Tuition Centre Reflection

A local tuition centre wanted to improve its appeal and lend itself some visual credibility through modernisation. The centre teaches art, history, the Lithuanian language, maths, and science several days a week, whilst offering personal tuition services.

I started by examining other, local and non-local, tuition services and the design trends that pop up. A lot of them didn’t have logos, but the few that do have very highly detailed logos that try to encapsulate every aspect of the tutor(s) services - highly detailed and fairly obvious. The typography was typically split between detailed script and standard fonts. It was clear that I needed a strong typographical presence that was modern yet different, and a more minimalistic logo that was not the most obvious choice but still communicated the idea of education.

I initially wanted to use a somewhat mathematical and artistic interpretation of a reflection, I had a few ideas but I didn’t see them as good enough for the brand. After a while, it did not seem right, so I looked and made note of what objects or ideas linked to education. I decided to use the academic cap since that represents higher education and conveys a more serious tone, which I paired with a customised Gotham typeface. I added ink traps to the type to make it look more bespoke. I had the most challenge with the colours, green and yellow were joyful and energetic but not modern enough. Red seemed too “loud” and rash, and purple just did not feel right. I settled on blue, it is generally used in more modern and future-focused companies and did not jump put enough. It felt right with the type and logo.