US edtech company HMH graduates from textbooks

The 200-year-old heritage brand underwent an identity overhaul at the hands of global creative consultancy Lippincott to highlight its efforts at shaping the future of education. Now a digital-first innovator, the brand was keen to move away from being seen merely as a static textbook provider.

HMH, previously known as Houghton Mifflin Harcourt, is a K-12 adaptive learning company that provides curriculum, assessment and professional learning solutions. With the post-Covid era seeing a marked rise in the number of tech platforms and teaching resources, HMH had also transformed itself by integrating its resources into an end-to-end, insights-driven platform.

“Just as there isn’t one kind of student, there isn’t a one-size-fits-all approach to education. Educators need an intuitive digital ecosystem that helps drive momentum, growth and continuous learning for every student,” says Jack Lynch, HMH CEO. “Everything we do at HMH is in service of creating thriving classrooms built on meaningful student-teacher relationships.”

Lippincott was therefore tasked with communicating the brand’s new offering as an innovator in the education market. The core set of needs it identified that HMH can deliver – flexibility, ease of use and engaging learning experiences – contributed to the new brand idea: Growth in motion.

From traditional publisher to adaptive learning company, HMH’s revised identity hopes to link the relationship between students, teachers and administrators. This is represented in the updated logo by the use of three ovals that move in an upward trajectory.

Elsewhere, bold visual devices were also incorporated into the visual identity along with a vibrant colour palette, celebratory imagery and a clean, simple typography. Its ‘creative co-pilot’ tone of voice is modelled on HMH itself, hoping to serve as a skilled and steadfast partner of vital tools, information and decisive guidance.

Greg Daniel, HMH CMO, adds, “To create a leading brand, one must be a driver of both connection and progress. Building upon our trusted reputation, we are evolving our brand to better reflect who we are today and who we are becoming.”