Building something from nothing.

The key hurdle when approaching this rebrand was that Cengage had no previous corporate identity.

Instead, designs were based on the Higher Education business unit branding, which was meant to appeal to university, high school, and middle school markets. It was full of abstract shapes, brush strokes, and bright primary colors. It didn’t speak to the corporate identity of Cengage and left employees and users in other business units alienated.

  • Choosing Colors

    It all started with color. There wasn’t a brand color to build on, so had to start from scratch. Consideration was paid to both the competitor brand colors and the Cengage business units’ brand colors.

  • Brand Description

    The executive team had a clear direction they wanted to move the business in and the design had to reflect that. It should be sophisticated, minimal, and speak to Cengage’s investors and where Cengage is going.

  • Color Usage

  • Icon Library