Cannes Lions

EDUCATIONAL SERVICES COMPANY

INTERBRAND, London / PEARSON / 2011

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Presentation Image

Overview

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Credits

Overview

Description

The development of this typeface formed part of a much wider brief to improve recognition of Pearson, an ‘educational services company’ whose reputation lagged behind the great work it was doing.

We needed to capture the effervescence of this changing organisation, invigorate the organisation around an inspiring idea, and help Pearson claim its rightful standing as the world’s leading learning company.This was the perhaps the most distinctive visual element we created.

Execution

This was designed to be a ‘living’ font, one that could constantly update and develop. We wanted to show a flourish of personality in each character because learning is personal and helps people to flourish.The idea was to take consistent outer shapes and fill them with forms that represented all kinds of learning. The original set includes references to science, maths, languages and social studies, technology and engineering, art and culture.

In reality, the possibilities are limitless. This is a highly distinctive, animated, living font that can be updated over time to reflect this constantly developing brand.

Outcome

We knew ‘The Font of all Knowledge’ was a hugely distinctive part of the identity, and worth fighting for. It has proved a big hit with people at Pearson. The brand team are inundated with requests to use it and we’ve helped them control usage to keep it fresh and special.It has also been a very successful engagement tool. In various workshops, we’ve asked people to sketch their own ideas inside the consistent outer shapes. This way the font continues to grow and develop – the perfect embodiment of a company that’s Always Learning.

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