E Plus

E PLUS is a leading provider of educational services in China, specializing in practical conversational English and diversity education for Chinese pupils. FutureBrand’s approach was about giving these children playful elements to interact with, within the visual system itself. Given the brand would be applied both in digital media and in physical spaces, we developed an E PLUS identity that came to life, inviting participation across channels, and communicating the role of sub-brands effectively.

In creating the identity, FutureBrand used the symbol of the brushstroke as a potent metaphor for ‘teaching and learning’. It's the brushstroke that transfers knowledge and creates new knowledge. Four coloured brushes are arranged in a cross to create a windmill, itself symbolising the ‘plus’ within the name. It communicates the depth of offerings and the story in the name, it is highly recognisable and reinforces perceptions of the service as a new, international approach to educational service provision. The brushstroke-and-plus device has been extended to a range of touchpoints to create a genuinely connected brand experience for children and their parents.