Instituto Anglo is the largest private educational network in Uruguay. It’s been known for its academic excellence in English teaching for more than eighty years. The institute has changed over time, incorporating new business units and also new products. These changes made Anglo, nowadays the main representative of British culture in Uruguay, consider a revitalization of its graphic system, together with the fact that the last time its identity was updated was in 1998.
The starting point and the main challenge of this project were keeping the historical identifying visual elements of the brand. Its long trajectory and the prestige gained after many years of institutional reliability, together with the academic excellence and the constant promotion of British culture, endowed Anglo with a remarkable reputation and recognition. Because of this, the company wanted that the transition from its existing graphic representation to its new brand identity system was subtle and moderate. It was important that it represented a much more solid and experienced organization because in recent years many processes and improvements had been carried out in different areas that professionalized the institution and marked a clear evolution.
Our professional collaboration was based on three premises: to give the lion a more robust and mature look, keeping its rampant position which is typical in the visual representations of Anglo-Saxon lions, especially in respect to heraldry; to use Trend typeface because of its traditional geometrical design associated to the characteristic features of English typefaces; and, regarding colours, we kept the combination of red and grey, giving prominence to the former.