Then, the creative team managed to solve the logo conundrum and started planning a bespoke typeface. Click to enlargeĪt first, things looked pretty odd. Instead of using neutral typography alongside the symbol (like every other tech company), Johnson and his team redesigned the logotype by drawing inspiration from Duo the Owl’s feathery shape, therefore reflecting the company’s joyous personality. Worry not, as Johnson Banks‘ Founder and Creative Director came up with a solution: A “what if” situation helped unlock the problem. Other things, such as Duolingo’s ground-breaking online English tests, were pushing the boundaries of the brand structure. Sadly, the crew didn’t have clear guidelines on how to use Duolingo’s brand away from the app – which, by the way, has been downloaded by an astonishing 300 million people around the world. The British designer and consultant drew inspiration from the brand’s mascot, the owl, the colors, and the illustration style. Using workshops and an internal staff “expo,” he, alongside his team, chose an approach that speaks about the company’s commitment to universal access – namely that “ everyone can Duolingo!” Click to enlarge Inspired by Duolingo’s trial messaging around “ what Duolingo makes happen, and makes possible,” he started to shape a new visual identity of the company. As expected, being a RULER, Johnson didn’t let anyone down. Just recently, Johnson has closely cooperated with Duolingo-the world’s most popular way of learning a language-to find the best way to reflect the brand’s real core values and likeable spirit. Now, it is time to see what Michael Johnson has got up his sleeves for this year. You might have come across that last year at Brandingmag‘s REBELS AND RULERS event, where he introduced the “Open Branding in Five and a Half Steps” theme, a concept that is inspired by his best-selling book “Branding: In Five and Half Steps.” Johnson wants to positively change the lives of others. What does that mean? He is a strong leader who’s working with people who want to do big things. He’s the brain behind Virgin Atlantic’s rebranding and is a RULER by default. Named as one of the 10 most notable British Designers, Michael Johnson defines and designs brands that make a difference.
0 kommentar(er)
