We recently repositioned the brand of AAT course provider, Eagle Education. Set up as a small family run business in 2002, Eagle have grown to become one of the biggest AAT distance course providers in the world. Despite a global reach, they offer a level of trust and belonging unrivalled amongst other providers. This commitment to caring for each student was key to how we approached the rebrand.
The previously austere logo mark of an eagle’s head really didn’t communicate Eagle’s purpose and values. We focussed instead on where an eagle is most caring for its young and introduced a new mark based on a nest.
It’s in the nests that eaglets learn to hop around and try out their wings before building up the confidence and ability to take flight. There were a lot of similarities in how Eagle nurture their students, readying them to go out and make a splash with their new found confidence and qualifications.
While primarily based on a the nest, the logo also subtly references symbols more commonly associated with education – open wings and an open book – making the new direction feel like more of a natural progression.
Making the decision to change career or go back into education can be daunting, and we really wanted to get across the feeling of soaring joy students get once they pass their exams.
A positive, empowering tone of voice really helped to express this excitement.
Key in helping Eagle express their personal touch, as well as reliable, trustworthy and price-competitive course, was revisiting their previous colours of deep red and navy blue. We kept variations of these, while also expanding the palette to include brighter, more engaging and more welcoming tones.
The network of lozenges that make up the logo mark also allowed us to play out the brand across all print and digital touch points. This really gives Eagle ownership of their communications, with dynamic and engaging graphics.
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