Rebranding Squla: a playful path to growth


Math, geography and history become fun, when you’re using Squla. Over 800.000 kids use the e-learning tool on a daily basis. Squla aims to empower every child to grow through personalised education. Yet, their identity wasn’t telling the complete story.


As a data-driven scale-up, Squla is always optimising its user experience and making learning more fun. The e-learning platform is already a popular tool among kids aged 3 to 12. With a focus on empowerment and personalisation, Squla needed a brand refresh that merges product, mission, branding and community. We wanted to keep the distinctive brand assets and rework it into an identity that speaks to every child, parent or teacher in a personal way. Whilst making sure to keep the fun, incorporated in Squla's DNA, alive.


A fun learning experience equals a playful identity. We created a set of brand guidelines Squla’s design team can use to grow their ever-expanding content base. Rounded-off pictures add a touch of friendliness. An endless icon library can be used to tell the story of the 70.000 quizzes and games. A primary color palette functions as a common thread towards a subject. New illustration guidelines provide a wink towards an artisanal approach but are clearly digital.

Overige informatie

Ever since 2010, Squla brightens up education for kids across Europe. In the years that followed, Squla's visual language became less consistent due to fast expansion. Together with Squla we went back to their core and revisualised their brand positioning. We focused on building an explorer brand. In the visual identity values like curiosity, adventure, playfulness, resourceful and courage should be tangible.

A clear set of ground rules, a primary color palette for courses and art direction for illustrations and photography, will help to strengthen the Squla story across assets. Scula’s Q mascot and other characters come back in a different role. Combined they encourage parents, teachers and the kids to take a leap in their educational journey.

Just like any other toy or tool, chances are your physical brand assets end up in a cabinet. For Squla, it’s therefore important to be present in many areas of a childs’ life. From backpacks to drinking bottles and from stickers to physical games, the brand identity needs to service all potential touchpoints, creating a real-life connection to its users. The result is a playful place of zen, brilliantly executed by the Squla team, especially Pascal Teuling (brand designer), Simon Buijs (art director) and Pieter van Est (web designer).

Verve Agency

Den Haag
Verve Agency
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