Teach Abroad china
What does it look like to make a brand that appeals internationally, and to the tastes of two different countries and cultures on different sides of the globe?
The client
Teach Abroad China is a cooperative effort among educational entities seeking to enhance the quality of English teaching and learning in the Chinese school system. Opportunities are available for native English speakers to go to China and teach English for one week, one year, or longer. Put on by Indiana Wesleyan University, the program focuses on the growth of both the student, as well as the student-teacher. The hope is to expand the program to other countries as it grows.
cross-cultural communication
Branding something that is set up in two countries means you have to consciously be aware of how it will be interpreted in both cultures. To avoid having the brand unintentionally stepping on someone’s toes, we had regular meetings to evaluate whether or not what we were making was viable in the states, as well as China. Things such as color and symbolism were things that we had to be aware of in the creation of the mark for the brand. To enhance this process, we looked at and referenced design on both sides of the pond.
Building connections
One of the core ideas that Teach Abroad China presented during interviews was their longing to build connections. The idea that while the program would be short for some people, the bonds and connections they made would stick with them for life. As an example of this, they told stories and referenced the concept of bridges and how they can be seen throughout the program. For starters, simply being in the program means you bridge the gap of the ocean to go teach English as a second language. Beyond that, the people within the program have to bridge between cultures, languages, and people to be successful.
results
The mark
The mark represents how people’s lives intertwine and then go their own way after their time teaching. This intertwining is similar to that of classic Chinese knots, which are intricate yet simple in nature. Mimicking bridge suspension lines, the seal is in the style of education seals at Chinese Universities, helping the translation of what the program is. The circle makes it seem educated and strong, and the red exemplifies the passion referenced in their mission statement, as well as being a staple in Chinese culture.