Maths for Humans Brand
Client: Maths for Humans. This project was done as part of my freelance work.
Maths for Humans by Sydney based researcher Dr Laura Tuohilampi, is making maths for everyone. Many people believe they aren’t good at maths, and have been made feel stupid because of it. Maths for Human aims to change that and not only prove that anyone can be good at Maths with the right approach, but that maths can actually be fun and relevant to much more than we think. Maths for Humans invites you to open your mind for maths outside the classroom, to apply what you discover and to expand what you know. This is done through monthly lessons and free online material and interactive activities. The brief was to create a unique brand identity for this unique idea.
Maths for Humans is Laura, and vice versa. Therefore, bringing her personality forward was the starting point for the brand personality. Keywords being energy, positivity and motivation. Bright, colourful, contemporary and quirky. This is communicated through the colour palette, tone of voice, typographic choices and the photography style. Real smiles, looking away from the camera.
As the aim of Maths for Humans is to rebrand classroom maths into a fun activity, the client didn’t want the new identity to focus on maths, instead, math is reflected through patterns, geometry, nature and organic shapes. A new collage like illustration style was created to visualise and communicate this new way of thinking. The hand drawn logo and reflects the humanity of the brand.
Maths for humans has a call to action that consists of three steps: Open, apply and expand your mind. A series of illustrations was created to visualise these steps. They reflect the idea of noticing maths in everything. Nature, our every day activities and cities for example.
