HappyGoal is one of the largest English training institutes in Shanghai with more than 30 learning centres for children aged 3 to 12. The company was founded in 2011 and is part of the Webi Group, which operates well over 120 language schools throughout China. As part of the country’s ongoing internationalisation and increasing demand for early childhood education, HappyGoal expanded and complemented its services by also including other relevant educational content alongside language skills. The company’s goal is to offer children an attractive, creative and healthy growth and learning environment in which they can fully develop and, in so doing, establish the company as a renowned brand synonymous of qualified education. The key idea of the new corporate identity, namely that children should first and foremost grow up happily, has been concentrated into the slogan “Happy on the go” and, together with the brand attributes of “explorative, approachable, caring, passionate”, is aimed at leading the company and the brand into the future. The new logo has retained the established shape of the bean, which has stood for trust and quality for eight years. The previously childlike typography has been replaced by a clearer and more modern one that works across all analogue and digital media. In addition, 26 playfully designed illustrations have been developed from the English alphabet. They are composed of geometric shapes, such as circles, triangles as well as lines, and feature across the entire appearance including in brochures, as stickers and on furniture. They lend the brand image a high degree of versatility and markedly set HappyGoal apart from its competitors. The bright green of the brand’s previous appearance has given way to a cooler turquoise to evoke the impression of high professionalism. The mascot comes in three characters denoting three age groups. They act as spokespersons of the brand, are part of the storytelling and interact with the children in courses, online learning sessions and promotions. Endowed with AI, these characters promote the new corporate philosophy commitment of bringing more comprehensive and creative education to children, as well as the goal of inspiring self-confidence and happiness through an emotional connection that these characters foster.
Statement by the Jury
The brand relaunch of HappyGoal is an outstanding success and in harmony with the expanded identity of the company. Optimised using a contemporary typography and colouring, the logo is instantly recognisable thanks to its striking shape. The child-friendly alphabet-inspired illustrations and the three mascot characters both bring the brand appearance to life and provide creative flexibility of use in all media, on all channels and at all events. In addition, they mark the brand as unmistakable on the market and turn the touchpoints with HappyGoal into an emotional (learning) experience.