Discover learns Identica lesson

International branding consultancy Identica has created the identity and branding for a new community-based, interactive learning centre for children in East London.

Called Discover, it aims to cater for children up to the age of 11, their families, carers and teachers.

According to Identica creative director Jimmy Yang, the centre is based on the power of language and communication and seeks to “cross the multicultural boundaries of the local community”. The identity features a colourful cartoon character called Hootah, designed to appeal to children of both sexes and all cultural backgrounds. It includes a child-friendly typeface based on the Trebuchet font.

Yang says that the identity was designed to appeal to organisations that could potentially provide funding for the centre as well as its target audience.

“The whole idea is to help make learning more fun for local kids, through words. By interacting with each other and the children, the cartoon characters encourage participation and involvement,” adds Yang.

Discover exhibitions manager Vicky Cave says the identity is designed to grow as Discover develops its exhibitions and the stories within them.

The centre aims to open in April 2002.