EduSkill

Creating a Brand Identity-By MindCube Design Pvt. Ltd.

SERVICE INDUSTRY

• Expected to generate about 70% of India’s GDP by 2012

• Service sector will account to about 60% (or 38 million)
of new jobs that will be generated by 2012

FUTURE TRENDS

• Globally outsourcing industry would continue to grow

• Following the success of US and UK, more countries

in the European Union & India would outsource their business

• Technological power shift from the West to the East as India

and China emerge as major players

• Political backlash over outsourcing would come down

as companies reap the benefit of outsourcing
EDUSKILL

EduSkill- An organization to provide affordable quality training in

employable and vocational skills for unemployed or under-employed
youth of India.

TARGET GROUP
1. Fresh graduates
2. Employers,
3. Employees and
4. Students in Service Industry

In tier II & III cities of India

Verticals
VERTICALS

• Hospitality

• Health Care

• Finance and commercial laws

• Logistics
PLAYERS

• EduComp
• National Skill Development Corporation (NSDC)
• IndiaCan (Joint venture between Educomp & Pearson)

ADVANTAGE

EduSkill- Aims to provide training in almost all verticals in service sector.

Target group is in Tier II & III cities while competitors focus on Tier I cities.
WHAT EDUSKILL SHOULD MEAN TO
PEOPLE OUTSIDE AND WITHIN?

PROPOSED IMAGE FOR EduSkill

• Trust • Progressive

• Reliable • Innovative

• Professional • Motivating

• Affordable • Confident

• Modern/contemporary • Socially responsible

• Dependable • Excellent quality education

• Inspiring
Potential Pitfalls
POTENTIAL PITFALLS

Name EduSkill is very common which might create confusion for the target
group,

Without a proper implementation, a mere identity will not help.

Mere dressing up without a perceptible character will lead us nowhere in

the current competitive scenario.

Without a proper implementation of the identity, we can not have a brand

recognition.
CREATING THE COMMUNICATION TASK

Defining the brand

‘I m the new player and am made of different things to become a
leader’

Rise above just an education provider

So that the brand not just assures a progressive status but in this
process overcomes prevailing negativities
WHAT EDUSKILL SHOULD REFLECT ON?

What initiatives are we taking to make us be totally different when we enter the
market ?

How do we plan to make a new start?

How do we plan to develop into a customer focussed organisation?

How do we inculcate belief and sense of pride internally

CHALLENGES

• Make brand differentiated and fortified in

current competitive landscape
• Inspire prospective candidates to believe, remain connected and
loyal in the future by the following :

Know your niche target. Survey students/customers

Deliver what you promise

• Develop a unique market strategy & approach

STRATEGY

Create distinct brand identity

Create an international global image of the organization
Communicate for brand awareness and recognition in market
Position the brand as an affordable quality training provider
To build EduSkill as the first choice for the employable & vocational training for
fresher graduates/organizations/employees
EDUSKILL- BRAND EXPERIENCE

External

• Name
• Logo/brand signature
• Advertising
• Brand Identity
• Products & Service
• Environment

Internal- Introduce the identity among the internal audience,

motivating, inspiring and educating that we are potential market
players & will bring difference by excellent services

• Quality of services
• Business Process
• Customer Relations
• Brand Values
• Training & Staff Motivation
• Recruitment Policies
• Technology etc..
DEVELOP EDUSKILL AS A BRAND
IN FOUR DIFFERENT PERSPECTIVES

• Brand as a product/service

• Brand as an organization

• Brand as a distinct personality

• Brand as a symbol
RATIONALE BEHIND IDENTITY

Enforce the practice and values of the organizaion

Set global education standards & values

Lay down the ground for creating table stakes

IN THE PROCESS

Build a light house identity

Assume thought leadership of the category

Create symbols of evaluation

Use advertising and publicity as a high leverage asset

Expressions
Build your future today
LOGO & COLORS
COLORS

GREEN GRAY BLACK WHITE

symbolises growth symbolises knowledge neutral colour neutral colour
(sprouts, spring, youth) (hi-tech, knowlege, (background & accent) (background & accent)
attention)

this color is the colour of intellect, make colours fresh make colours fresh
strong and dynamic, knowledge & wisdom. and bright and bright
remarkable It supports green &
bright and visible. make it more effective
It also represents and communicative. It
tranquality and good is perceived as a long
luck. lasting & classic colour
of authority.
THE SHAPE- SYMBOL OF KNOWLEDGE

The shape has an endless variety of characteristics communicating to your

audience. It can be presented as a quote, leaf, window, book or endless
association wth different desired shapes.

It can be used both horizontal and vertical.

The shape is the secondary symbol for EduSkill. In the next 3-10 years, through
right communication, the symbol itself will represent EduSkill as well as the whole
logo.

Imagery used in the shape puts attention on the main idea of giving prominence
to the images of knowledge seekers. It focuses on the high level of the course,
presenting it to be more interactive.
DEVELOPING ARECOGNIZABLE SHAPE,
SYMBOL OF KNOWLEDGE
quotes book window

Education is the ability to listen to almost

anything without losing your temper or your
self-confidence.
~Robert Frost
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USING BRAND IDENTITY IN INTERIORS
ABBREVIATED VERSION OF THE LOGO

Main logo for general comunication.

It can be used with or without tagline.

Merchandising like caps, mugs, packaging, and which

communicates it as a symbol itself

Used when small size logo

required like internet
communication
USING LOGO OPTIONS
Thank You!