Branding agency Fabular, headed by Anja Bauer Minkara, member of the jury for awarding international awards 2018 REBRAND 100® Global Awards, created the rebranding strategy for the largest Croatian private educational institution Algebra. With its new story and new visual identity, Algebra has marked its 20 years of operation and is becoming synonymous with the spark that motivates all of its students.
“The backbone of our story is the desire that Algebra’s students find what they love to do and to become excellent at it. We dubbed the entire process with a single word, ‘spark’, because spark in itself contains emotion and association with intelligence, light and desire for excellence, and we have highlighted it with a new slogan: Be excellent at what you love. Spark,” said Anja Bauer Minkara.
The biggest challenge was to solve the unclear brand architecture of Algebra because the programs were visually divided into two extensions, the “blue” that referred to higher education and the “orange” that concerned adult education. Such division has caused problems in communicating educational programs and launching new products and acquisitions.
“We introduced the Branded House architecture model where all the extensions and programs are under a strong patronage of the umbrella brand, which is in line with the trends followed by all major world universities. We have created a clear emotional story that is equally relevant to all Algebra target groups – from elementary school pupils, over students to lifelong learning program participants,” concluded Anja Bauer Minkara.
Based on Fabular’s brand strategy, Studio Sudar has created a new visual identity for Algebra. The logo is a stylized letter A that reminds us of the open book page, thus symbolizing learning, continuous growth and progress, and through its color it communicates energy, passion and spark.
It is important to emphasize that rebranding is carried out with a unique methodology of 8 brand ingredients, and it is a list of ingredients needed to make the brand progress. This simplifies the process of brand building and creates a “formula” that gives the brand a stronger purpose, leverage and market impact.
