Edkimo
Role: Lead Designer (in House)
Team: Elina Arndt, Wanda Raitelli
Date: July - October 2024
Edkimo
rebranding
Edkimo is a Berlin based Startup. They create an easy-to-use feedback tool that aims to help teachers get feedback from students. It enables teachers to create and distribute digital surveys, collect anonymous student feedback, and visualise the results in clear, accessible formats.
*This project was originally carried out in German.
Project overview
Edkimo’s rebranding was a full refresh of its visual identity. As in-house Lead Designer, I guided the process from start to finish, collaborating with a junior designer to create a more cohesive and expressive brand while staying true to Edkimo’s core values.
The starting point
Edkimo wasn’t a design-first product, so the visual identity had grown organically over time without a consistent system. We began by gathering all existing brand assets—colors, fonts, icons, illustrations, and templates—and assessing their strengths and gaps. This audit helped us understand what to keep, what to refine, and where we needed to build something new from the ground up.
The design process
Moodboards
Typography & Iconography
We saw typography as a key opportunity to reflect Edkimo’s evolution. We aimed to introduce a typeface that felt more open and dynamic, while still being practical, trustworthy, and professional. For the logo, we chose Garbarito—a bold, highly legible typeface with strong character that amplifies Edkimo’s personality and presence.
For body text, documents, and the app interface, we continued using IBM Plex Sans, the typeface already in use at Edkimo. Its clarity and versatility made it a solid choice that aligned well with the updated visual direction.
All fonts and iconography were sourced from Google Fonts—ensuring they’re open, accessible, and easy for all team members to install and use consistently across tools and platforms.s.
Color Palette
Every color in the new palette was intentionally chosen to reflect the emotions, values, and image we wanted Edkimo to project. Rather than starting from scratch, we built on existing associations and refined them into a cohesive, purposeful system:
Blue – The core brand color, representing stability, trust, and practical service. It grounds the identity and signals reliability.
Orange – Adds energy and approachability, evoking creativity, empowerment, and a dynamic spirit.
Aquamarine – Brings a fresh, calming tone that connects to positivity and open feedback—central to Edkimo’s mission.
Green – Suggests helpfulness, clarity, and correctness—a nod to educational integrity.
Beige / Seashell – Offers neutral space and visual calm, helping other elements breathe while softening the palette.
White, Black, Grey – Functional and foundational, these neutral tones ensure balance, clarity, and accessibility throughout.
