Cuemath is an Indian edtech platform founded in 2013 by Manan Khurma, offering after-school math and coding programs for K-10 students through live, one-on-one online tutoring.[1] The company’s name reflects its teaching philosophy: the platform “cues” the student to derive the answer themselves rather than being told directly.[1]
Design and History
In 2021, Cuemath undertook a rebranding exercise that included a new logo and colour palette.[2] The brand partnered with creative agency Red Antler for the new identity, which launched alongside the tagline “Get Better at Math, Get Better at Everything.”[1]
The new logo features a simpler and angular rocket with an oval window, which indicates momentum.[2] The rocket is intended to symbolise the path towards achievement and is the company’s way of saying that nothing is unreachable.[2]
Meaning and Symbolism
According to Arvind Iyer, Cuemath’s Chief Marketing Officer at the time of the rebrand, the rocket is symbolic of standing for excellence, yet having elements of playfulness, determination and achievement.[1] The trajectory of the rocket is towards the North Star, which for the company represents mastery of mathematics. The rocket also acts as a springboard, reflecting the belief that every child can learn math.[1]
Typography and Design
The Cuemath wordmark incorporates subtle geometric elements, including the 45 degrees formed by the V in M and the acute angle of the A.[2] The brand’s colour palette includes Selective Yellow (#FFBA07), White, and Mine Shaft (#2B2B2B), a dark grey-black tone.[3]
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