In education, it can carry some negative associations, like marked-up tests.
Creative studio newkid rebranded Primer, a network of teacher-led schools, around the concept of 'building blocks' to reflect foundational learning and future readiness. The identity combines a modular grid inspired by graph paper, the Sirca and Söhne typefaces, and a confident wordmark punctuated by a full stop. Real students were photographed by Luis Mora, and the launch film centers on a student reciting the brand manifesto, reinforcing Primer’s belief in authentic, child-centered education.
The Brand Identity interviews Greg Durrell, founder of Vancouver-based studio Tomorrow, about the studio’s modernist philosophy and its focus on clarity and essentialism in design. The conversation explores Durrell’s journey from creating the documentary ‘Design Canada’ to leading Tomorrow, highlighting recent projects such as Geosource Energy’s rebrand, the Design Vancouver Festival identity, and the Invictus Games 2025 collaboration. The piece coincides with Tomorrow’s refreshed website, developed by Paul Lapkin on Framer.