Cannes Lions

Pearson Rebrand

TOGETHER DESIGN, London / PEARSON / 2016

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Overview

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Credits

Overview

Description

The idea was to create an identity that captured Pearson’s belief in the balance between gaining practical skills through education and a love of learning as a general frame of mind. Everything we produced kept this balance at the forefront.

We established an illustration roster with five illustrators from around the world to ensure cultural diversity and relevance was present. We then commissioned a library of illustrations for all Pearson employees to utilize. We worked with a crowd sourcing company to build a library of genuine photography capturing learners around the world. We also created a set of hand painted patterns to reflect the learners at the heart of everything Pearson do and the imperfections of the journey of learning. Each pattern was linked to an aspect of education. Along with many other assets and guidelines that would all be hosted on a brand hub for use around the world.

Execution

The new brand identity encompasses a range of visual building blocks, including a logo that encapsulates curiosity and excitement, typefaces, colors, an illustration library created by a global roster, a photography library sourced through a crowd sourcing initiative, hand painted patterns, pictograms and icons, plus a refreshed tone of voice and new brand messaging.

Designed to be used by thousands of employees and partners around the world and infinitely flexible to suit Pearson’s many varied audiences that they need to communicate with. The rebrand has been brought to life through a wide range of launch materials, alongside comprehensive guidelines and an interactive brand hub where all assets and guidance live to enable everyone to use the brand identity effectively and efficiently.

Every asset had to work equally well for print and digital and meet with Pearson’s commitment to double A standard of accessibility to ensure communications were accessible by all.

Outcome

Pearson’s rebrand has been well-received by the company’s workforce. Recent research shows that 95% of Pearson employees have heard about the new brand and 82% have stated that they better understand the company and its values as a direct result of participating in a brand experience. Over a quarter of staff have participated in the many brand events which have taken place around the world to promote this change of direction – with events in the United States, China, Brazil, India, Australia and the UK.

Pearson’s brand hub, which was set up to support the company through the rebrand process by housing the brand assets, guidelines and artwork, has to date received 245,000 visits – 62% of which represents returning visitors.

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