Scandlearn Identity

360 Branding

Logo Design

Social Media

Art Direction

The identity is all about merging elegance, innovation, and style into a seamless experience. Explore the logo using a custom font that flows like the latest runway trends, capturing the essence of what a Fashion Week is all about. The colors — earthy burgundy, deep midnight blue, muted gold, electric green, and sky blue — create a palette that feels both naturally grounded and boldly vibrant.

In essence, AFW’s identity isn’t just about looking good; it’s about embodying the glamour and creativity that make fashion so captivating. Whether you’re a fashionista, an industry pro, or just someone who loves style, this identity promises an unforgettable experience.

Brief

Scandlearn, one of the world’s leading e-training providers for the aviation industry, offers a comprehensive library of over 60 courses tailored to flight and cabin crew, ground staff, management, and technicians. Their mission is to deliver high-quality, compliance-driven training that stays current with the latest regulations.

They sought a cohesive identity to unify their diverse content while maintaining adaptability across various formats. With a strong affinity for the hexagon shape, the challenge was to create a distinctive, global brand identity that could seamlessly scale across all platforms, reinforcing their innovative and forward-thinking approach.

Strategy

They needed a bold and cohesive brand identity to truly reflect their expertise in aviation training. Our first goal was to create a structured grid system that seamlessly organised their course materials across all platforms—online content, print, and out-of-home advertising. By developing a clear visual language, we crafted a unified identity that not only communicated their authority but also gave their brand a distinctive presence in the industry.

Approach

To build the visual identity, we centered on the brand concept of Fashion + Innovation. We used a blend of typefaces: a Didone-style bespoke font for the acronym (AFW) and the classic Helvetica for the year. This contrast highlights fashion’s elegance alongside modernity, representing the passage of time within the logo to enhance the brand’s story. The visual cut in the year extends to other identity elements, like photography, creating a cohesive and solid visual language.

Visual Elements

Building on these elements, we expanded AFW’s visual language by focusing on the core shape of the logotype and incorporating new elements derived from fabrics and nature photography, transformed into pixel patterns. This evolved into a graphic system that combines type shapes and pixel patterns, echoing the forms of the logo and the essence of fashion.

The half-cut construction of the year (in the logo) is mirrored in the photography system, reinforcing the visual concept. Additionally, subtle rectangles balance soft curves with pixel depth, creating a cohesive and sophisticated visual identity.