Lexington Academy is one of the only dyslexia-specific education programs in the state, and was in the process of becoming a fully-accredited private school when we started the rebranding process. The difference between Lexington Academy and other similar schools is that when others turn away students who have additional mental disorders as a result of their dyslexia, Lexington Academy takes them in with open arms. The challenge was to create a brand identity that would establish its legitimacy with future parents and students, but also communicate that Lexington Academy is a place where students can feel independent and supported no matter what the barriers are.
The logo itself is a simple monogram formed by two intersecting diamonds, but the spirit of the brand comes through in its application. This is an adaptive brand identity that does not rely on a fixed mark, but rather on the ability to reconfigured the “L” and the “A” in a variety of ways while keeping the connection between them. By doing so, the brand is communicating an understanding that every child is different, processes information differently, learns differently, reads differently, and has his or her own unique challenges, but Lexington Academy is committed to getting every child on the path to success.
In early discussions with the client, one of the many things we learned was that serif typefaces are harder to read than san serif typefaces for people with dyslexia. We also learned that too much contrast can have negative effects on reading as well since it can be jarring to people with dyslexia. What did these learnings mean for the design of the brand? We carefully selected a simple and geometric san serif, and extensively experimented with the effects that kerning, leading, line length, and color would have on legibility. Body copy was set in 60% black to avoid too much contrast, and the main color palette reflects a balance between playful and credible.