic system centres around the molecule; the building of knowledge and progress at every level to form something greater. Type, brand shapes and colour mirror the energy of the atom icon. The system is designed to be simple and to be implemented at scale. Atom Home, Tuition and Access share a common visual tone while Atom School becomes more formal for the classroom. Home learning and assessment tools now fit seamlessly under one roof.
The app
A visual brand is nothing without functionality. Atom Learning’s brand is built with its online presence and accessibility in mind. Type and colour choices allow students and educational staff to engage instantly, with a bold illustration system bringing life to the Atom Learning experience.
The outcome
Atom Learning’s new brand sets out to deliver the promise of Progress for Every Student. It is bold in its ambition and sets the tone for its’ bright future.
