Graphic Designer
[identity design, branding, digital, print]
2025
This is a conceptual brand identity for Articulate Language Services, a tutoring service offering Portuguese, Spanish, and Russian classes for learners of all ages and backgrounds. The design aims to balance professionalism and approachability—to feel trustworthy and inclusive, while also playful and engaging.
A key element of the identity is the treatment of the letter ‘A’ within the logotype. Each ‘A’ appears in a slightly different form, loosely referencing both Latin and Cyrillic writing systems while also symbolising the process of learning a language: starting with uncertainty, making mistakes, experimenting, and gradually refining pronunciation and expression. This visual journey mirrors the path students take toward fluency—where articulation develops step by step, leading the student toward clarity and confidence.
By embracing variation rather than uniformity, the logo reflects the human side of language learning: it’s not about instant perfection, but about growth, persistence, and celebrating progress along the way.