About MIJ

The MIJ Hub was created by husband and wife, Mohammad Ali Dawood and Faraliza Zainal.

A non-profit organization, it now offers school readiness, care for students, intervention and enrichment programs for children and adults with learning differences or special needs ranging from 4 to 30 years old. In particular, Autism, ADHD, Cerebral Palsy, Down Syndrome, and developmental delays.

MIJ Hub currently offers six different Special Education programs to almost 300 individuals. Three centers are located throughout Singapore – Changi Road, Jurong, and Woodlands.

Revamping the logo

With the visual direction of the brand set following the Attributes of the brand, the current logo had to be looked at. It posed multiple issues with the new visual direction.

It did not truly reflect the attributes of the brand and this would cause confusion to the their audience. At the same time, it is now outdated as the client’s intention with the rebrand was to focus on MIJ and the Special Education Hub to be a sub brand. The colours as well was not appealing to their Persona.

Balance

Scalability

Logo Research

We are looking for inspirational logos that symbolise Charitable and another group of logo at the end of the spectrum of Mighty the middle section define the sweet spot between the two groups. Ultimately, that is what we want MIJ logo to look and feel.

Logo Process

Logo Process

This logo is inspired by blocks and geometrical shapes. We cut the shapes into pieces and realign them to form letters that spell MIJ.

Building blocks therapy is a powerful way of building social skills and teamwork among children with autism.

Block building helps the child engage with other children instead of playing by themselves, thus this was how the logo was form.

By adding colours in the later stage, will then make the logo complete and looked like blocks coming out from the toy box.

Moodboard

MIJ Dark Blue

RGB : 46 , 56, 103
CMYK : 0.55 , 0.46, 0.00 0.60
HEX : #2E3867
MIJ Light Purpel

RGB : 82 , 93, 176
CMYK : 0.53 , 0.47, 0.00 0.31
HEX : #525DB0
MIJ White

RGB : 239 , 234, 228
CMYK : 0.00 , 0.02, 0.05 0.06
HEX : #EFEAE4
MIJ Orange

RGB : 255 , 117, 74
CMYK : 0.00 , 0.54, 0.71 0.00
HEX : #FF754A
MIJ Yellow

RGB : 250 , 219, 92
CMYK : 0.00 , 0.12, 0.63 0.02
HEX : #FADB5C
MIJ Cyan

RGB : 100 , 255, 208
CMYK : 0.55 , 0.00, 0.06 0.13
HEX : #64DED0

Typography

Primary Fonts: Popins

Kerning : -15 and Normal

Secondary Font : Cabin

Kerning : -15 and Normal

Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Typography

Primary Fonts: Popins

Kerning : -15 and Normal

Secondary Font : Cabin

Kerning : -15 and Normal

Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
– = ~ ! @ # $ % ^ & * ( )

The Brand Activation

The Brand Activation

Thank You!

NEXT PROJECT

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