Visual Identity for The Waymire Group

The Waymire group is an educational sales group based in Houston, TX representing top publishers from around the country. I set out to give them a visual identity that felt at home among the education landscape but would help them to stand out.

To do this, I developed a palette comprised of colors pulled from old-school educational materials — blackboard black, chalky yellow, and schoolhouse red. For the logo I opted for a type treatment of a modern serif that subtly channels the thick slab serifs of yore while keeping the identity firmly planted in the present. An open book motif pulls the branding together with its multiple applications and extendable width.