The Ukrainian educational project Maibutni, previously known as IWonder Creative Academy, needed a new corporate identity. In contrast to the old system of traditional education, Maibutni inspires teens, their parents and teachers to question the facts which are usually taken for granted. This is why the question mark was chosen as the key visual. The logotype is based on a deconstructed question mark and reflects the number of individual Maibutni projects. The circle, the wave and the arch have transformed into an eye, the hairstyle and the smile of the brand’s mascot. They have also become diacritical marks of the word mark. The three colours dark-blue, light-blue and orange perfectly complement the visual appearance.