Based on the conducted research, a new brand identity was developed for Careerbase that would differentiate the company from its competitors and appeal to its target audience. The new brand identity includes a refreshed logo, colour palette, typography, and visual style that reflects the company’s modern, accessible, and personalised approach to online learning and development.

The new logo features a dynamic design that incorporates the shape of an upward-pointing arrow, symbolising the company’s focus on helping employees to advance their careers. The logo is set in a negative space that allows to include another element in it – the most simple of the shapes – square. It is also the base for additional visual elements of the identity, such as icons. The square, hidden in the negative space, creates an impression of the box that is a base of employees knowledge, that they would expand when using Careerbase.

This way the logo represents the structured and comprehensive nature of the courses and resources offered by Careerbase.

The colour palette of the new brand identity includes deep blue, red, light blue, and white. These colours were carefully chosen to reflect the professional and contemporary nature of Careerbase’s platform, as well as the simplicity of use. The use of blue and red, in particular, conveys a sense of trust & reliability, which are key attributes of Careerbase’s approach to online learning and development.

The new brand identity for Careerbase successfully works on behalf of the brand and speaks to the target audience. Is easy to use and implement internally.