GoSkills — Technology
Branding continuous self-improvement
Background
GoSkills is an e-learning platform providing software training courses. We were approached to rebrand their mark to graduate the company from its humble beginnings into a dynamic, bold and professional B2B and B2C service as their globally-distributed team grows.
Challenge
To begin the project, we first set-off on an exploratory phase of the current GoSkills brand. We discovered key threads to focus the exploratory stage of the rebrand.
The existing logo captures a traditional idea of learning through textbooks, but does not immediately translate into ‘the future of learning’. The existing brand colours are strong and one of the most recognisable parts of the current GoSkills brand.
— Existing brand lockup
Expression
During our strategy workshops with the GoSkills team, the idea of promoting ‘continuous self-improvement’ became a clear focus that the brand could focus on. This idea would help to push the brand into a future-focussed by looking further than traditional methods of learning and help focus the brand on a bigger idea that GoSkills can stand for, one of continuous self-discovery and improvement.
The logomark is designed to read as both "GO" and as an infinity symbol. We chose to keep the colour pallette unchanged as the yellow, white and charcoal are highly contrasting and unique within the e-learning industry. The last piece of the puzzle was to move to a lowercase wordmark.
Animations were developed to help humanising the GoSkills brand through responsive movement. As the brand mainly exists online, we designed the branding so that it could transform to and from the wordmark in a natural, fluid animation. The animations are used within course video introductions, and online within the responsive UI design.
“We gave BrandCraft quite a difficult brief - to create a new brand for our online education business which would be modern, meaningful and appealing to both our learners as well as our corporate clients. BrandCraft rose to the challenge with a robust design process and a very thoughtful approach to their work.
We are absolutely thrilled with our new brand and have only had positive feedback from our learners, corporate clients, partners and instructors.”
Bhavneet Chahal
CEO, GoSkills