edX Enterprise Brand Guidelines
PURPOSE
To develop the identity for edX Enterprise, the B2B sub-brand of edX.
RATIONALE
This identity was created to visually define the Enterprise side of edX as a differentiated yet related entity of the master brand.
Color & Typography
While we maintained the same foundational colors for the enterprise palette, we updated the secondary palette, creating new tone to differentiate this sub-brand from its B2C counterpart. To maintain the premium look of the brand, we introduced restrictions, resulting in minimal usage of the new pastel secondary swatches.
edX master color palette
edX enterprise color palette
For typography we maintained the majority of typestyles, eliminating the slanted text to convey premium.
Photography
To adapt the photography for our B2B audience, we prioritized conveying various corporate environments. We considered details such as office attire, workspaces, and events to capture authentic, fuller experiences.
Mnemonics
The addition of the Enterprise sub-brand made it crucial to keep the mnemonic elements similar to tether both brands to each other. We kept the 12 degree angle and skew, but we altered the specifics of these design elements. We allowed for various line weights and interpretations of the line to create designs that felt sleek and minimalistic. Having these legacy elements, allowed us to still feel familiar, and adapting them helped create a cohesion that felt intentional.
Solutions
Our design solutions showcase how we used our guidelines to create unique marking collateral, maintaining the foundational rules while also allowing space for creative freedom and flexibility.
