Duolingo has grown to become the world's most popular way to learn a language. In its earliest phase, the startup hired my team to brainstorm name ideas. The founder (and creator of reCAPTCHA), known for human computation problem solving with an added purpose, wanted the product name to reflect a 'dual' functionality, which led to the current name we landed on: Duolingo.
Logo Design / Company naming
With the name in place, a visual identity was created to set the character for the new company: Approachable, friendly, easy to use. Consideration of color, tone and letter casing helped add distinction within the letterform, and assists with pronunciation. The subtle face crafted into the letterform adds emotion, and can be used as a stand-alone form where needed.
Meet 'Duo' the cheery mascot who helps guide you through your language learning lessons. This original identity system remained in use until the brand update in 2019.
