- Consumer Tech
A brand to propel learning pioneers Memrise to x10 growth
Memrise is one of the world’s top three language learning apps. What makes it distinct from its competitors is its conviction that, because language is a living phenomenon rooted in human culture, learning goes far deeper than a functional accruing of words and grammar. This enriching aspect of language learning — making connections to new cultures that open up new experiences — is at the heart of what makes Memrise different.
With the ambition to become the world’s most engaging and successful learning app by 2021, Memrise invited Moving Brands to a three-month collaboration to clarify and develop a new brand that would build a lasting business advantage, break away from the competitors’ pack and place the enrichment of human experience at its core.
Expressing what Memrise believes
We were invited to work as close partners in the creation of a new, digital-first identity that expresses the brand’s belief that language learning deepens people’s life experiences — and is fun!
Memrise shared their expectation that the identity must convey to the world the company’s culture and values, acting as an enduring totem of who they are and where they want to go, providing direction and energy throughout their journey to growth and success.
We devised a process that was highly collaborative, kicking off with a series of workshops bringing us together with the Memrise product design, marketing and leadership teams. Moving Brands and Memrise designers then worked side-by-side four days a week, alternating between our studio and the company HQ.
The feedback process was fully transparent, with weekly meetings with the leadership team and regular crits with the Memrise working team. The Memrise design research team tested the creative work with potential customers to help inform decision-making.
Throughout the creative journey, we documented and shared progress on a blog accessible to all Memrise employees. We displayed the work-in-progress at Memrise and used online surveys ensuring everyone in the company could share thoughts and feedback and was engaged in the process.
Embodying the Memrise purpose in the logo
The logo embodies the Memrise purpose — ‘Enrich people’s minds to enrich their worlds'. Recognition is prompted by splitting the brand name over two lines in the wordmark. The dot of the i represents the individual’s mind, putting the user at the heart of the brand. It simultaneously represents the world — creating an unbreakable link between ‘enriching the mind’ and ‘enriching the world’.
The development of the brand was tightly linked with the product vision — ‘to create learning experiences so entertaining they feel like play’. The identity system is designed to project the Memrise brand values of being bold, empathetic and playful, supported through a warm and optimistic colour palette.
The development of the brand was tightly linked with the product vision — to create learning experiences so entertaining they feel like play. With this vision at its heart, the identity system is designed to project the Memrise brand values of being bold, empathetic and playful, supported through a warm and optimistic colour palette.
The graphic language conveys a vocabulary of movement and speaks to the fundamental brand idea of the connection between mind and world.
The illustration style, in static or moving content, shows how people’s lives are enriched by language learning. It can be used to highlight a learning experience or amplify an action or gesture. The kinetic type emphasises phonetics, helping users with pronunciation.
A real-world identity for a unique culture
By working in close partnership — and in each other’s spaces —we developed a real-world, digital-first identity that proclaims the company’s unique and upbeat culture.
Bright, positive and human, the new identity expresses Memrise’s vision for redefining the learning experience and gives it true distinction in the market.