we started by creating a tagline for alphabets – ‘every little counts’. we decided to take a more literal route with our branding to help ensure that the brand’s work shone through clearly in the logo and it didn’t feel esoteric or sappy. the logo is a simple depiction of imparting education to a child created using the ‘A’ of the name. the visual language is soft, rounded, illustration led, in essence something a child could enjoy and an adult empathise with.