00:00 · Class starts
The logo was already there. Everything around it was still blank.
I joined 10 Minute School in 2017 as a design intern and grew, year by year, into its creatives lead. Together with Zahid and Majhar from my creatives team, I turned one mark into a logical, functional brand: its rules, colours and type, its sub-brands, the things people carry and the walls they work between. 10 Minute School still works by that guideline today.
- Brand & visuals
- Asif HossainCreative Lead · Brand Designer · Visual Direction
- With
- Zahid Hossain
Md Majharul Islam - Logo
- Ziaus Shams
- Years
- 2017 – 2025
Minute 01The school
It started as a YouTube channel. Now it’s a school for millions.
Ayman Sadiq started 10 Minute School in 2015 with short lessons on YouTube. Ten years on, it’s the country’s largest edtech platform, with over 2 million learners every day. A school that big talks to children, parents, job seekers and partners, all at once. It needed to look like one school while doing it.
Four words we kept coming back to
- Interactive education
- Empowerment
- Community
- Growth & innovation
Minute 02The mark
The logo came first, and it was a clock all along.
The 10 was drawn by Ziaus Shams. Its idea is simple and clever: ten minutes on an analogue clock, from 12 to 2, folded into the 0 as one red mark. Try it yourself.
00 min · drag the hand to 2
Minute 03The routine
A logo is a good start. A school also needs a routine.
A mark alone can’t tell a designer which red to use, where a partner’s logo goes, or what a staff ID should feel like. So the work became a class routine: one subject at a time, period after period, until the whole timetable was filled in.
Tap a subject to jump to its period.
Minute 04Construction
Then we fixed its geometry, quietly.
A logo that has to live on a phone, a billboard and a lapel pin needs exact geometry. So we put the mark on a grid. Every stroke turned out to share one unit, x: the stem of the 1, the ring of the 0, the arc and the bar of the hand. The bar sits at an exact 45°, and MINUTE and SCHOOL together stand exactly as tall as the 10. Change too much and people notice; this was meant to be felt, not seen.
Minute 05Colour
Red, black, and a lot of white space.
Red Pigment carries the brand. Raisin Black keeps it grown-up. White leaves room for the lesson itself. Each colour comes as a ruler of tints, so nobody has to guess what a lighter red should be. Tap one to copy it.
Secondary pair
Gradients
#EB2026 → #221F20#EB2026 → #F2696D#8757F3 → #BAA0F8#FFDA45 → #FFE785Minute 06Type & voice
Two scripts, one voice.
10 Minute School teaches in Bangla and in English, often on the same poster. So every type rule comes as a pair: Poppins for English, Hind Siliguri for Bangla, sized together from headline down to fine print. Neither script is the guest.
Poppins English
Hind Siliguri বাংলা
Experience better learning!
এক্সপেরিয়েন্স বেটার লার্নিং!
This is sub-headline copy
এখানে সাব হেডলাইন হবে
This is paragraph body text. This is paragraph body text. This is paragraph body text.
এখানে প্যারাগ্রাফ বডির টেক্সট হবে। এখানে প্যারাগ্রাফ বডির টেক্সট হবে।
This is fine print copy. This is fine print copy.
সিলেক্ট করো তোমার সেকশন, শুরু করো তোমার জার্নি।
Download the App!
আজই ডাউনলোড করুন!
Sizes set for an A4 page.
On a campaign
Never Stop Learning!শেখা আর গল্প— একসাথে
The same photo speaks both languages. The logo never moves; only the line changes.
Minute 07Rules
Rules that answer the question before it’s asked.
Which logo goes on a photo? What happens on red? Can it be a watermark? The guideline answers each one, so a designer working late on a deadline never has to guess. Pick a background.
On white, the logo is Raisin Black with the red hand: the version everyone knows.
On black, the numbers and the wordmark turn white. The hand stays red.
On red, the logo turns white, and the tiny red hand gets a white outline so it never disappears.
On a photo, only the White-Red or Black-Red version, whichever reads better.
In videos, the White-Red logo sits at 50% as a watermark.
When colour isn’t possible: fully white, or ash grey.
Minute 08Don’ts
Eight ways to break a logo, marked in red.
Knowing what not to do matters as much as the rules. So the don’ts read like a test every designer takes once: spot what’s wrong, then never do it again.
Logo test10 Minute School · Brand & Identity
Name: Every designer, ever
0/8
Spot what’s wrong with each logo.
- 01
Don’t go below the minimum size.
- 02
Don’t use other colours on the logo.
- 03minute
schoolDon’t use another wordmark.
- 04MINUTE
SCHOOLDon’t rearrange the wordmark or the icon.
- 05Unit name
Don’t lock in a company unit name.
- 06
Don’t outline the logo.
- 07
Don’t use a gradient on the logo.
- 08
Don’t rotate the logo.
Teacher’s note: one logo, drawn one way.
Minute 09The family
One school, many classrooms.
As 10 Minute School grew, it split into segments: school classes, admission and job preparation, skills, live classes and more. Each needed a name of its own without becoming a brand of its own. The rule is short: the logo on the left, the segment on the right, the same spacing and colours every time.
- K-12
- Admission
- Jobs
- Skills
- Affiliation
- Live
- SDG
- ELC
App icon
The 10 on its own is the app icon, on white or black only. Easy to spot in a crowded phone.
Partnerships
When another brand joins in, it takes the top left, 10 Minute School keeps the top right, and both stand at the same height.
In motion
Motion follows the same rules. The logo cycles through the three grounds it’s allowed, white, black and red, and even the hotline ends by folding into the 10.
Logo animation & motionMohammad Shahin Islam
Minute 10Out in the world
And then it walked out of the screen.
Business cards and staff IDs. A rubber seal. Certificates for winners. Diaries and gift boxes, T-shirts for campaigns, billboards across the city. Every piece follows the same guideline.
And the place where it all happens
RecapBefore the bell
The whole class, in eighteen seconds.
Before the bell, a quick recap: the mark and its rules, the campaign, the app and the web, the paper and the merch, all in one short reel. It ends where the whole story began, on the logo.
10:00 · Class dismissed
Never stop learning.