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client
Super Humans College
year
2024
timeframe
7 Days
VISUAL IDENTITY
BRANDING
BRAZIL
Problem
Externado São Judas Tadeu was an established and recognized institution in the Guarulhos region, with a strong emotional bond with the school community. Following its acquisition by a new educational group, the school underwent a strategic repositioning process that included a name change to Colégio Super Humanos. The main challenge was to build a new identity capable of communicating innovation, holistic education, and a forward-looking vision, without losing the credibility, trust, and legacy built over decades. In addition, the new brand was required to make the institution's pedagogical proposal tangible—based on the academic, socio-emotional, and human development of the students—while positioning the school in a relevant way for new generations of families.
Solution
The rebranding strategy was built on a balance between continuity and transformation. To preserve the affective memory of the school community, the orange tone from the previous identity was kept but reinterpreted in a more contemporary style. In contrast, the introduction of turquoise green brought attributes related to innovation, human development, and future-connected education. The symbol was developed by integrating the initials S and H, representing Super Humans. Its organic design also refers to a passion for education and the student at the center of the learning process, visually translating the principles of holistic education adopted by the institution. The result was a modern, welcoming, and strategic visual identity capable of connecting tradition and innovation in a single brand narrative: We shape humans for the challenges of the future.
