The Canton of Zurich founded LMVZ—Lehrmittelverlag Zürich—in 1851 to publish teaching materials for all the canton’s primary and secondary schools consistently and cost-effectively. Today, LMVZ is one of the leading publishers of educational materials in German-speaking Switzerland.
In the past, LMVZ made do without a brand strategy: they were guaranteed contracts from the Canton of Zurich. However, the market for educational media has changed, and these days, it is more competitive than ever before. As part of a strategic realignment that will see LMVZ run as a public limited company in the medium term, the publisher must become proactive and align itself even more closely with its clients.
LMVZ realized that distinctive brand positioning, a strong brand identity and a clear, logical product architecture are key to its success. We suggested an umbrella brand strategy to enhance image transfer and to increase LMVZ’s much-desired visibility. We developed a new brand that is not only dynamic, approachable and forward-looking, but also has potential to get people excited about learning and to set the bar higher in the education sector.
The new corporate identity exudes confidence. The LMVZ logo’s modular design and its characteristic design elements come across just as well in moving images as they do on the printed page. The logo lettering, with its horizontal lines, evokes a bookshelf or the measuring units of a ruler. The measuring units as gauging students’ growth not only physically but also metaphorically. The abstract or figurative dynamic lines represent an individual’s unique path of learning, development or life. French artist Marie Assénat’s spontaneous, playful illustrations further are a reminiscent of a teacher’s sketches on the blackboard and depict the day-to-day world of the children and adolescents who use LMVZ’s educational media.