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New Logo and Identity for iMentor by Hyperakt
 

before

after

Noted Aug. 8, 2016 by Armin

Industry / Education Tags /

About

(Est. 1999) “iMentor builds mentoring relationships that empower first generation students to graduate high school, succeed in college, and achieve their ambitions. Students work with their mentors one-on-one, in-person and online, to develop strong personal relationships, nurture a college aspiration, navigate the college application process, and build critical skills that lead to college success. Since 1999, iMentor has connected 11,000 students with mentors, through our partnerships with public high schools in New York City, Chicago, the Bay Area, and nonprofits nationwide.”

Design by

Hyperakt (Brooklyn, NY)

Related links

Hyperakt project page

Relevant quote
The logo is a bridge between the old and the new, a succinct distilling of what iMentor stands for: harnessing the power of one-on-one mentoring to improve college graduation rates.

The creative team continued to build on the strategic positioning and logo through emotive photography, iconography, and illustration. The resulting brand is a celebration of the impact of one-on-one mentorship.

Hyperakt project page

Images (opinion after)
New Logo and Identity for iMentor by Hyperakt
Logo concept.
New Logo and Identity for iMentor by Hyperakt
Logo detail.
New Logo and Identity for iMentor by Hyperakt
Extensions.
New Logo and Identity for iMentor by Hyperakt
Icons.
New Logo and Identity for iMentor by Hyperakt
Business cards.
New Logo and Identity for iMentor by Hyperakt
T-shirt.
New Logo and Identity for iMentor by Hyperakt
Ads.
New Logo and Identity for iMentor by Hyperakt
Annual report.
Opinion

The old logo was an abomination with far too many wrongs to point out but its biggest problem was that it was completely meaningless, generic, and it kind of drained away any potential meaning from the word "mentor" in the name — iMentor, btw, is such a 1999 name it hurts. The new logo cleverly turns the academic cap into a cool icon that can stand on its own and serve as the beginning of the logo. The very first seconds I saw the logo I thought it was just an "i" in a tilted square and I thought "Meh" but then it was more like "Duh", it's a graduation cap! I like that it's not evident right away. As a full logo, it's slightly awkward in that the "i" gets too far away from "mentor" and it's not as quick a read but it's interesting that the single-color application eases this issue. The applications are nice and I especially like the instances where the "i" icon is shown multiple times, scaled and rotated, as if they were caps being thrown in the air. Overall, the mission of the organizations deserves a logo and identity as good as this, graduating from its previous trainwreck of a logo.

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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