Pathway to Literacy
Pathway to Literacy is a program designed to teach reading and writing, helping individuals gain independence for life.
The Goal: To create a recognizable visual identity for the Pathway to Literacy program, developed by a team of educators in Indianapolis and guided by the Immigrant Welcome Center. The identity embodies the program’s essence—a foundational stepping stone that empowers adult English learners to progress and thrive.
Deliverables
▸ Discovery
▸ Brand Identity Design
▸ Typography
▸ Color Palette
Metaphor to Mark: Sharpening a Concept into a Bold Identity
A fuzzy Start Refined into Something Solid and Scalable.
The original mark had good intentions—but no structure. We kept the heart of the idea and rebuilt the system from the ground up: movement, growth, and education reimagined as a clean, scalable identity.
Original Brand Mark
Elevated Brand Identity
See How We Got Here
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Bold Simplicity, Built for Lasting Impact
The new logo distills the mission into a single bold shape.
It holds movement, literacy, and structure—designed for clarity at every size and built to represent the organization’s evolving vision.
01.
Discover
We started by listening—diving deep into the existing brand, its values, and how it was being perceived. The original logo, while meaningful to leadership, lacked visual clarity and scalability. It hinted at growth and movement, but didn’t quite land. Our goal was to understand what parts of that original intent were worth preserving—and what needed rethinking.
02.
Define
From those insights, we defined a clearer brand direction: one that reflected the organization’s educational mission and progressive spirit while feeling credible and modern. The new identity needed to hold up across print, digital, and community environments—simple enough to scale, but strong enough to be remembered.
03.
Develop
We transformed the original idea into a mark that communicated growth, movement, and literacy in a cleaner, more strategic way. The new symbol uses bold linework and a scalable form that works in both small and large contexts. It balances a feeling of momentum with trust, giving the organization a unified visual voice.
04.
Deliver
The identity system was rolled out across key applications—from signage to digital touchpoints—bringing consistency and clarity to the brand. Flexible enough for future growth and bold enough to make a statement, the new identity helps Pathway to Literacy show up like the impactful, forward-thinking organization it truly is.
Into The Work
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01 — Before the First Sketch
Discovery & Direction
Every good mark starts with a deeper understanding. We began by unpacking the existing logo—its intent, its limitations, and how well it was working (or not) for the people it represented. While the original pathway graphic hinted at progress, it lacked cohesion, clarity, and energy.
From there, we dug into the heart of the brand—its mission, values, and personality. The goal was to create something that felt friendly, dynamic, and welcoming.
The Idea of the “Path” and Letter P started to Form.
More Ideas starting to center around the Letter “P”
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Multiple Drafted Concepts
Emerged Concept
Final Mark
Equation of the Final Mark
02 — Design DNA
The Brand Elements
We created a visual system that’s clear, vibrant, and approachable—built to inspire confidence and progress. Balanced colors and structured typography keep it modern and accessible, while bright accents add energy and momentum, ensuring the identity supports forward movement.
Color Palette
Hues of blue and white are perfect for an educational, friendly brand identity as they convey trust, calm, and clarity. Blue represents knowledge and reliability, while white offers simplicity and openness. Together, they create a clean, welcoming, and inclusive design that fosters confidence and clarity for learners.
Typography
IBM Plex Sans Arabic Bold and Lexend are a strong font pairing for an educational, friendly brand identity. Lexend enhances readability while IBM Plex Sans Arabic offers a modern, professional yet approachable fee. Both fonts are versatile, ensuring clarity across digital and print media, and work together to create a welcoming and friendly energy.
03 — Finalizing The Mark
A Symbol with Purpose
The original mark for Pathway to Literacy aimed to show progress but lacked cohesion and scalability. As the program grew, it needed a stronger identity—one that captured its mission with clarity and confidence. The new symbol transforms the letter “P” into a pathway of stacked book spines, moving upward with intention. More than a letterform, it’s a beacon of literacy as a journey—readable, scalable, and built for digital and physical platforms. This redesign wasn’t just a refresh, but a statement of clarity, purpose, and future impact.
The Old Mark (Before)
- Intent: Represented literacy as a zig-zag path with hexagons for stages of learning.
- Issues: While the intent was clear, the design was overly complex and lacked a cohesive visual system. The irregular path felt disjointed, and the visual metaphor didn't translate well at smaller sizes or in print.
- Limitations: The mark didn’t scale cleanly, lacked recognizability, and felt dated. It functioned more like an internal diagram than a public-facing identity.
The New Mark (After)
- Strategic Shift: The new logo embodies clarity, energy, and forward motion. The symbol draws from the letter “P” for “Pathway,” abstracted into parallel vertical lines that nod to progression, books, and momentum.
- Symbolic Strength: The form is clean and contemporary while still warm and inviting. The circular enclosure creates a sense of wholeness and direction—bringing cohesion to the brand’s purpose.
- Modern Utility: Designed with versatility in mind, the new mark is instantly recognizable across print, digital, and signage. Its simplicity ensures legibility at every scale, while the gradient adds a vibrant, youthful edge.
- Message Shift: What was once a visual roadmap is now a bold, unified identity that signals movement and possibility.
Identity Applied
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04 — Project Impacts
Brand Elevation Impact
The rebrand positioned Pathway to Literacy with a clear, confident identity—building recognition, unifying its message, and setting the foundation for expanded impact in the community.
01
▸ Clear Brand Foundation
Built an identity that communicates clarity and accessibility—capturing Pathway to Literacy’s mission.
02
▸ Storytelling Through Design
Transformed complex ideas into a simple, compelling visual system that connects with both children and educators.
03
▸ Scalable & Flexible
Created a logo and brand elements that work seamlessly across print, digital platforms, signage, and learning materials.
04
▸ Stronger Presence
Positioned Pathway as a trusted, modern organization that resonates with parents, volunteers, and partnering schools.
05
▸ Unified Visual Language
Established consistent typography, colors, and iconography to elevate professionalism and strengthen credibility.
06
▸ Ready to Grow
Set a foundation for future programs, partnerships, and outreach, enabling Pathway to confidently expand its impact.
Client Testimonial
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Mary Leier
IWC Development Manager
"He was kind, professional, easy to work with and flexible! I am grateful for his dedication to ensuring the vision for our project was realized. Thank you Gahrrett!"
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