iKnowly Redesign
A new identity: how we at Bona made it reflect trust, growth and global aspiration
CHAPTER ONE
Background and Context
TIMELINE
Jun 2024 - 2 days
CLIENT
Iknowly - Career & Education Consulting
TASKS
Redesign Logo, Branding
TEAM
Julieta Zerial, Lead UX
Project Overview
Complete rebranding of a German company, focusing on the modernisation of its logo and visual identity. The aim was to refresh the company's image to appeal to a contemporary audience, while maintaining its core values and brand recognition. The new identity was to reflect professionalism, innovation and a global network.
Key Objectives
- Redesign the logo to align with Iknowly’s mission
- Improve visual clarity, scalability, and brand trust
- Create a versatile mark for digital-first use
CHAPTER TWO
Problem Statement
Iknowly was preparing for growth. Their platform offered real value, but their visual identity didn’t reflect that. The old logo was generic and didn’t convey professionalism or trust.
“60% of new users didn’t associate the logo with the service. Some even thought it was a free educational platform, not a consulting firm.”
User Pain Points
- Some users expressed confusion around the brand's positioning, indicating an opportunity for greater clarity.
- The experience didn't yet fully reflect the sense of guidance and upward movement that sits at the heart of the platform’s mission.
- The brand presence across networks and external channels had room to become more recognizable and consistent.
Business Challenges
- The visual identity created friction at first contact. Low logo recognition
- Friction in the first impression
- The brand wasn’t sticky or memorable
Low visual clarity
Poor digital fit
Low perception of trust
Generic
CHAPTER THREE
Research
Before designing, we understood: What do users expect from a brand that promises them professional guidance? What visual cues generate immediate trust? Our research focused on understanding the visual context of the industry and users' symbolic associations.
Research Methods
Mapping the problem, layer by layer. That’s how we do. We started by understanding how users were interacting with the product, and where they were getting stuck.
Brand Audit, we reviewed the current visual assets, tone, colors, logo applications and overall consistency.
Competitor Benchmark, we evaluated logos and visual styles of 10+ brands in the education and consulting sector in Germany and Europe.
Visual Principles Testing, we tested versions of logos with different users to observe recognition, emotion and scalability.
Key Insights
Users expect clear visual cues. A brand that speaks of direction must represent movement, structure and clarity. Trust is not explained: it is transmitted in 3 seconds.
#1 Clarity
A confusing logo generates friction. The design should be direct and clean.
#2 Movement
Users value symbolism. A detail that suggests progress reinforces the promise of growth.
#3 Solid, not rigid
Professionalism does not mean coldness. The design should feel stable but human.
#4 Scalable identity
The logo should work the same on an app, a PDF or a LinkedIn profile.
CHAPTER FOUR
Design Process
Define
Research
Analyse
Design
Ideation
We started with manual sketches focused on typography and movement. We looked for shapes that suggested progress without being obvious or repetitive. We focused on simplicity over symbolism overload.
Concept
We chose to work with a simple wordmark, playing with the shape of the “k” as a subtle symbol of progress. The rest of the design was kept clean, with rhythm and balance between letters.
BEFORE
AFTER
Refinements
We adjusted spacing, thickness and contrast. We tested the logo in black and white, and in reduced sizes. Small details made the logo work as well in a favicon as in a presentation.
CHAPTER FIVE
Final Design Solution
The result is a visual brand that exudes clarity, confidence and direction. Each curve and space was designed to be both functional and symbolic.
Key Features
The new logo combines a sober design with a small distinctive gesture: a “k” that rises, evoking growth. The custom font conveys closeness without losing structure.
#1
Custom Typography, proprietary typeface design enhances legibility and unique identity.
#2
Subtle visual direction, the ascending “k” represents professional advancement without being literal.
#3
Total Versatility, works in small sizes, without losing recognition.
#4
Brand feel, conveys what Iknowly promises: clarity and accompaniment.
CHAPTER SIX
Results and Impact
Metrics and KPIs
Following the relaunch with the new logo, key indicators showed immediate improvements in user perception and behavior.
+42% in initial retention
Users spent more time on the website at first contact.
+35% positive feedback
Users highlighted “clarity” and “professionalism” as first impressions.
+60% better recall
More users mentioned the name and logo in post-visit surveys.
“Now the platform feels professional and trustworthy, exactly what we needed to attract new users.”
Business Outcome
Better conversions, more trust, and a visual language consistent with the value proposition.
Increase in qualified leads
Ad click-through rate improved significantly after rebranding.
Consistent use of brand
Logo was successfully integrated into materials, RRSS and landing pages.
Stronger alliances
Brand was better received by new strategic partners.
CHAPTER SEVEN
Lessons Learned
Summary
Creating a solid identity in 2 days requires absolute focus. The challenge was to design without falling into the generic, finding a unique and functional gesture.
Future Consideration
The logo can be the basis for a complete identity: visual system, animation, favicon, etc.
Key Takeaways
#1
Design conveys before it is read. A clear logo is a strategic tool, not just an aesthetic one.
#2
Less is more, if well thought out. Reducing to the essentials requires knowing what to leave out.
#3
Limited time does not mean poor solutions. With focus and clarity, you can design with depth in a short time.
Bottom Line
A logo is not just a signature: it is the first visual promise a brand makes to the world. With Iknowly, we build a brand that says, without saying, You're in the right place. We know how to help you move forward.
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