We collaborated with Rubrics’ executive team to develop a brand identity that positioned them as the global voice for online education. Central to this collaboration was their purpose of delivering solutions that drive change in untraditional off-campus learning. At the heart of Rubrics was their desire to be the world’s only truly global university, a concept that guided our strategy and gave us a clear lens through which to express their mission.

The identity we crafted embraces structured typography and open composition, signalling both confidence and a readiness for new ideas. At every stage, we grounded our design decisions in the belief that lasting change must be accessible to all.

The wordmark uses CoType Foundry’s Coanda Bold, chosen for its modular, technological character, a youthful and flexible counterpoint to the brand’s structured approach. These features reflect Rubrics’ adaptability and fresh thinking, acting as a visual metaphor for their educational impact.

Supporting this is Aeonik, a contemporary typeface that introduces clarity and hierarchy, blending editorial elegance with everyday legibility, ideal for a brand rooted in trust and forward-thinking values.

At the core of the visual identity is a geometric icon inspired by hexagons and isometric cubes, symbolising the incremental progress vital to student growth and systemic change. A subtle fan motif emerges from the negative space, echoing the brand’s deeper purpose with quiet sophistication. Its geometric simplicity ensures adaptability and timelessness while reinforcing structure and learning.

A refined palette of pale teal and cool grey tones completes the system, balancing maturity with creativity and aligning with Rubrics’ commitment to progressive, community-first education.