As JBHM Education Group set about marketing new systemic services to clients, Communication Arts developed an appropriate name and identification. Inspired by the “Five Essential Practices of Effective Schools,” fundamental to all services provided by the school-improvement company, Communication Arts coined the unique moniker, Quinpoint, and constructed a classically styled logotype with custom ligatures that add energy to the form. A deep teal and dark red contrast and complement the company’s corporate color palette.