Here is a behind the scenes look at the brand design for Krista King Math created in collaboration with Spruce Rd.
Krista King Math is an online math tutoring resource that teaches you math in a non-math way your brain can actually handle. Through online videos and courses, Krista walks you through techniques that will make everything from math fundamentals to calculus easy to learn and fun. Her motto for teaching is that "math is hard, but it shouldn’t get in the way of achieving your dreams."
In the beginning, we learned a lot about Krista King Math. We wanted the brand identity to reflect the fun approach to learning math that Krista brings to her tutorials. The design also needed to appeal to a large target market that consisted of both male and female aged 15 - 40, who were looking to either pass a class, keep their grades up or just needed a better foundation in math.
The goal of the design was to create a visual presence that was not only modern, playful and personable but that also felt welcoming and professional. This vibe can be seen in the branding mood board below.
After the discovery phase, I began sketching ideas for the logo and icons.
The primary logo was created by using a mix of two modern fonts. The customized rounded script emphasizes the personable nature of the brand in a fun and charming way. Highlighting Krista's name makes the brand feel more relatable because people are more attracted to following or buying from other people.
Secondary Logos & Icons
The secondary logos and icons allow for brand flexibility. These brand elements add a playful side to the modern brand. The illustration style of the calculator icon encompasses the simple, fun, and approachable vibe that is seen in the math tutorial videos. The “k+” icon is a witty play off an “A+” since one of the main goals of the business is to help students improve their grades.
Overall these elements convey a modern and playful brand that will appeal to all ages of students who come to Krista King Math to conquer their struggles with learning the subject.
When it came to color, we selected a palette of warm and calm colors that gives the brand a simple but charming feel. The palette attracts both men and women through its gender neutral appeal.
As you know, I like to creating brand patterns because they add a little something extra to the overall brand design (you can read more about my reasons why here). We created three different patterns for the Krista King Math brand – a graph pattern, a math doodle pattern and a pattern that had a mix of the brand icons with some math doodles. This gives the brand an added level of visual flexibility.
Most people do not associate math with being fun, so it was important to add playful elements – like these math doodles – throughout the brand.
The math doodles were used on the course thumbnails along with overlapping the brand graph pattern with other graphic elements.
We also created a branded template that Krista could use to create her course material.
Below is the custom branded signature designed for Krista to use at the end of her YouTube videos.
Check out more of the brands that I've designed here.