Language school Freeda in Barcelona has rebranded, with local graphic designer Ilia Tuma spearheading the effort. The updated logo aims to modernize the school while preserving its core values of kindness and a stimulating learning environment. This update features custom artwork by Anastasia Sheremeteva, a bold color scheme, and a new logotype.
Tuma, a former student, recognized the need for a more contemporary visual identity, which inspired the rebranding concept. Motivated by frequent interactions with the previous brand, Tuma presented the CEO with a plan for a new visual identity that would better represent the school’s leadership in language instruction.
The school team collaborated on drafting the initial brief to ensure alignment with the school’s long-term goals. Tuma saw an opportunity to refresh the brand while maintaining its core values and emphasizing a vibrant, stimulating learning environment. The goal was to attract and inspire students worldwide by projecting a more dynamic and welcoming image.
The new identity centers on the logotype, created with the typeface Champ Black from the foundry Typeeverything. This typeface was chosen for its ability to convey the warm, inviting vibe of the brand. Tuma described it as a premium, contemporary typeface that perfectly captures the institution’s spirit. Andrei Robu played a crucial role in securing the typeface license for the new logo.
Tuma selected Right Grotesk from the Pangram Pangram font studio for the headline and body text. This typeface complements the logotype by balancing neutrality and functionality with a unique personality. Using these typefaces together ensures a cohesive and polished appearance across all brand collateral.
Custom graphics created by Anastasia Sheremeteva further enhance the rebranding. Tuma, a longtime admirer of Sheremeteva’s work, particularly her character illustrations, felt her gentle and amiable style would add coherence and consistency to the final design. Sheremeteva’s illustrations imbue the brand with a cozy, welcoming vibe that aligns with the school’s values.
A vibrant color scheme is another key component of the new identity. Selected to embody the energetic ethos of the educational institution, the colors amplify the logo’s friendly nature. Tuma’s creative direction focused on capturing the essence of the student experience through approachable images and illustrations. This strategy ensures that current and prospective students perceive the brand as engaging and inviting.
The new identity represents significant progress for the school. By updating its visual identity, the school aims to maintain its status as a leading provider of language instruction while attracting a diverse and multicultural student body. The new brand exudes the warmth and comfort central to the student experience alongside a modern and polished aesthetic.
The rebranding process required carefully balancing contemporary design elements and the school’s core values. The result is a cohesive, modern visual identity that reflects the institution’s lively, dynamic spirit. With new typefaces, graphics, color schemes, and logos, the school is poised to continue offering excellent language instruction in a welcoming and stimulating environment.
In conclusion, the successful rebranding of the school, led by Ilia Tuma with artwork by Anastasia Sheremeteva, effectively conveys the school’s guiding principles and vibrant personality. This new identity ensures the school remains a top choice for language learners worldwide.
