Macmillan Learning Visual Identity Redesign

Macmillan Learning has retained its position as an education leader by transforming from traditional publisher to modern edtech innovator. It expanded its portfolio to include a new high school division, personalized learning and assessment tools, greater accessibility options, and more to deliver an integrated ecosystem of digital platforms, instructional content, and learning science research, all in service of its mission to enable “Boundless Learning” for students and institutions. Yet its visual identity was created for a company and a learning landscape that, essentially, no longer exist. Although the division became a distinct brand years ago, its identity continued to mirror that of its parent, trade book publisher Macmillan. Among other disconnects, the identity suggested physical books and the linearity of print learning, rather than the dynamic multi-faceted approach of modern edtech.
We designed a vibrant new visual identity and a cohesive brand system, including a comprehensive logo suite, asset libraries, color, typography, and a fully updated style guide. The new system communicates boundless learning, multidimensionality, and growth, while maintaining existing brand values of quality and reliability. Its core is a radial mark, symbolizing knowledge radiating outward, diverse learning pathways, connection, and growth. The identity includes intuitive guidelines for uniform application across current and future company divisions and is effective across all formats. Overlapping colors and an elegantly straightforward font complete the identity, suggesting collaboration, inclusiveness, and logic.
The Macmillan Learning team was thrilled with the strategic creativity and overall look and feel of the new system. “Our new look is more than just a design change. It captures what we know to be true: that learning is dynamic, expansive and deeply human. At the heart of learning is possibility. And possibility has no boundaries” (Susan Winslow, CEO, Macmillan Learning). We are proud to have contributed to the brand’s ongoing success as an innovative, inclusive, and inspiring leader in the evolving educational landscape.