Close-up of two wood pins etched with the Acumen logo.

Giving an online learning platform a new face

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August 8, 2017

About the Client

Acumen is an online learning platform for marketing departments wanting to learn more about the technical side of the web.

The goal was to create a minimal icon that represented Acumen’s series of classes and that would appeal to HR departments and marketing directors in particular.

Web Design
Web Development
Icon Design
Print Design
Social Marketing

Create a minimal icon ideal for the web

Since the target market was HR and marketing directors, the brand needed to feel smart and web-centric.


Design secondary assets

As a brand new platform, secondary assets would be helpful in helping to tell Acumen's story.



01 | Create a minimal icon ideal for the web

The @ man

The last logo I sketched in the concepting phase was of an @ symbol re-drawn to look more like a person. As soon as I saw it in paper, I knew it would be a strong concept. The symbol clearly references the web and the “a” within the person was a metaphor for gained knowledge of the web. It was a great solution to appeal to the target market.

02 | Design secondary assets

Learning centric lock-ups

I wanted to provide Acumen with some secondary assets that could be used in promoting the classes. I had the idea of using dotted lines to connect the icon with slogans - almost as if they were the icon’s thoughts.

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04 |

Total pro, highly creative and easy to do business with. Recommend without hesitation.

Judd Lyon

Owner, Acumen
Acumen Logo on top of an Orange Overlay
Diagram of the Acumen logo design
Standard Acumen logo
Diagram of the main font used for Acumen
Diagram of the secondary logo assets designed for Acumen
Medium shot of the Acumen wooden pin being held in a man's hand.

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