What happens when a young, scrappy startup becomes a grown-up?
Knewton’s visual identity needed to align with its status and trajectory as a company, and to develop a cohesive design foundation for Knewton.com and products. The Knewton brand is both sophisticated and accessible, energetic and precise, data-driven and humanistic. Each day, Knewton delivers more recommendations to more students at more schools. As Knewton continues to grow, the visual identity must convey a sense of scale, success, and credibility to current and prospective customers.
After being fully transitioned into the product design team, I was called upon to help the marketing folks with the design of Knewton.com. What started out as a site redesign quickly turned into a much-needed, company-wide rebranding.
Dark grey backdrops convey confidence and focus, while purposeful pops of Knewton-branded colors add energy and personality. Neither corporate nor cutesy, the combination is fresh, sophisticated, and dynamic.
Shape, Pattern, and Precision
Geometric, angular shapes and precise patterns channel energy without stymieing it, emphasizing accuracy and accountability.
Data visualizations incorporate thoughtful detail, emphasizing the craft and care behind our technology. With Knewton, data is not just numbers — it tells a story, evokes emotion, and stirs ideas.
The current Knewton logo makes use of a serif font, emphasizing professionalism and acknowledging the history behind today’s educational experiences. The body copy will appear in a serif font (Georgia). Headlines will be Alternate Gothic. The combination will allow Knewton to appear fresh and modern, while also emphasizing our role as a partner to storied educational institutions.