Go All In: A New Look and Feel for Lambda School
Feb 4, 2020
Lambda School's new brand



Choosing your education path can be overwhelming, and the stakes are high. A college degree requires the average American to go into major student debt, and graduates are responsible to pay it off regardless of whether or not their education leads to a career.

Lambda School was founded to offer a solution to this disconnect.

Lambda is a nine-month intensive program that teaches people the skills they need to be competitive candidates in the tech industry. We ask for $0 upfront, and instead ask our students to pay us tuition via an income share agreement once they’ve landed a job that pays $50k or more. This aligns our incentives with those of our students – economic mobility and successful employment.

In the spring of 2019, I joined Lambda School as the Creative Director because I knew its model had the potential to change lives and the future of higher education. It’s an exciting and challenging mission, and one I’m proud to be a part of. When we decided to refresh our branding this past summer, I knew the best way to show the world that Lambda is a low-risk alternative to launching a new career was by showcasing our hardworking students and our commitment to their success – because we’re in this together.

Today, I’m excited to introduce Lambda School’s new look and feel, and I’m confident this new direction helps us tell the world who Lambda School is for: those who go all in.

Lambda’s new look and feel

Voice + tone

Lambda School students are highly motivated people who come from different places, backgrounds, and circumstances, but they all have one thing in common: grit. To emphasize this, our new brand voice is straightforward and confident and invites our audience to rise to the challenge, make their mark, and change their lives.

Lambda School branding and copy

Photography

A big part of trust is authenticity. That’s why we only use photography of real students, in their real work environments. Since all Lambda School classes are online, our photography is often from the angle of how you might actually interact with a student on video chat. We love the hints of their unique personality in the background, from skateboards to pets to unfolded laundry.


Colors + fonts

Our primary color palette is based on materials found in schools – chalk, slate, and paper. We use two contrasting fonts together, the serif font representing the long-lasting heritage and importance of higher education, and the sans serif to represent the bold future of education through innovative technology and our income share agreement-based financial model.

Lambda School's color palette


Logo

Similarly, our new logo is a combination of these fonts to represent Lambda School’s deep respect for our heritage and our commitment to progress.

Lambda's old logo vs new.


Brand flourishes

We added a little extra personality to our brand with circle, arrow, and underline scribbles you might see on a chalkboard, as well as a collection of stamps to emphasize the legitimacy of the programs and the go-all-in attitude required to be successful at Lambda School.


Lambda School's course stamps.




Our students entrust their lives and future to Lambda School, a responsibility we take very seriously. As we launch this new brand identity, we’re proud to reaffirm our commitment to our students, and to being a highly respected place to launch a new career.

Thanks for being on this journey with us.

Explore Lambda School’s new look


About the author:

Lindsay Monroe is the creative director of Lambda School. She is an innovative leader with 15+ years of experience in driving growth and building customer relationships for groundbreaking companies like Uber, Hulu, and Disney. She specializes in marketing creative, sales creative, communication design, branding, product design, concept development and people management.

Published February 4, 2020

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