image.jpg

Branding: Knewton

What happens when a young, scrappy startup becomes a grown-up?

knewton-rebrand.3.png
 
350x100_full-color.jpg

Branding Knewton

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.

 
newattributes.jpg
oldattributes.jpg
color

Color

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.

Screen Shot 2013-12-12 at 12.25.01 PM.png

Shape, Pattern, and Precision

Geometric, angular shapes and precise patterns channel energy without stymieing it, emphasizing accuracy and accountability.

Screen Shot 2013-12-12 at 12.25.16 PM.png

Data Visualizations

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.

Screen Shot 2013-12-12 at 12.25.31 PM.png

Typography

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.

 
counters.png
colors+modules.png
baseCSS_buttons.jpg
baseCSS_forms.jpg
knewton-rebrand.2.png
knewton-rebrand.5.png