Starting point

WSiP stands as one of Poland’s oldest and largest educational publishers. With nearly 80 years of history, it has deeply ingrained itself in the minds and hearts of its audience. Among its notable works was the nation’s first primer, used by our grandparents and successive generations. It’s no wonder WSiP became regarded as a national treasure and part of our collective heritage. We understood, therefore, that any change would pose a significant challenge.

Strategy and positioning

Over time, education underwent a radical transformation, stepping into the digital age, yet the publisher’s image remained rooted in its historical legacy. Even with its extensive, innovative offerings that often embraced new technologies and digital solutions, WSiP faced challenges in being seen as a modern brand. A bold and visible transformation was needed.

We chose to remove the distinctive reference to the Polish emblem from the logo—specifically, the eagle motif—which linked the brand to its state-owned origins, despite its transition to private ownership years ago. The new symbol subtly reflects the shape of a tablet and an open book, highlighting the fusion of traditional and digital realms. It symbolizes the brand’s mission to merge tradition with modernity for future-focused education.

KEY VISUAL

In the new solutions, we focused on digital, flexible and multi-dimensional visual identification, which is not so much a stand-alone logo, but a modern branding system that will fully meet the very different communication challenges faced by the Client.