’Berta was challenged to create a new brand mark for an educational nonprofit following a merger. While the branding of the previous organization, Developmental Studies Center, was primarily focused on literacy, the new directive was to emphasize collaboration and community, and to move away from a strictly literacy focus. The new mark was needed ASAP as there were marketing materials and print and digital product already in development that needed to be rebranded before release.
Since the newly renamed Center for the Collaborative Classroom was also moving into digital media, it made sense not to pigeon hole their mark with a “book” graphic. This was one of ’Berta’s most challenging assignments.
The “CCC” concentric circles represent the community (student/class/school/community). This is a shift away from an emphasis on textbooks, and towards collaboration in the classroom, with the student in the center surrounded by the classroom and broader community.
Assumptions and Considerations
This logo and branding identity replaced a previous Developmental Studies Center (DSC) brand and had to be created quickly due to a merger. ’Berta had to consider that:
- there was a mandate to depart from the previous DSC mark, which prominently featured a “book” graphic.
- the timeline was very tight, as the organization was about to release new marketing collateral and product and wanted to use the updated branding.
- there were many stakeholders (i.e. cooks in the kitchen).
For the duration of this project, ’Berta simultaneously:
- rebranded the organization.
- created all new marketing collateral.
- designed and art directed the new Collaborative Literacy suite of three K–6 programs, including all interior text, exterior packaging, and digital offerings.
’Berta’s Process: Sketches
’Berta sketched and iterated through many, many concepts before finally landing on the nested circles. She worked quickly through ideas using roughly sketches.
’Berta’s Process: Logo Explorations and Iterations
After sketching through many ideas, ’Berta created vector options for review. These options were vetted by a large group of stakeholders. After many rounds of exploration, the resulting nested “CCC” mark was approved. While ’Berta really liked some of the other concepts she presented initially, after further discussion the consensus was to avoid the focus on “literacy” or “book” graphics.
’Berta’s Process: Brand Guide
Final Results and Deliverables
- The newly minted logo was well received by the field.
- The focus on collaboration, rather than just literacy, allowed field staff to widen the discussion with school districts (potential customers) beyond just selling product.
- The new mark was created on schedule and was incorporated on all new marketing materials and product.
- The new mark proved flexible and reproduces well for various print, digital app, online, and video uses.