Opportunity Education (OE) underwent a shift in 2017. Formerly an organization primarily focused on overseas classroom aid, OE began throwing its efforts into to redefining what education should be, on a global scale. Rather than distributing educational materials that aged quickly to classrooms that weren't able to use them to their full potential, OE began research and development of a unique curriculum and methodology for more effective, active, project-based learning from the ground up, then built apps to support and deliver them.
While the shift was big, the organization's heart and sense of purpose was the same as the day it was founded, with a clear vision to help young people empower themselves to achieve their dreams. A repositioning and rebranding effort needed to honor that foundation as well as look ahead.
The new OE logo is a maturation of the former OE eight-pointed star, representing aspirations. The star is positioned so that positive and negative shapes point inward and outward, symbolizing the growth OE fosters in individuals and communities, academic growth and personal growth.
In my creative brief, I outlined several self-imposed requirements including paying tribute to the organization's rich legacy and the mark that had remained nearly unchanged for well over a decade. I focused on and drew inspiration from the original eight-pointed star, representing aspirations and the drive to follow them — a value at the heart of the organization. The new mark honors this idea and introduces a more versatile, scalable shape, fewer boundaries, and a more energetic color palette, fitting with the active style of learning the organization creates for the world.
In a later phase of the rebranding effort, I worked with a copy editor to create a comprehensive style guide to align the organization around common language, ensuring our brand was represented appropriately and consistently across all communications. See the complete guide here.