Gleim Publications

A brand refresh for an exam prep provider specializing in accounting and aviation.

What we did
  • Design
  • Discovery
  • Verbal Identity
  • Visual Identity

Gleim Publications was founded in the early 1970s to aid aspiring accountants in passing their exams. By utilizing an innovative outline format that combined comprehensive understanding with ease of comprehension, Gleim became a top resource for learners. This approach was so effective that the company expanded into aviation, where it also became a leading resource for aspiring pilots.

Initially, Gleim’s success was largely due to word-of-mouth marketing. However, as competition increased over time, it became more difficult for the brand to be discovered. As a result, Gleim has decided to reintroduce itself as the original and still the best resource for all certification seekers who want to pass their exams on their first try.

Verbal Identity: The Straightforward Mission-Driven Mentor

Gleim’s brand is a reflection of its founder, Dr. Irvin Gleim—a mission-driven mentor who believed in creating a learning methodology that could help accounting and aviation certification seekers comprehend complex material with ease. Dr. Gleim’s approach was straightforward yet comprehensive, and it had a positive impact on career advancement in addition to helping learners pass their exams.

Visual Identity: Onward and Upward

Gleim’s visual identity, inspired by Dr. Gleim’s philosophy of “Onward and Upward,” features a refreshed red logo with a dynamic “G” symbolizing progress and growth, serving as an architectural framework for Exam Prep and Aviation, represented by radiant rays. With a focus on personal success and giving back, the visual identity proudly incorporates the “Gleim Gives Back” mark, reflecting their commitment to supporting education and philanthropy, while the Gleim Promise Seal signifies their dedication to empowering learners with comprehensive resources for exam success.

Brand Expression: Elevating Success

Gleim’s brand expression is an embodiment of Dr. Irvin Gleim’s visionary approach, empowering accounting and aviation certification seekers to comprehend complex material effortlessly. With a focus on simplicity and comprehensiveness, our brand inspires success, propelling career advancement and helping learners pass their exams. It goes beyond traditional study materials, offering a comprehensive ecosystem that nurtures growth and fosters confidence. Our brand expression radiates positivity and unleashes potential, reminding individuals that with dedication and the right tools, they can surpass expectations.