Lang Kingdom

A kingdom of language needs a resident who can speak.

Client: Lang Kingdom
Industry: Technology & Software
Services: Brand Identity Design, Logo Design

Overview

Lang Kingdom is a platform for learning English online and offline, so people can study anytime, anywhere, at a reasonable cost.

The goal of the project was to build a distinctive identity for Lang Kingdom: dynamic and modern like a learning platform, yet conveying trust and stability. The identity system had to be different, easy to recognize and consistent at every point of contact with users.

Idea

What did the brand want to say?

The animal that communicates best

FreshBrand started from the brand’s attributes (a creative spirit, a witty and approachable personality, smart and flexible language) and then looked for an image that could carry them all.

The parrot was chosen: familiar and well loved, intelligent, a skilled communicator, quick, and as vivid as the colorful natural world.

Symbol

How did the idea take shape?

From a sketch page to a parrot

Dozens of hand sketches searched for the shape of the parrot, which was then rebuilt from simple geometric blocks: a blue body, an orange head, yellow wings and a green leaf. The parrot takes many poses (flying, perched, looking back) so it can serve as a mascot in many different situations.

The LANG KINGDOM lettering was drawn separately, angular and solid, to balance a symbol rich in color.

System

How is the identity kept consistent?

Five colors, one parrot

The palette comes straight from the plumage: orange, yellow, green, sky blue and deep blue. The logo has versions for light, dark and colored backgrounds; the parrot is multiplied into a pattern and reduced to a phone app icon.

Applications

Where does the brand appear?

From business card to screen

On business cards, letterhead, paper cups, uniforms and computer screens, there is always a large field of color and a parrot looking out. The system is playful enough to draw learners in and tight enough to hold their trust.