K5 Learning is a start-up company building a web site which will offer online reading and math learning and enrichment programs for kids from Kindergarten through grade 5.
The award winning lessons are animated, highly interactive and engaging; but are not “edutainment” or games. The program is easy to use and focus on independent learning, meaning that parents don’t have to organize lesson plans or sit with their kids to go through the materials.
The benefits are:
- K5 will help your children learn at their own paced and excel in school
- K5 minimizes time commitments by parents
- 24/7 availability fits into all schedules
- cheaper and more convenient than human tutoring
The principal target audience is parents (especially mothers) of children from preschool through grade 5.
The target demographic is middle class or professional families across North America who are reasonably comfortable with technology and have a computer and high speed internet access in their homes. At least one of the parents would typically have some post-secondary education. Their kids attend public, charter or private schools.
Our target parents have a strong belief in the value of education and have high aspirations for their children. However, most of them will not have the time or energy to consistently organize materials and study with their kids themselves.
The other audience is the students themselves, typically from preschool age through grade 5, boys and girls. Most of the time the students will be using lessons which are unbranded (i.e. no logo). The logo design should be targeted more at the parents than the kids.
Secondary audiences are teachers, school administrators, tutors and out of school educational professionals, who may be potential partners to K5 Learning.
We need a fresh new logo and color scheme, with two to three different executions of the color schemes tha we could choose from.
The ideal logo would do one or more of the following: i) make clever use of the brand name, ii) make some sort of visual connection to children and/or education, and iii) give a sense of achievement without a sense of competition.
There are many web sites offering “edutainment”, educational games, and “fun” activities, typically with rather garish colors and a child orientated approach. We are positioning ourselves as a much more serious educational site with the overall look and feel aimed at the parents as opposed to the kids, so think sophisticated rather than kitshy.
The personality attributes of K5 Learning are:
– Self-motivated, enterprising, achievement orientated
– Safe, protected, riskless, unharmed, reliable, solid, sound, assured
– positive, spirited, enthusiastic, indefatigable
– Devoted, dedicated, committed, thoughtful
– Engaged, approachable, friendly, helpful, sincere.
The colors / size should be consistent with placement on a modern adult orientated web site with high usability.