Writing the Next Chapter of Our Brand Story: By Instructure

Table of Contents

I’m often asked why great branding matters. As a passionate marketer, I firmly believe great branding tells the story of who you are and what you stand for as a company. It helps reinforce that emotional connection customers have when they see you, which is why brand and trust are often mentioned together.

At Instructure, our brand started with the creation of Canvas LMS in 2008. At the time, we wanted to create a new experience for students and educators. One that was simple, engaging, open and reliable; an experience that people would love. And over the years, we delivered on that promise - a promise customers associate with Canvas itself.

We’ve grown from a small start up to a global company serving 7,000 customers in more than 100 countries. Our online user community now connects its 1.5 million members with resources, insights and each other. Beyond Canvas LMS, we now have the Instructure Learning Platform, with six areas of focus offering products for every stage and style of education. Products built on the belief that everyone in education should have open, equitable access to high-quality information, content, data, and resources. We’re proud of the success we’ve seen since 2008 as we continue to support customers and deepen our relationships across the educational ecosystem.

 And it’s all due to the people at Instructure. 

Today you'll see a new brand architecture that reinforces the brand story that has always been part of our DNA. A brand architecture that brings our product brands together, to deliver on who we are and the clear focus on our mission. These changes to our product names and logos do not change the product functionality you depend on. 

Canvas by Instructure and its product offerings sets the foundation for teaching and learning in and out of the classroom. 
Mastery by Instructure offers the latest in assessment tools and quality content for K-12.
Elevate by Instructure provides products designed to improve the use of data and technology.
Impact by Instructure facilitates deeper engagement with the technology that fuels learning. 

For us, ‘by Instructure’ reflects our passion for what we do every day. It represents employees who support our customers and partners. And, it stands for individuals dedicated to improving education for everyone.

I invite you to check out the updates on our website and explore our new brand guide. If you have any questions, we’d love to hear from you at brand@instructure.com. 

 

About the Author

SVP, Marketing

Michelle leads strategy and oversees digital experience, content marketing, communications, customer marketing, branding, creative, and events at Instructure. In her 25 years of elevating brand engagement and driving revenue for brands, she’s led worldwide marketing initiatives for global technology companies like EMC, Ancestry, Novell, and Landesk. Michelle was recognized as one of the top 15 Influential Women in B2B Marketing in 2020, and serves on the Utah Advisory Committee for the U.S. Commission on Civil Rights. She has a bachelor’s degree in communications from Brigham Young University.

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