This branding was designed to help secondary school students find the right career path for them. The logo was designed with sub-logos in mind that would be easy to create, as more logos would need to be added as they were for individual course talks.
The design needed to suit different audiences, students, parents, and guidance councilors. This is why the logo mixes serif with Sans serif, the serif giving it a more timeless sophisticated feel paired with a modern trendy sans serif.
The illustration was designed to show different future career paths, the idea of a student being split between what they would like to do. This matches the theme as the talks were all about finding the right path for the individual.