Icfes
Background:
Icfes is a public entity linked to the Ministry of National Education of Colombia whose objective is to evaluate education in its many facets.
In 1970, nearly 26,000 young Colombian students took the first “Icfes Exam” and since then his work as an accurate and reliable evaluator of the quality of education has been recognized and highlighted both nationally and internationally.
Today, after 52 years of continuous operation and after going through a restructuring in its strategic and operational focus, Icfes is much more than tests: it is evaluation, research, training, consulting and data; and this reformulation in its value proposition required a change of image to convey the evolution and comprehensiveness of its services.
Challenges:
- Renew the visual identity of a brand that has not been updated for more than 20 years and that is deeply rooted in education evaluation processes.
- Review the entire portfolio of Icfes brands through a brand architecture exercise to unify them visually and conceptually with the institution’s new brand.
Solution:
After reviewing and understanding the new Icfes strategy, we accompany them in an exercise to redefine the strategy through a brand workshop with directors of the institution, to understand that its purpose is to help transform realities from the power of education.
The new visual identity of Icfes takes a tour of its history to project it into the future: the guide and orientation that the star of the winds represented at the time and the certainty that currently represents the sign of approval.
The new logo is built from four signs of approval, which in addition to evaluation, represent the comprehensiveness of the services and in harmony, synthesize that star that represents the orientation to go further. A more modern and international image that inspires the new brand narrative of an institution that today is a benchmark in research and evaluation not only in Colombia but also in Latin America.
Brand architecture
In addition to the redesign of the visual identity, we developed a brand architecture exercise to coherently order and unify the entire Icfes portfolio with the new brand.
