Ecampus Ontario is funded by the government of Ontario and has recently re-branded with a completely different look and logo. The not-for profit worked with Andy Edge, a graphic designer and director who works with everything from major brand campaigns to UX Designs for start-ups.
Ecampus Ontario’s new re-brand undertaking includes a Branding Guide, UX/UI Design along with the new Website Design, Office graphics for their new space and many other pieces in both print and digital – Including a series of custom illustrations and icons based on a playful doodle style.
Yet, when it comes to re-branding, an important questions that must be asked is, “How do you design a brand that will be used for products and services that are still being worked on?”
For ecampus Ontario, the look of, “a simple, playful illustration style that’s tailored towards each endeavor. A clear robust typeface, legible across all platforms. Finished off with a friendly hand-crafted logo system that encourages the audience to explore fresh approaches to education in Ontario.”
With its recent re-branding, its primary goal, “is to become a center for education innovation in Ontario for both Educators and Learners” (their terminology). The Primary focus is:
- Open Education
- Innovation R&D
- Flexibility / Freedom
- Access for All Ontario
Creating a series of playful illustrations helped reflect their initiatives plus a hand-drawn word mark with a slight upward skew representing forward momentum – “The future of education in Ontario”.
Of course, with any new branding, there are bound to be challenges, as Andy explains: “Keeping up with a client that pivots their model or expands in a new direction before you can even deliver a solution is a hazard of today’s ever evolving climate. The trick is to remain flexible and not commit to a direction that is overly complex. A well polished, simple solution will often adapt to their needs”.
Apart from its challenges, there will also be critics who disagree with the new change, since pleasing everyone in itself is a challenge especially when the brand deals with everything from teens to C-level executives. In this case, a few have found that the brand is a little too playful yet, according to Andy, “Young start-ups are often playful and as they mature and specialize their brand grows to reflect it”.
Comment your thoughts below and let us know what you think of this new re-brand! Love it….or not?