Our job was to craft an identity that truly reflects Cubed’s mission. We started by looking at the differences between online and offline learning. By creating a Venn diagram, we found where Cubed shines: at the meeting point of structured, trusted education and limitless flexibility.
We imagined Cubed as a journey where students choose their own direction and pace. That idea inspired the tagline, "Pave Your Way," capturing the brand's focus on empowerment, choice, and personal growth.
With this concept in mind, we developed a logotype built from modular square blocks. These blocks symbolize the flexibility and versatility that Cubed offers, allowing students to have the freedom to build their educational journey, arranging the blocks in any way that suits them. The blocks also became the foundation for Cubed’s visual language, influencing the design of icons, layouts, and other elements across the brand’s identity.
We carried this idea forward by designing key graphics resembling pathways, visually reinforcing the brand’s message of individual progress and personal growth. For the color palette, we chose orange as the primary color—bright, bold, and energetic, reflecting Cubed’s spirited approach and inspiring students to carve their own path to success.
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Cubed now has a distinct brand identity that highlights its strengths in offering flexible and credible education. The modular design system and vibrant color palette reflect the platform’s adaptability and energy. The new identity positions Cubed as a reliable and inspiring choice for students shaping their educational journey.
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