With approximately 500 schools in 114 countries and regions, represented by 19 different sub-brands, EF arranges language teaching all around the globe. To reflect both the heritage of the brand and its future, a cohesive, streamlined graphic identity was needed. Geometric Futura, the main font used by the organization for decades, was replaced by modern Circular. As a result, a clear message hierarchy was created, and the forward leaning slash became the bridge between the primary brand and sub-categories. Voilà!