Overview
LingoPotentia was developed into an umbrella brand, with LingoEducatia as its first language-education sub-brand. I refined the existing umbrella mark slightly for this context, then designed the identity, guidance, campaigns, and applications from the ground up while contributing to strategy.
- Sub-brand Development
- Logo Refinement
- Brand Strategy Collaboration
- Visual Identity
- Brand Guidelines
- Campaign Design
- Digital & Print Applications
The brief
The visual system needed to serve learners across age groups, languages, physical classrooms, digital products, campaigns, certificates, and internal communications without losing clarity or warmth.
The idea
The identity combines a speech bubble, an open hand, and a layered book. A blue–green core communicates trust and growth, while coral, yellow, mint, and lavender create a flexible educational palette. Omnes and Farhang support a clear bilingual hierarchy.
My role
The umbrella logo existed before this project. I refined it slightly for LingoEducatia and independently designed all supplied visual assets, guidelines, applications, campaigns, and the internal character system. I also participated in strategic development.
Ch. 01Positioning
Where language becomes connection.
A speech bubble, an open hand and a layered book — one mark for learners of every age, in two languages, in the classroom and on screen.
- Warm
- Supportive
- Inspiring
- Clear
Tagline and brand voice, from the LingoEducatia guidelines.
Ch. 02The mark
One mark, eleven approved versions.
Lockup, symbol and logotype — in colour, reversed and in one colour — plus the gradient and the pattern made from the mark. Hover or tap through them.
Ch. 03Colour
Trust and growth, with room to play.
A blue–green core; coral, yellow, mint and lavender for the classroom. Click a colour to copy it.
Ch. 04Characters
An internal cast for the whole team.
An internal character system: each character holds the tool of a role. Point at one.
Fredo
LingoAdiutor
LingoAdlector
LingoDux
LingoFautor
LingoFigurator
LingoMachinator
LingoSciens
Ch. 05Stationery
Bilingual, on every sheet.
Folder, letter, envelope and both sides of the card — in Persian and English. Move the pointer over the desk, then turn the cards over.
Ch. 06Campaign
A watch party, in post and story.
A soccer watch-party invite: a feed post and a story built from the same parts. Swipe — the screen changes shape with each format.
Louder than the rest of the system, made for match night — yet the speech-bubble info box and the palette keep it recognisably LingoEducatia.
Ch. 07Certificates
Paper that learners keep.
Certificates of competency and training.
Ch. 08Course book
NatGeo 101, in class.
Unit 5 of the NatGeo 101 course book, Invasive Species 101, set in the LingoEducatia system: a documentary unit from warm-up to reflection. Drag through the spreads, or open a page full screen.
Ch. 09From the guidelines
A few pages from the guide.
Selected pages only — the full English and Persian guidelines stay with the client.
The guide covers positioning, voice, archetype, logo behaviour, typography (Omnes and Farhang) and colour in both languages.
Credits & status
Clear about the work.
- Existing umbrella logo: LingoPotentia
- Identity, guidelines, and supplied executions: Danial Hadizadeh