ASCD

ASCD exists to support and elevate educators from the moment they decide to pursue education as a profession, to the moment they retire. But, its branding was out-of-date and it lacked a strong, singular, overarching identity. ASCD identified a clear need to update its brand to reinvigorate its stature in the market. With this in mind, we set out to co-create a new brand identity system, an updated brand voice and concise messaging. We partnered our creative leadership with ASCD’s internal creative team to deliver a cohesive visual identity across channels, realigning the brand for today’s progressive educational leaders while keeping its heritage intact. We partnered on brand story, user personas, and past visual identities for inspiration, and conducted a competitor analysis, identifying areas where ASCD can stand out from the crowd. Moodboards were created to set the direction for the brand, creating 3 potential visual identities. The winning concept embraces key tropes traditionally associated with education, but with a fresh and modern execution. The friendly, approachable yet classic, new logo and logomark represent a strong foundation upon which to build tomorrow’s educational leaders. The base of the new logo mark is split up into varying geometric shapes that create a strong foundation, with the shapes coming together to support each other, creating a solid support system. The ‘A’ represents ASCD, but also the classic first lessons primary teachers embark on with their students. The leaves represent growth and flourishing, and the apple is modern and fresh - a powerful symbol of knowledge. The new color palette has evolved from the visual metaphor of the apple, with a softer, more inclusive red treatment and a prominent use of green to evoke growth. The new ASCD.org presents a modern visual identity and digital experience that helps life-changing educators continue to make the incredibly positive difference they do, every day.