Kids land
Reimagining a Legacy Brand to Engage a New Generation
2019 - 2021
CLIENT
Hansol Education Corp
Role
Creative Lead
Service
Brand Design
Project details
Refreshing a legacy brand for today’s learners
Kidsland, one of Hansol Education’s oldest subsidiary brands, needed a refreshed identity that reflected how today’s children learn, imagine, and grow. Their existing logo had strong heritage value, but its structure made it difficult to use across applications, especially as the brand expanded into more diverse content and subjects.
Creative solution
A clearer, more adaptable identity system
To address these limitations, I revisited the core elements of the original mark: the ladder and the star. These long-standing symbols of curiosity and learning felt visually constrained, so I simplified their forms and built them into a thinking-bubble silhouette using negative space, making the symbol clearer, bolder, and easier to apply.
Positioning the brandmark in the upper-right corner introduced a sense of movement and possibility while improving flexibility across layouts. Whether paired with different subject names or applied across media, the logo now maintains its shape and readability.
The refreshed color palette keeps the brand grounded in its familiar deep blue but adds brighter supporting colors for each subject to bring more imagination and energy to the system. A new library of expressive shapes extends the identity across print, digital, and environmental touchpoints, giving Kidsland a cohesive and modern presence.
