The below brief is a bit long and I wanted to clarify some of our ethos which we hope to get across in the logo. Firstly, we want to be edgy -- we chose the name Dent even though it has a negative connotation because we want to own that, just as we embrace failure as a means of learning (this is a cornerstone of our education). Second, we focus on physical making and creation (think tools and products). Lastly, you should stay away from the following: books, graduation caps, and anything that is too flowery or positive (again, we want to set ourselves apart from normal education).
We empower students to be creative problem solvers through our hands-on curriculum based on design thinking, "making" (think tools and building stuff), and entrepreneurship. Through the experience of experimenting, learning from failure, iterating, and eventually building real solutions, students will realize their capacity to create real change and make a dent in the universe. In addition, we help companies innovate through our design thinking training and executive education programs. Thus, our target audience not only includes a range of students (from middle school to college) but also industry clients (from startups to Fortune 500 companies). We want the logo to appeal to this wide range but embody our ethos: creativity, building, making, failing, empowering, change, transformation, and growth.
We were inspired by the following Steve Jobs quote, which captures the type of transformation we seek to create through our programs:
“When you grow up, you tend to get told that the world is the way it is, and your job is just to live your life inside the world. To try not to bash into the walls too much, to try to have a nice family life, have fun, save a little money.
That’s a very limited life. Life can be much broader once you discover one simple fact.
That is everything around you that you call life was made up by people no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.
And the minute that you understand that you can poke life and actually something will, if you push in, something will pop out the other side. You can change it, you can mold it. That’s maybe the most important thing. Is to shake off this erroneous notion that life is there and you are just going to live in it versus embrace it, change it, improve it, make your mark upon it.
I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better cause it’s kind of messed up in a lot of ways.
Once you learn that you’ll never be the same again."
We want to follow Jobs' charge of making "a dent in the universe" and enable our students and clients to realize that _they_ have this ability to shape the world around them. We want to inspire them to become creative, confident agents of change.
Plus, Dent = design + entrepreneurship, the basis of our curriculum (though, we don't want to get too cute with "d.ent").
We acknowledge that the name "Dent" can connote negativity (e.g., denting your car), but we chose this name anyways as an opportunity to reclaim and reframe "dent" -- we love imperfections and think failure is an important part of learning.