The name “Relentless” is aggressive, which we want, because it stands out -- “We are relentless in helping get kids everything they need in order to learn anything they want to learn.” But we also don’t want to seem like an overbearing, high demand environment that pushes kids too hard. So we don’t need our visuals to be overly aggressive, the name carries a lot of power already. We want cool, modern, sharp, but don’t emphasize the aggressive nature of the name.
We’re also very high tech, use a big range of adaptive learning software, and are developing our own proprietary software. So we can pull from that very new, up-to-date, modernist aesthetic -- ie, Nike, Porsche, Google.
We are innovative, so don’t use traditional education symbology -- crests, nurturing images, school supplies, etc. We want something modern, cool, interesting that kids would really like to wear as a logo on shirts, parents would use as stickers on cars, as fridge magnets, etc.