Entrepreneurial School Branding
Development of the visual identity for the Entrepreneurial School, an initiative of CER Sebrae created to recognize educational institutions that promote entrepreneurial education through a national certification program.
Customer
CER Sebrae
Categories
Branding; Visual Identity
Tools
Illustrator; Figma; Photoshop
Year
2022
The brand needed to represent more than just an educational institution. It had to communicate a journey of transformation, collaboration, and innovation, capable of connecting schools, educators, and knowledge in a single ecosystem.
Context
The Sebrae Reference Center for Entrepreneurial Education (CER Sebrae) conceptualized the Entrepreneurial School Journey, a national program created to encourage schools across the country to incorporate entrepreneurial education as an institutional development strategy.
At the time of the project, the initiative only existed as a concept. There was no visual identity capable of communicating its value proposition, nor a graphic system to unify the future digital platform, the institutional materials, and the certifications granted to participating institutions.
The challenge was to transform an idea into a brand that conveyed innovation, active belonging, and purpose from the very first contact.
The Vision
Before starting the development of a visual identity, I like to understand how the creators themselves imagine the project they are building.
During the conversations with the Innovation team of CER Sebrae, qualities emerged that served as a starting point for the creative process. The new brand was to be perceived as:
Modern;
Gamified;
Aggregating;
Colorful;
Connected.
From this vision, I expanded the conceptual construction, also considering characteristics that dialogued directly with educational managers and with the proposal of the Journey, such as inclusion, community, co-creation, digital culture, and creativity.
These concepts began to guide all Design decisions throughout the development of the visual identity.
The Visual Identity
The visual identity was built to represent the Entrepreneurial School as a community in constant evolution.
The symbol is formed by independent geometric elements that, individually, can refer to students, books, school desks, or even programming blocks, establishing connections between education, technology, and innovation.
When gathered, these shapes construct a circular composition that represents collaboration, belonging, and the collective construction of knowledge.
This choice also meets a functional need of the program. Since the Journey culminates in the achievement of the Entrepreneurial School Seal, the symbol was designed to adapt naturally to circular formats, allowing the visual identity to be applied to certifications without losing recognition or consistency.
The color palette was developed from the colors already used by CER Sebrae and the Entrepreneurial School Radar, strengthening the relationship between the different initiatives and creating an integrated visual ecosystem.
The typography, composed of straight shapes and uppercase letters, reinforces attributes such as modernity, clarity, and solidity, balancing the institutional character of the program with its innovative proposal.
The visual identity began to guide all project applications, including the institutional Landing Page, the manager's platform, the administrative area, and the certification materials, ensuring visual unity across all the Journey's touchpoints.
