At K&i we are passionate about working for companies that make our world a better place to live in. Edutrade, a brand of the Lasec Group whom have been supplying laboratory and educational equipment for over 70 years in South Africa and Sub-Saharan African countries is one of them.
Edutrade’s focus is on maths, science, biology and geography learning areas for primary and high schools. They provide schools with curriculum-based resources, scientific educational products, and comprehensive teacher training.
Edutrade approached K&i to rebrand their identity in order to reposition and establish the brand as a market leader within South Africa and Africa. They wanted its brand to better reflect the company’s evolution and mission.
After reviewing the current branding, our evaluation found that the positive aspects of Edutrade was not showcased and highlighted. The current brand was cold and corporate. Edutrade offers inspiration and upliftment, they are hands-on and people focused. They needed a brand that reflects this positivity, a brand that emphasizes Edutrade’s passion, love for learning, curiosity and discovery. The brand also needed to align itself to Edutrade’s key values and phrases, such as; spark an idea, grow curiosity, learn to collaborate, explore the invisible world, tools for discovery, future problem solvers, and bring ideas to life.
The new identity is a colourful combination of stylized elements inspired by their focused learning areas. The elements within the ‘cell’ have movement; they are full of life and bursting with energy, placing emphasis on the fun aspect of learning. The playful elements that form part of the logo further extends the brands identity into other forms of communication. When used in combination with photography, the symbols can focus on a particular part of an item/subject to enhance messaging.
The new identity celebrates Edutrade’s key values and their love for learning.