The vision of ELL is to make the learning of English available, accessible and affordable to the widest possible audience through good stewardship and support of the mission of Oxford University Press and the University of Oxford.
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For each route we sketched and drafted numerous variations to test flexibility with each avenue. In average we drafted 30+ logos across all 3 approaches.
After rounds of amends and feedback, we determined the neutral option was ideal moving forward. Followed by refinement and finalised for use in multiple scenarios where the ELL brand would be visible.