DEMOCRATIC SCHOOL MINEHAVA
Discipline:
Visual Identity, UX/UI
Sector:
Education
University Project
Minehava is a private democratic school organized as the second level of elementary school and gymnasium. Their objective is to offer a model that provides freedom to the students alongside with progressive and modern teaching methods, emphasizing the contact with nature. With a flexible visual system, Minehava has now a bigger control over the school communication and a higher understanding by the students, parents and staff.
BRIEF
Create a visual identity for a private democratic school for kids from 11-19 years old in Prague or close by. The school will be organized as the second level of elementary school and gymnasium. The values of the school are Freedom, Respect, and Adventure
The main audience are parents and their kids, followed by possible partners such as other schools, teachers, sponsors...
LET’S GO FLEXIBLE
For the first time I explored how to develop a flexible visual system, allowing different types of communication within the same visual identity to be perceived immediately.
The system is based on the brand main principles: freedom, respect and adventure. Each one of these principles is visually represented by one primary shape designed in a way to reflect movement, energy and playfulness.
Due to their simplicity, the shapes are recognizable and can be easily replicated by students, attributing a unique and personal aspect to the school’s identity. As primary shapes they can also be used to build and design every other complex shape according to the type of message desired to communicate.
THE SYSTEM
The objective is to offer the maximum flexibility possible when communicating visually, therefore, each shape represents a certain category of communication and different visual combinations were defined that don’t necessarily need to be followed by the logotype so the brand is recognized.
Illustration: For a playful, personal and less formal communication, the icon that is formed by the 3 shapes can assume the illustrated visual style defined by the system. The designer can then choose to use it accordingly to the available alignments defined on the system, or either, incorporate it in the visual communication, allowing the shape to assume other interpretations.
Vector: For a more formal and institutional communication, reflecting Minehava’s respect and professionalism, communication should assume it’s vectorial form.
Internal/Informal communication:
External/Formal communication:
LOGOTYPE
The main logotype is composed by the 3 shapes aligned vertically alongside the wordmark “Democratic School Minehava”.
The logotype is where all the pieces from the system are shown together. Flexible as the system, it offers different possible ways of using it. The changes can be on the alignment or simply with the use of the typeface in all the available alignments.
It is possible to observe that the triangular shape changes its color to orange and that the word “Minehava” is bold, pretending to distinguish Minehava from its competition and highlighting this catchy word.
DIGITAL CHANNELS
The digital channels were also a requirement, and they are crucial so Minehava can spread its message. Instagram was prepared to reach a target audience of kids and their parents while LinkedIn is more focused on sharing job opportunities and establish connections with possible partners such as other schools and investors.
A prototype for the website was also designed according to the brand guidelines and improving many UX features that were missing in the present website.
DEMOCRATIC SCHOOL MINEHAVA
Discipline:
Visual Identity, UX/UI
Sector:
Education
University Project
Minehava is a private democratic school organized as the second level of elementary school and gymnasium. Their objective is to offer a model that provides freedom to the students alongside with progressive and modern teaching methods, emphasizing the contact with nature. With a flexible visual system, Minehava has now a bigger control over the school communication and a higher understanding by the students, parents and staff.
BRIEF
Create a visual identity for a private democratic school for kids from 11-19 years old in Prague or close by. The school will be organized as the second level of elementary school and gymnasium. The values of the school are Freedom, Respect, and Adventure
The main audience are parents and their kids, followed by possible partners such as other schools, teachers, sponsors...
RESEARCH
The research process started by making a competitors analysis that would englobe all Democratic Schools in Czech Republic, aswell as the better branded ones around the world. After narrowing the search down to the ones of the same target age, it was possible to conclude that there was not a big concern while branding other schools, so to Minehava to be undistinguishable from the others, it should be bold, playful and flexible.
It is possible to observe that the name “Minehava” came from the books of Eduard Štorch, who has been a pioneer in implementing the teaching methods in contact with nature.
There was already a website hosted by the client with the objective of displaying the information about the school project, however it is outdated and there is a necessity of designing a website according to the new visual identity.
LET’S GO FLEXIBLE
For the first time I explored how to develop a flexible visual system, allowing different types of communication within the same visual identity to be perceived immediately.
The system is based on the brand main principles: freedom, respect and adventure. Each one of these principles is visually represented by one primary shape designed in a way to reflect movement, energy and playfulness.
Due to their simplicity, the shapes are recognizable and can be easily replicated by students, attributing a unique and personal aspect to the school’s identity. As primary shapes they can also be used to build and design every other complex shape according to the type of message desired to communicate.
THE SYSTEM
The objective is to offer the maximum flexibility possible when communicating visually, therefore, each shape represents a certain category of communication and different visual combinations were defined that don’t necessarily need to be followed by the logotype so the brand is recognized.
Illustration: For a playful, personal and less formal communication, the icon that is formed by the 3 shapes can assume the illustrated visual style defined by the system. The designer can then choose to use it accordingly to the available alignments defined on the system, or either, incorporate it in the visual communication, allowing the shape to assume other interpretations.
Vector: For a more formal and institutional communication, reflecting Minehava’s respect and professionalism, communication should assume it’s vectorial form.
Internal/Informal communication:
External/Formal communication:
LOGOTYPE
The main logotype is composed by the 3 shapes aligned vertically alongside the wordmark “Democratic School Minehava”.
The logotype is where all the pieces from the system are shown together. Flexible as the system, it offers different possible ways of using it. The changes can be on the alignment or simply with the use of the typeface in all the available alignments.
It is possible to observe that the triangular shape changes its color to orange and that the word “Minehava” is bold, pretending to distinguish Minehava from its competition and highlighting this catchy word.
DIGITAL CHANNELS
The digital channels were also a requirement, and they are crucial so Minehava can spread its message. Instagram was prepared to reach a target audience of kids and their parents while LinkedIn is more focused on sharing job opportunities and establish connections with possible partners such as other schools and investors.
A prototype for the website was also designed according to the brand guidelines and improving many UX features that were missing in the present website.
Client
Democratic School Minehava
Sector
Education
Discipline
Visual Identity
UX/UI Design
NEXT PROJECT
GEEKLAB
Client
Democratic School Minehava
Sector
Education
Discipline
Visual Identity
UX/UI Design
NEXT PROJECT
GEEKLAB
