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the king’s speech

Background

“The King’s speech” is a public speaking school, which helps people from all walks of life, including public speakers, negotiators, bloggers and broadcasters, boost their oratory skills. Some of the students are there to improve their public speaking skills for their own enjoyment.

The school’s organizational and marketing processes as well as classes are well structured. The methodology and the teachers are definitely among the school’s key assets.

Old logo
These layouts look like they represent different schools, even though they were actually made for “The King’s speech”
All the brand personality traits you can grasp from the video — calmness, friendliness, honesty, and openness — had to be conveyed in the new brand identity

Brand
personality

To understand the key features to be reflected in the design, we have to define the brand personality. To that end, we interview the client in as much detail as possible and carry out an in-depth study.

Based on the results of the briefing and the study, we’ve singled out the following features:calm restraint, high- tech effectiveness, aristocratic dignity.

We were inspired by the sound of the human voice
By the stories of the school’s students

During conceptualization, we realized that the image of a sound wave would be the most suitable.

Searching for the right option

Despite its simple abstract form, the image of a sound wave is easily recognizable even in its miniature version, unlike the original crown.

The final version

Different options were put to the test. We tried to visualize a wave, a voice, a clear direction. We also tested specific images to see how they would fare in different layouts and formats.

At the stage of conceptualization, we realized that we would work without shades and gradients

the Concept

Taking into consideration the client’s wishes and the need to enlarge the logo, we thought it would be a great idea to add the company name in large print to the logo, making it clear and visible.​​​​

The font used in the logo emphasizes the idea of the plasticity of spoken words. The icon imitates the shape of a sound wave and at the same time references the images of a crown and a star.

Pattern 1

Color is important for the integrity of brand perception. To that end, we have enabled changing the opacity of the colors from the main palette to create additional shades. These shades can be used in building interfaces and illustrations.

Pattern 2

The branded graphics play with the various types of communication in the modern world—offline public performances, online chats, and voice messages.

The composition can be changed depending on the design purpose — for example, simple geometric shapes can be added to it.

Pattern 3

Graphics can be used in settings which require visual differentiation of layouts — for example, on social media.

Also, in order to design the branded graphics, we used the sound wave form from the logo, but with less acute peaks. This form can be taken apart, and other shapes can be built on its basis.

Pattern 4

We used the TT Firs Neue Sans Serif typeface from TypeType. Thanks to it, the typography became airy, yet geometric and eye-catching. Thus, it developed a stronger “personality”.

Regular font - for subheadings and texts
The TT Firs Neue Medium - for headings

Brand book and implementation

After working out the brand identity, we outlined the rules for its use in the brand book and implemented them in the layouts.

Each layout uses the logo as well as its elements, reflected in all kinds of formats.

The most important thing is that we have developed a system that allows for natural use of the brand identity in a variety of settings without destroying the unity of branding.

Results

As a result, we have developed a meaningful brand design that meets all the goals of the client. The branding components are interconnected and scalable for different tasks and formats.

We have also provided specific implementations for different settings and formats, where the branding of “The King’s speech” could be used today or in the future.