About Us
Sesame Workshop is a nonprofit educational organization dedicated to helping children grow smarter, stronger and kinder.
Best known as the creator of Sesame Street, Sesame Workshop uses the power of media, play, and research-based learning to support early childhood development across cultures, languages, and socioeconomic conditions.
Founded in 1968 during a period of social change in the United States, Sesame Workshop emerged from a radical idea: that television, which is often dismissed as passive or harmful, could be used as an educational tool to close learning gaps and promote equity. From its origin, the organization was designed not simply to entertain children but to prepare them for life.
Rebranding Objective
Sesame Workshop will evolve from educational media to a systems-level advocate for healthy childhood development.
Sesame Workshop will expand its role in shaping how children grow in today’s world, from a trusted educational media producer to a leader in healthy childhood development. The re-imagined brand will move beyond early learning television into the larger systems that influence childhood, including technology, education, and caregiving.
In a fast, algorithm-driven culture, Sesame Workshop will stand for slower, more intentional development based in emotional intelligence and well-being. The brand will extend its impact beyond early childhood and into the teenage years, which will help redefine how society supports young people by not just educating them but also guiding, protecting, and empowering them as they grow.
Redesign Process
To develop the new identity for the brand, the keywords from the mission were used to guide direction for 3 rounds of sketches. The result is a new identity with a set of 4 logos with different characters, each aligning to a different value of the brand: Cora or heart for Compassion, Flora or flower for Confidence, Luma or spark for Curiosity and Stella or star for Opportunity.
Brand Extensions
By grouping products and experiences, these charts make it easy to see how each supports different aspects of growth and help us understand the full picture at a glance. This diagram is a framework that reveals how Sesame Workshop operates as a system, mapping relationships between learning, growth, emotion, and opportunity across a child’s development.
Products
PROD_01 Luma Kits
PROD_02 Cora Comfort Cards
PROD_03 Luma Curiosity Journal
Services
SERV_01 Cora Circles
SERV_02 Stella Paths
SERV_03 Flora Mentorship Program
Environments
ENV_01 Flora Labs
ENV_02 Canopy Spaces
ENV_03 Cora Reflection Spaces
Experience
EXP_01 Sesame Grow Festival
EXP_02 Luma Discovery Days
EXP_03 Stella Future Studio
EXP_04 Sesame Stories Platform
Education
EDU_01 Cora Story Sessions
EDU_02 Flora Confidence Workshops
EDU_03 Sesame Home Guide
Co-Branding Opportunities
CO_01 Sesame x LEGO Build Futures
Sub Brand Initiatives
SUB_01 Sesame Systems
