Illustrative Mathematics New Design System: Visualizing Math in the Real World

Brand Identity Design
Written By Douglas Knapton

Project Overview

Illustrative Mathematics is a nonprofit focused on a core belief that math is how we make sense of our world. The challenge of the project was to design a brand that could visually bridge students’ gap between abstract mathematical concepts and tangible real-life experiences.

I developed several key elements of the new IM design system including the updated IM 360 curriculum logo suite, an intuitive typography system, an expanded WCAG-compliant color palette, branded photo illustrations, an extensive line-based icon library, and several brand applications like report covers and social media templates. 

The new IM design system and robust brand guidelines successfully transformed Illustrative Mathematics' brand expression into a cohesive and energetic visual identity. 

Douglas Knapton
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