INDUSTRY: Education & Technology

CLIENT: TutorPal

YEAR: 2024

EXPERIENCE: Branding & Visual Identity

White tote bag with beige and white abstract shapes featuring the TutorPal logo in black and orange, photographed on a white surface with soft shadows.

TutorPal

An alternate direction we explored for TutorPal. It may not the final choice, but it’s one of my favorites.

about.

TutorPal is an education technology brand built around the idea of guidance and companionship in learning. The name itself combines two key concepts: “Tutor” (instruction, guidance, and support) and “Pal” (a friend, companion, or peer).

Together, they reflect a platform that makes online tutoring feel approachable, supportive, and human.

challenge.

Our challenge was to design a brand identity that balances professional credibility with warmth and friendliness. The visual system draws inspiration from real study experiences such as notes, highlights, and annotations; elements that tutors often use to make learning stick.

the logo

A playful logotype where “Pal” is highlighted in a bright, friendly orange to symbolize energy, trust, and approachability.

typography & color

Rounded, modern typefaces paired with a vibrant yet balanced palette to appeal to both students and parents.

visual storytelling

Shapes and annotations that represent collaboration, guidance, and the human touch behind technology.

brand strategy

Positioning TutorPal not just as a service, but as a supportive companion in a student’s educational journey.

Diagram of the TutorPal logo with labels explaining the brand concept of guidance, learning support, and companionship in tutoring.
Educational Guidance logo with orange background, white abstract symbol, and black text.
Illustrated text design with colorful accent marks stating “A Pal’s role is centered on mutual support, camaraderie, and social interaction.”

ilai’s notes.

While this direction wasn’t the final choice, it remains one of my favorite explorations for TutorPal. The concept captured the brand’s essence of guidance, companionship, and approachable learning in a way that felt both playful and professional.

The identity leaned into annotation-inspired visuals—scribbles, highlights, and notes—that symbolized how tutors simplify learning for students. Combined with a friendly logo mark and warm color palette, this alternate concept delivered a brand that was trustworthy, approachable, and memorable.

Even as an unused version, it reflects the kind of story-driven, strategic branding that connects with students and parents in the online tutoring industry.

View the approved version of TutorPal