Graphic Designer and Branding Consultant

Benz Tutoring stands out by prioritizing authentic, enjoyable learning experiences that build lifelong confidence. Unlike traditional tutoring services, Benz Tutoring avoids rote memorization and academic pressures, focusing instead on empowering Korean youths with conversational English skills for real-world situations. The aim is not just to teach English but to instill confidence and a love for learning that lasts a lifetime.

Benz Tutoring serves Korean youths aged 3 to 16, a critical period for language acquisition and confidence building. By targeting this age group, the brand aims to foster a strong foundation in English proficiency during the formative years, enabling students to thrive in diverse, global environments.

A Brand That Feels Inviting and Fun Benz Tutoring’s target audience is Korean youths and their families, seeking an approachable and encouraging educational partner. The brand aims to create a clean, modern, playful visual identity that resonates with students and their parents. From the first interaction, Benz Tutoring seeks to make students feel at ease, inviting them into an uplifting space where learning is both enjoyable and impactful.

The client envisioned a clean, approachable, and fun brand identity that would make students feel comfortable and invited. The goal was to move away from traditional, overly academic symbols and create a visual identity that reflected the joyful and supportive learning environment Benz Tutoring offers.

To align with the brand’s mission, the chosen color palette is purposeful and meaningful.

Purple, a bold and dynamic color, symbolizes wealth, success, and comfort. It reflects the transformative opportunities Benz Tutoring provides and the sense of accomplishment it instills in students.

Complementing this is yellow gold, symbolizing success, optimism, and the value of investing in a brighter future.

Together, these colors create a vibrant, inviting, and professional aesthetic, aligning with Benz Tutoring's commitment to nurturing growth and achievement.

The logo combines simplicity with a playful aesthetic:

Font: A fun, easily legible font ensures clarity for both native and non-native English speakers. The approachable lettering fosters a sense of accessibility.

Symbolism: The design element above the "I" in "Tutoring" can be interpreted as both a star and a flower. In Korean culture, stars symbolize aspiration, while flowers like the peony and sunflower represent happiness and success. This dual interpretation aligns with Benz Tutoring’s mission to cultivate joyful, confident learners.

Avoidance of Academic Tropes: Deliberately steering clear of symbols like graduation caps or scrolls, the logo reflects the brand’s focus on conversational English for daily life, not just academic purposes.

The new visual identity communicates professionalism, inclusivity, and a sense of fun, ensuring that Benz Tutoring appeals to its young audience while reassuring parents of the brand’s quality and credibility. This cohesive branding strategy positions Benz Tutoring as a trusted partner in helping students achieve their language goals and grow into confident global citizens.

Since this is an ongoing project, more digital assets will be added to this portfolio in the future. More exciting things are coming, stay tuned...