We paid off the brand debt. Scormium has a new corporate identity

The right time is ripe for a change

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For a long time we postponed the renewal of our identity, even though we knew that we would not miss it. And it didn't pass. Welcome to Scormium 2.0!

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Why was it necessary to work on the identity?

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the original identity consisted only of a logo
there was no usable shortened version of the logo
red color did not resonate with strategy and values
no color palette or fonts defined
there was no set of rules – corporate identity

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We found an expert in identity creation

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We prepared a brief in which we described in detail our brand, our ambitions, industry, corporate culture, values and our customers. We explained how our product works, what it excels at, revealed its potential and competitiveness, and also outlined our approximate idea of what our expectations of the result are.

We needed to make Scormium a unique brand that would be easy to remember, would contrast enough with strong competition, but at the same time would inspire sympathy and a sense of trust in people. We sent the elaborate document in several directions and soon offers began to appear.

The decision was not difficult. Designer and corporate identity expert Tom Garcy caught our eye at our first meeting and perfectly matched our vision. Just a perfect match!

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Brand

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Although the name Scormium is closely tied to the SCORM standard, which in the future will not have such an emphasis in this industry, and even disappear altogether, we know that this name resonates a lot in the ears of potential clients and the change could have fatal consequences for us at this time. For this reason, we have preserved the Scormium and changed it into a new and modern coat!

In addition to the logo, you have to solve the colors, font, web design, what photos you will use, how you should feel about it, why it is round, why on the contrary angular and a lot of other seemingly small activities, which, however, affect customers subconsciously and form a coherent and trustworthy perception of your product. Because what good would it be to have great technology if it seemed so dubious and unclear to people?

This is connected with another part of the redesign, which took place long before the visual one. We were putting together a coherent language that we would speak. This created a connection that you will already find in each of our materials. Scormium = meaningful education.

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How did identity come about?

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Based on preferences, my colleagues and Tom and I created moodboards based on several interesting concepts of identity processing with regard to the target group, our values and visual concept. It was thanks to brainstorming over these concepts that we managed to unify our ideas and start the first sketching.

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Logo

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We found an easy-to-read, memorable and modern logotype. It is based on the specific font Hrot by Vojtěch Říha from the Superior Type type foundry. This design arose after a series of iterations and several possibilities of combining the phrase "mium", which is formed by three letters "m", connected in one stroke together. Thus, the logotype does not contain any "foreign" element and is formed only by rotation and connection of letters.

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The writing connection "mium" depicts innovation - the movement of the cupboards. The times are moving forward inexorably and we are keeping up with them.

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A shortened version of the logo for use in places where the longer version does not fit, Tom created from the previously mentioned connection "mium". This shape also forms the basis for the supporting curve of visual identity. It connects the whole identity together and forms a well-coordinated whole.

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Color palette

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We have found colors that resonate not only with the corporate culture, but with the entire market. We chose blue as the main color of the brand.

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Why did we choose blue?

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Human perception

Like the calm sea, the color blue evokes a sense of calm and spiritual awareness along with feelings of trust. Blue offers corporate brands a sense of trust and professionalism. However, using blue too much can make the brand look cool and distant.

That's why this isn't the final version of our color palette.

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By industry

We examined which colors resonate with the education industry and found that it was the color blue. Specifically, light blue. This more or less comes out in the long run with the trust that this color carries.

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Secondary color

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Yellow has the task of breaking the coolness of blue color. Bring a little cheerfulness, attract attention. This warm color is a shining example of friendliness and cheerfulness. Brands that try to attract customers with soothing, warm arms and youthfulness

Energy should focus on the color yellow.

New fonts

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We chose the Railway font for the headings and the Roboto font for the accompanying texts. We chose modern sans-serif typography that will not only be easy to read, easy to use and accessible anywhere in the world, but will also be original and well

work with brand shapes.

A core element of identity

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As we have indicated before, this element was created directly during the creation. It describes the "mium" curve, from which the shortened version of the logo is based. And why do we have such a curve? The ripple indicates that this is a dynamic company with a plan for growth.

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