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Hüan · Branding

Lifelong Academy

Lifelong Academy

English, French and Italian in Dos Hermanas.

Lifelong Language Academy teaches English, French and Italian on Avenida Adolfo Suárez in Dos Hermanas, to children, teenagers and adults. It prepares students for the Cambridge exams, the DELF and DALF, and the PLIDA, and its motto is learning a language for life. Its brand has to speak just as well to the family asking about a course for their child as to the adult signing up for work. At Hüan, our design and web branch, we built its complete visual identity. We delivered the logo, the logomark, the palette, the typography and a brandbook that sets out how the brand is applied in photography and digital pieces.

The brief

Lifelong Academy teaches languages and its brand had to speak plainly to everyone, without exception. The brandbook sets two values that organise the system: easy and flexible. Easy means simple, accessible language for all. Flexible means fitting smoothly into any situation, medium or format. Those two values defined the brief. It needed a recognisable brand mark, a palette with character and a manual that teaches how to use the brand without depending on us. That manual had to cover logo, colour, photography and interface, the four fronts on which the academy shows itself.

The brand mark

The logo comes from one idea: the o in lifelong is a speech bubble. We drew a rounded shape with one square corner at the bottom left, like a conversation bubble. It sits in orange inside the word lifelong, set in deep blue in a geometric sans serif. Below, academy rests on an orange block with rounded corners that repeats the geometry. The bubble also serves as a container for other pieces. In the brandbook we turn it into an app icon, a map marker and a window for cropping photographs. The manual titles that section Creating a complete ecosystem: variations of the brand mark to build the rest of the brand.

Colour and photography

The palette revolves around two colours. Deep blue brings trust; orange brings warmth. On orange, the logo goes white and the bubble is reversed out. On blue, the bubble gets its orange back and the text stays white. On a flat background, the photo is cropped inside the bubble, as in Every day is a learning day. In Resources and photo, the figure's head and arm poke out of the crop. If the photo fills the page, we tint it blue and the logo goes white on top. The brandbook sums it up: depending on the colour and composition of the image, the logo can adapt.

The brandbook

We delivered the brandbook laid out in landscape, and it runs to more than thirty pages. It sets out the values with their line icons: an arrow for easy and a curved stroke for flexible. It shows the main logo, its versions on blue, orange and photography, and the ecosystem of shapes derived from the bubble. It includes interface examples: the Past Perfect course with the photo in the bubble, a teachers module and rounded buttons. Those cards sit on gradients from orange to peach that soften the brand colour on screen. It is a manual the academy can use on its own, in any medium or format, without breaking the system.

Worth a closer look

The bubble as a window
The bubble as a windowOn deep blue, the bubble grows into a frame: the photo is cropped into a smaller bubble inside the large one. Alongside, the logo in white with the orange o.
Main logo
Main logoThe word lifelong in blue in a geometric sans serif, with the o replaced by the orange speech bubble. Below, academy rests on a rounded block in the same colour.
The brand mark on its own
The brand mark on its ownThe bubble as a white outline on an orange block with rounded corners. It works alone, without the name, and it is the shape that later crops photos and serves as an icon.
An ecosystem of shapes
An ecosystem of shapesA double-page spread from the brandbook: the bubble becomes an app icon, an outline on orange and a map marker. On the next page, the main logo reversed out on blue.
Values and interface
Values and interfaceThe values come with line icons: an arrow for easy, a curved stroke for flexible. The interface cards, on orange gradients, show a teachers module with a pill button and the Past Perfect course.
Every day is a learning day
Every day is a learning dayApplication example on flat orange: photo cropped in the bubble, headline in a light sans serif and the word lifelong in white. The shape of the brand mark organises the page with nothing else needed.
The figure breaks out of the crop
The figure breaks out of the cropThe Resources and photo page: the figure is cut out along its silhouette, with head and arm poking out of the rounded shape. The photo breaks the frame without leaving the system.
Logo on photography
Logo on photographyThe Logo and photo page: a full-bleed image tinted blue, the logo in white with the bubble and academy in orange. The manual states that the logo adapts to the colour and composition of each photo.
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