Franke+Fiorella helps PLATO Learning rebrand itself as Edmentum and designs new identity

Nov 28, 2012, 09:47 ET from Franke+Fiorella

MINNEAPOLIS, Nov. 28, 2012 /PRNewswire/ -- Minneapolis-based brand identity design firm Franke+Fiorella is pleased to share the story of its role in helping PLATO Learning rebrand itself as Edmentum.

Franke+Fiorella worked with PLATO Learning to develop everything from the brand strategy, naming and corporate identity to identity guidelines, stationery and templates for PowerPoint and marketing communications. Additionally, Franke+Fiorella conducted internal brand training and created a brand overview guide for all employees.

Tasked with unifying the company's portfolio of existing and recently acquired industry-leading, online learning brands, Franke+Fiorella helped to integrate this merger of corporate cultures—B2B professionals and Gen-Y educators—by tapping into the two groups' shared passion for education. Competitive audits preceded strategy sessions to define the organization, its business goals and target audience, and acknowledged its desire to visually and verbally signal a major change.

The resulting name, Edmentum, suggests "creating momentum in education" and distinguishes the company as a progressive leader in a crowded, fragmented market. The brand is conveyed through a dynamic logo design and visual identity system that together express the essence of the brand's innovative and empowering yet approachable personality.

Franke+Fiorella is a leading brand identity design consultancy specializing exclusively in brand strategy and identity design. Founded in Minneapolis in 1993 by Craig Franke and Deb Fiorella, Franke+Fiorella helps its Fortune 1000 clients develop new brands and reposition existing ones. For more information, call 612.338.1700, email or visit

Media Contact:  Heather Olson, Marketing Director, +1-612-746-3407,

SOURCE Franke+Fiorella