Challenge
When Atom Learning looked to launch a new school assessments company, it needed a brand that stood out in the crowd of old establishment assessors. It looked to disrupt the industry by cutting bureaucracy and giving full insight into pupil progress.
Strategy
Entrance exams have been run the same way in UK for decades to the detriment of every child and parent preparing for those exams. In an industry of boring, expensive providers, Quest is the disruptor: there’s a better way to assess. The brand revolves around the streamlined efficiency and transparency at the heart of the business’ promise. No nonsense, next generation assessment that delivers progress at scale. It needed to win the trust of schools through its calm authority, and the edge of being an exciting disruptor.
Logo
The logo revolves around the magnifying glass, hand drawn and locked in to Fatype’s Makeway type. It signifies authority and transparency and stands out against the norm of sans serif paragraphs, the go-to for Quest’s competitors.
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
The ultimate endorsement of the Quest brand is seeing schools across the country adopt Quest as their entrance test provider. In the space of two years, over 750 schools have been onboarded, with 150,000+ students using Quest assessments in the classroom. Quest is a brand trusted by schools across the UK and is here stay and disrupt the status quo.
