The editorial team wanted the branding to reflect the different skills that were covered by the product (reading, writing, listening, speaking, vocabulary and grammar). It was important for the online practice to have it’s own identity, but it also had to work alongside the branding of each specific ELT course that would deliver content through the platform. It made sense for the colours to tie in with the online practice user interface colours and for the designs to pick up on each other across the platform. This meant working closely with another designer and making sure our design decisions complemented each other.
The design was gradually refined with feedback from editorial and design colleagues along the way.
The colours and wedge shapes are used for the opening screen of each skills ‘cluster’ (series of exercises).
The logo is also available in various guises for print use, to promote the availability of online practice on covers and in marketing materials.