Driving School Branding
Branding May 2026
Brief
Create the brand identity for a driving school
Role
Designer for client project
About Manueel
Manueel is a driving school and education platform all at once. Their goal is to make driving more approachable for a larger audience.
For this reason, they provide a subscription based online learning environment where people can watch videos that are relevant for both their practice and theoretical exam.
When they reached out to me, they already had branding in place but they felt it didn’t fit the future of the brand. Since they also wanted to redo the whole learning environment, they felt it was the right time to bring someone on the project to do the rebrand: enter & the design.
It was important in the branding, to make it feel approachable but also exude a reliable feeling. Since learning how to drive is quite a big step for many people, this brand had to feel reliable and trustworthy in their knowledge. This was an important pillar that we included in the branding process.
Robin
(owner of Mujlek Studio)
“I’ve worked together with Iris on a project with a very short deadline and it went super smooth and quick. She really thought along regarding the content and immediately got the feel and style right. She is very down to earth, which made the communication very easy. Always clear, always on time and I was kept up to date.
You can feel that she is really dedicated and involved to what she’s creating. Great to work with, 10/10 would do it again!”
The logo
During the strategy session, it became clear that the target audience for this brand was quite massive, since people of a huge age range want to learn how to drive. This makes it more complicated to create a design that appeals to all. Hence, we decided to keep it as simple as possible.
We also agreed that the branding should be unique and recognisable. The owner didn’t want anything related to cars specifically, or steering wheels, nothing too obvious. So the route was to go more abstract.
I decided to keep the word mark very simple, making slight technical changes to the logo font: Added a part to the ‘M’ to make it feel like an arrow. Slanted the ‘M’ to give a feeling of speed.
For the brand mark, we went for something a bit more complex but still a simple look. The brand mark is made up of the negative space in the ‘M’. I edited this in such a way that the two shapes look like arrows pointing at one another. The thought behind this is both related to traffic signs but also the fact that people are learning something from somebody else. Two people with different starting points, trying to get to the same destination. Figuratively and literally.
Complete logo suite
The rest of the logo suite came up quite easily as it was all based on the initial concept. We just wanted make sure the variations were all usable in different situations and clearly represented the brand. The client mentioned he probably wouldn’t need to use the variation with the tagline but I still added it to clearly demonstrate the type pairing as well.
Misc design
Whenever I deliver any form of branding, I always ensure to add enough misc to demonstrate the brand in real life situations. It’s a great way to also test if the concepts we made actually work as well.
With these brand application examples, I also give the client an idea of how to use the brand assets and how the minimal style is implemented in layouts and print materials for example. I often find it’s easier to understand when you show it instead of telling.
