Rooted in Walter Käch’s mid-century serif experiments, it carried a sense of familiarity and academic weight, but through a lens that felt distinctly contemporary.
Creative studio newkid rebranded Primer, a network of teacher-led schools, around the concept of 'building blocks' to reflect foundational learning and future readiness. The identity combines a modular grid inspired by graph paper, the Sirca and Söhne typefaces, and a confident wordmark punctuated by a full stop. Real students were photographed by Luis Mora, and the launch film centers on a student reciting the brand manifesto, reinforcing Primer’s belief in authentic, child-centered education.
The Brand Identity interviews the co-founders of newkid as the studio celebrates its fourth anniversary. They discuss their evolution from startup branding specialists to a broader creative practice, their new website, and a product collaboration with Standard Equipment called the First Day Collection. The conversation highlights their curiosity-driven approach, notable projects like Sol, HOY!, and John Legend x Rove Concepts, and their growing focus on web design.