CHYETH / Visual Identity / 2017 | Mengru Zheng. Design

Redesigning the visual identity system for multi-faceted educational brand

Overview

Introduction

This project was implemented in fist half of 2017. Previously I worked in Cheese Education as an assistant designer responsible for graphic design and audio-visual materials associating their marketing department. Then, the founder of Cheese Education wanted to updating their visual identity system because of new business goal, it is honoured that they gave me the opportunity to redesign their new branding system as a cooperative contract and regarded me as a independent designer with my own team.

Because of the confidentiality agreement, I cannot publish all the output here. This page only shows some examples of the whole project.

Client

Chyeth Education Group

Team Members

Mengru Zheng

Xiaomin Tang

About CHYETH

The founders of Chyeth owned two companies, Cheese Education and Andrews Preschool. Cheese Education focused on problem-based learning extracurricular education plan for K-12 students, and Andrews Preschool focused on liberal and art education for preschoolers. In 2017, they decided to integrate both brands into an educational parent brand.

In their new strategy, CHYETH is parent brand, while CHYETH EDU and CHYETH KIDS are subsidiary brands, focusing on K-12 education and preschool education. During design process, I should consider how could logo develop if they could expand their commercial affairs in the future.

Overview

Logo

Since “Chyeth” is a combination of “Cheese Education” and “Andrews Preschool”, the new branding system should ensure its relevance with original brands. According to the discussion with our client, we focused more on how to abstract the shape of “Cheese”. Therefore, the new logo includes abstract plan view of sliced cheesecakes, with different colours, so that its subsidiary brand could utilise one of these colours for subsidiary branding.

According to their business strategy, 4 sectors with different colours stands for their core value proposition. “Chyeth” proposed that education shouldn’t only focus on score, and students should also develop multiple fields of vision, such as culture, economics, technology, public benefits and so on.

The translation of their slogan is: we integrate best institutional resources to associate multi-faceted education.