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Case Study — Brand Identity & Guidelines

Skylark Learning Identity System

A refined visual identity for a children's educational brand. The project includes a light, uplifting logo inspired by a skylark, a custom wordmark, and a signature turquoise color to create a strong, unified shelf presence. The system balances premium aesthetics with softness, reflecting the brand’s expertise and gentle approach to early learning.

Branding Identity Graphic design
Tools & Resources
Adobe Illustrator, InDesign, Photoshop
Turquoise Skylark brand book spreads and packaging laid out in a diagonal grid, with the bird mark and the Umnitsa (Умница) wordmark

Design Objectives

Develop a new logo and visual identity for Skylark Learning, with a strong focus on creating a unified "color spot" to ensure brand recognition on store shelves. The main objective was to convey the brand’s premium quality, uniqueness, and expertise in children’s educational products.

Moodboard: a little girl running through tall summer grass with her arms open, next to a skylark in flight against a blue sky

Higher still and higher
From the earth thou springest
Like a cloud of fire;
The blue deep thou wingest,
And singing still dost soar, and soaring ever singest.

To a Skylark, by Percy Bysshe Shelley

Creative Process

The design process began with identifying the core values of the brand — lightness, freedom, and trust. Drawing inspiration from the company's original symbol, the skylark, I developed a graphic representation of the bird in flight, aiming to capture the feeling of upward motion and openness.

The original Skylark Learning Cambridge logo: a round badge with a hand-drawn pink bird and the name around it

Before

The company's original symbol was a skylark, and the goal was to graphically depict a bird in flight, soaring upward. The aim was to convey a sense of flight and freedom.

After

The resulting logo turned out light and fresh, and a unique "Skylark" inscription was also developed, which successfully complemented the symbol with its soft shapes.

The new Skylark Cambridge logo: a turquoise skylark in flight above a soft, rounded grey wordmark
Logo construction principles on turquoise: the bird mark and wordmark on a grid, with the compact and simplified versions

A custom logotype "Skylark" was crafted to complement the bird mark, using soft, rounded forms that reflect the gentle and nurturing world of children. The logo construction followed precise geometric guidelines to maintain visual balance and scalability across formats.

Primary colour palette: Turquoise Skylark, Smoky turquoise and Morning turquoise, with Smoky grey and white, each with CMYK, RGB, Pantone and HEX values

The identity system was expanded with a simplified logo version for smaller applications and a custom brand pattern, designed for packaging and promotional materials. The pattern subtly incorporates elements of the logo to reinforce recognition without overpowering the main visuals.

Branded pattern page: rows of small skylarks in light and dark turquoise, shown on a round sticker and as background panels

Outcome

The final identity system features a light and fresh logo paired with a unique turquoise color, now a core brand element. This color functions as a consistent visual cue across all materials, symbolizing calmness, elegance, and the delicate nature of childhood. The cohesive system enhances brand recognition and positions Skylark Learning as a premium, expert-driven company in the educational market.

Credits

Company
Skylark Learning
Role
Creative & graphic designer
In collaboration with
Marketing & Development team