EF Kids & Teens | 2018–
EF Global Creative Studio EF Shanghai EF Global Franchise EF Architecture & Design
During this quarter-century, EF Kids & Teens has become the biggest and fastest-growing product for EF in China.
There has never been a dedicated brand identity for Kids & Teens — until now. For 12 months between 2018 and 2019, various Kids & Teens teams around the world collaborated with the Global Creative Studio to create a new way of doing things. This effort will help elevate the product’s status as the premier English learning platform for children and teenagers in China.
This is the new brand identity for EF Kids & Teens. It has been crafted from top to bottom, including a new logo, color palette, typographic approach and a new unique identifier: the building block.
Learning English with EF Kids & Teens means learning word by word, sentence by sentence — block by block. This is the concept for the new K&T brand identity.
This process of language learning is achieved by starting with EF Kids & Teens at age 3. By learning, playing and working towards building a metaphorical tower of knowledge, students graduate at 18 with expertise in the English language. While learning English with EF, children’s entire academic breadth grows, as they develop new skills, build their confidence and have fun.
The new brand identity reflects this idea of building a future that combines a desire to learn with an appreciation of playing. It is bold, bright, modern and flexible. EF’s international platform is a big draw for parents across China, Russia and Indonesia.
Each block within the EF Kids & Teens brand identity represents another learning milestone that children earn. By understanding grammar, vocabulary, reading, writing, listening and speaking, their tower of knowledge grows. The visual language is an umbrella brand that encapsulates four age groups (Small Stars 3–6, High Flyers 7–10, Trailblazers 11–14 and Frontrunner 15–18).
It works to tell the whole story of learning English with EF: As a young person grows through the different age categories, they build towers of knowledge.
The visual language for all of the products, campaigns and initiatives that exist as part of EF Kids & Teens is inspired by the new brand identity. They all work together to communicate the idea of a holistic learning experience for kids and teens — in the classroom, on the computer and in real-life situations.
We were inspired by mid-20th-century Scandinavian wooden toys for the main graphic device for the brand: the building block. This graphic hints to our European heritage.