A global brand identity for a truly global audience
Grand Unified Design 4
The fourth iteration of the EF Education First brand identity guideline signified a huge leap forward in how design can work to push education into new realms across Europe, China and the U.S.A.
EF is here to help people communicate, experience other cultures and learn. Most of all, to understand one another. Because we believe it will take all people working together, across the globe, to solve the world’s problems and build prosperity for all. G.U.D.’s responsibility is to show every creative around the company how to communicate these ideals.
A brand's identity should communicate. It should say something about who we are and why we're here. Why are we here? We're here because we want to give humanity a chance. We may not always agree, but we can strive to understand one another. Everyone. And that takes getting outside your comfort zone. Taking a risk, exploring new cultures, learning a new language, breaking down barriers, and opening the world.
Our new identity communicates who we are. Not just 20% off or free two-day shipping. We give customers confidence as they venture into new places, new cultures, and new ideas. Reminding them that we've been blending academics with adventure for a long time. That we're authentic, utilitarian, bold. EF's identity is education in a backpack. Sure, the bag might change, but the role our identity plays doesn't. It communicates who we are.
A defining strategy for EF
EF’s G.U.D. 4 is preceded by a strategy layer that informs the entire thinking for the fourth edition documentation. EF had never before had this strategic layer as part of their identity usage guide. We worked to define this approach for EF over the course of 18 months alongside integral EF figureheads in London and Boston, as well as commissioning external agencies for input and concepts.
The EF Brand Philosophy
EF global product spectrum
Company Mission
Design Principles
Brand Positioning
Visual Identity Model
Core & Expression
Before this iteration of the G.U.D., creative teams around EF were forced to follow what was a strict set of narrow guidelines that tied every product into a similar visual direction. As part of the strategic approach, we were keen to develop a flexible platform that provided a consistent thread between all products, whilst keep room for individual expression.
The core / expression model works to align all EF products under a set of mandatory core elements, surrounded by an expressive layer that is relevant to the individual product marketplace. As part of the guide, we created an optional set of expression elements that can be used by any product at any time. Especially useful for quick and dirty, but on-brand, designs.
Core Elements:
Core element 1: The EF Logo
Core element 2: Typography; EF Circular
Core element 3: Product Lockups
Core element 4: Colours
Expressive Elements:
Expressive element 1: The Caps Lockup
Expressive element 2: The Dip
Expressive element 3: Flag Crops
Expressive element 4: Academicons
Actually printing a guideline document
Every identity guide I produce only ever seems to exist in PDF format. Version 1, version 2… and so on. But the G.U.D. 4 is different. We wanted to commit the guide to a printed format to communicate it’s ideas in the format itself, inspire the creative community within EF and establish a sense of authority. The guide is made up of individual booklets that can easily be swapped out as the visual language evolves over time, in a format that allows for new additions too.
EF Global Creative’s Clara Wiberg and I documented the printed piece being produced
The guide was printed in a first edition of 100 at Identity Print in London
gud.ef.design
Whilst the printed guide is the statement piece for the identity guide, the online version is the workhorse that creatives will more consistently use. It houses the most up-to-date information, news and assets for all things related to the G.U.D., and is a resource that is constantly being developed as individual products realise their individual rules and regulations.
gud.ef.design is only accesible to those with @ef.com e-mail addresses
A digital overhaul
As part of the EF Global Creative Studio’s G.U.D. 4 project, we rolled out a digital design system for the entire company. I provided creative direction and design assistance to ensure that methodologies that had been defined as part of the project remain consistent throughout the digital realm in EF.
The UI Design Kit lays the foundation to help designers within EF work together towards a user-friendly and beautiful digital EF experience. Having a shared global design language allows us to increase productivity, improve quality and create consistency within EF.
The rollout of the brand identity is ongoing today, all over the world. Between language products in Europe, English learning online and in-schools in China and with culturally immersive trips out of the USA, local teams are implementing the design systems the Global Creative Studio put in motion in 2019. Below are some examples I had a hand in during my EF tenure:
