Athletics, a prominent design firm, has recently unveiled a new brand identity for the XQ Institute, a leader in reimagining high school education in the United States. Originally initiated by the Emerson Collective in 2015 with a $50 million project, XQ has been at the forefront of educational innovation. Athletics' role was pivotal in shaping an identity that reflects XQ's expansion and maturation.
The new logo epitomizes smart, streamlined design. Built on precise geometry, the X transforms into a plus sign, symbolizing collaboration and positivity – core values of XQ. This transformation aligns seamlessly with XQ's mission of collective effort in educational transformation.
In tandem, Athletics collaborated with Displaay, a renowned type foundry, to create a bespoke version of Teodor Light for XQ. This custom typeface includes hand-drawn characters, providing a unique flair for headlines and key communications, further distinguishing the brand’s visual language.
Photography plays a crucial role in this new identity, capturing genuine high school moments. These images offer a dynamic representation of the XQ experience, encompassing the full spectrum of high school life.
Central to the rebranding is the optimization for mobile engagement. The new XQ website accommodates diverse story formats, from succinct updates to in-depth articles. This flexibility empowers XQ staff to effectively communicate across various content lengths, essential in today's digital landscape.
The brand system's adaptability extends beyond the digital realm. It thrives in physical and experiential contexts as well. "XQ in a Box," a cornerstone of XQ's digital transformation strategy, exemplifies this versatility. It serves as both a tangible toolkit for high schools and a comprehensive digital platform.
Conclusively, Athletics has equipped XQ with a versatile suite of visual tools. These tools are designed to stir excitement and foster a sense of communal action. They underscore the diversity of perspectives and ideas within the XQ community, encapsulating the essence of this innovative educational movement.
Branding and visual identity artifacts
For more information make sure to check out Athletics’ website.