Awards recognise Pearson’s transformation to single purpose company with 100% focus on education
NEW YORK - October 27, 2016: Pearson, the world's leading education company, has won five awards - three golds, one silver and Best Overall Visual Identity at The Transform Awards, which celebrate transformational brand development.
Pearson won awards in four categories, picking up gold for Best Use of a Visual Property, Best Brand Evolution and Best Visual Identity from the Education Sector, silver for Best Internal Communication during a Brand Development Project and Best Overall Visual Identity.
At the ceremony in New York on October 26th, the judges noted: “With the interrobang as its leading image, Pearson has maintained its crucial link with its literary roots. Yet, the sense of intrigue it has successfully created about the digital future toward which the brand is headed makes it a worthy recipient of the ‘Best Overall Visual Identity’ award”.
The rebrand launched in January, to underpin the company's transition from educational print publisher to digital and services-led learning business focused on fewer, bigger opportunities in global education.
Karen Starns SVP Global Marketing at Pearson, said: "Our brand is an important anchor for the company, so we've brought it in line with our business strategy. Pearson is now 100% focused on education, and our new brand helps us communicate our mission of helping people make progress through learning. Investing in the brand is investing in the future of Pearson.”
The Pearson brand team worked closely with lead creative partner Together Design to create a flexible solution that captures the joy and inspiration of learning, building on Pearson's heritage as an educational publisher yet representing a modern, accessible brand to underpin the company's digital future. The new logo takes inspiration from the interrobang, a combination of the question mark and exclamation mark, representing the joy and excitement of learning.
The resulting work rethinks the Pearson master brand moving the company from a House of Brands to a Branded House. The project encompasses a new approach to brand architecture and strategy, the development of a vibrant and practical new identity, and its expression across a wealth of materials including guidelines, new branded assets, templates and merchandise for the launch and beyond.
The company employs more than 35,000 staff in 70 countries worldwide and engaging them has been key to the success of the early stages of the brand rollout. Due to the focus on internal engagement, early feedback has been encouraging. In a recent survey 60% of employees reported that the new brand makes them feel more proud to work at Pearson and better able to understand and articulate Pearson’s story.
Rebecca Sinclair, VP Brand at Pearson, said: "Internal advocacy has been incredibly important, and we've worked hard to get our employees on board, with brand engagement events all over the world and comprehensive guidelines that enable effective implementation of the brand by our employees worldwide."
The ongoing, two-year global brand rollout incorporates a large range of rebranded channels, products and services from Pearson's portfolio with the implementation of the project due to complete by 2018.
Together Design is a brand design agency that brings energy and personality to brands, helping them better connect with people.
Pearson is the world’s learning company, with expertise in educational courseware and assessment, and a range of teaching and learning services powered by technology. Our mission is to help people make progress through access to better learning. We believe that learning opens up opportunities, creating fulfilling careers and better lives. For more, visit www.Pearson.com.
Laura Howe (US)
Tom Steiner (UK)
+44 07787 415 891