Graphic Designer
[brand identity, digital, print]
2025
This conceptual brand identity was developed for Articulate Language Services, a tutoring service offering Portuguese, Spanish, and Russian classes to learners of all ages. The design balances professionalism with approachability. The brand is trustworthy and inclusive, yet playful and engaging.
At the core is the treatment of the letter ‘A’ in the logotype. Each ‘A’ takes on a slightly different form, referencing both Latin and Cyrillic scripts while symbolising the language-learning process: starting with uncertainty, making mistakes, experimenting, and gradually gaining clarity.
By embracing variation over uniformity, the logo reflects the human side of learning a language. It’s not about instant perfection, but about growth, persistence, and celebrating progress.