Founded in 2015, Guild has been at the forefront of helping employers invest in their employees through education, career development, and coaching. Partnering with some of the nation’s largest employers, the company aims to create opportunities and build the workforce of the future. Its marketplace offers education programs for working adults, providing support and resources so employees can gain in-demand skills without bearing the financial burden of tuition.
Guild’s recent rebranding marks a shift from its previous identity as a “tuition finance company” to a broader role as an “education market maker.” This transformation reflects its mission to increase the socio-economic mobility of America’s low-wage workforce. The new brand identity, designed by Koto, features a dynamic and inclusive look.
The old logo, which had an uninspiring aesthetic, has been replaced by a sophisticated and unique wordmark. The new logo features ligatures, creating a cohesive design. The “Gu” ligature stands out, while the connecting serifs on the baseline add elegance. Despite the potential for confusion, the wordmark remains easily recognizable.
The new visual identity includes several distinct elements conveying themes of connection and growth. Squiggly, zig-zag shapes made of thin black lines create a sense of motion and dynamism. In static applications, these shapes add depth and interest. Portraits with emanating colors and repeated imagery highlight the individuals served and their growth journeys. Sophisticated typography, specifically Dinamo’s Arizona Flare, complements the overall look.
The color palette is muted and colorful, striking a visually engaging balance. This palette complements the typography and graphic elements, creating a cohesive look. One playful aspect of the new identity is the inclusion of Crocs charms, signaling an intention to reach younger employees. The charms add a touch of whimsy and relatability.
Guild’s rebranding extends to its communication strategy. The new voice is inviting and supportive, reflecting the commitment to empowering employees and fostering community. This approach resonates with both current users and potential newcomers, enhancing engagement and building trust.
The revamped website integrates the new visual elements and provides a user-friendly experience emphasizing the mission and values. High-quality images and clear, concise messaging ensure visitors understand the benefits of the programs and services. The website features interactive elements that encourage exploration and engagement, reinforcing the brand’s dynamic and inclusive nature.
Guild has refined its brand guidelines to ensure consistency across all touchpoints. This includes updated guidelines for logo use, typography, color palette, and graphic elements. The comprehensive brand toolkit provides clear instructions for applying the new identity in various contexts, from digital media to print materials.
The rebranding shows a dedication to driving socio-economic mobility and creating growth opportunities. By redefining its identity and embracing a dynamic and inclusive approach, Guild is well-positioned to continue its mission of empowering employees and building a brighter future for the workforce.
The new brand identity enhances visual appeal and strengthens the connection with the audience. The sophisticated yet approachable design reflects a commitment to quality and excellence, while the dynamic elements convey a sense of energy and progress. The rebranding effort captures Guild’s mission and sets the stage for continued growth and impact in workforce development.
