The new brand will bring together Kaplan International Languages, Alpadia Language Schools and Azurlingua under a single global identity, with all schools currently operating as Kaplan International Languages transitioning to the Positively Languages name.
The move follows Inspirit Capital‘s acquisition of the business, revealed by The PIE News in April, and represents what the organisation describes as a strategic evolution designed to strengthen its position in the international language travel market.
At the time of the acquisition, Kaplan International CEO David Jones told The PIE that the decision had been difficult, but would allow the languages arm of the company to “give it the attention that it deserves going forward”.
William Wellesley, executive chairman of Positively Languages, said the rebrand reflected a broader focus on student outcomes beyond language acquisition.
“Positively Languages is more than a new name; it’s a commitment we’re making to every student who chooses to study with us,” he said.
“Our commitment to academic excellence is unwavering, but we’re also expanding how we engage with learners, unlocking education, careers and life opportunities through learning that is practical, motivating and outcome-focused.”
Caroline Maas, COO of Kaplan Languages Group, told The PIE that Positively Languages’ name and brand identity would help it come into the ELT market with “something really fresh and exciting”.
In particular, the choice to use the word “positively” refelcted “where we think we’re going and what we think the essence of our buisness is”, she added.
“I think the brand gives us a lot of different opportunities to express that with our markets, for our students in our schools and for their teachers,” Maas said.
And she said that the new brand mirrored where the company sees the future of ELT learning, which has experienced several headwinds such as declining student numbers in recent years.
“We see this as signalling to the world that we are very optimistic and enthusiastic about the future, consider it very bright, and understand that the market and the industry will require evolution,” she said. “It will require a fresh take and a fresh approach.”
The company said the new brand would continue to serve students from more than 140 countries through its global network of language schools and summer camps, while working with agency partners worldwide.
We see this as signalling to the world that we are very optimistic and enthusiastic about the future, consider it very bright, and understand that the market and the industry will require evolution
Caroline Maas, Kaplan Languages Group
The business has outlined four pillars underpinning the new identity: world-class education, study in leading destinations where the target language is spoken, supportive learning environments and guaranteed progression through its teaching methodology.
Although the rebrand has now been announced, the business will continue to operate under the Kaplan International Languages name until the full launch of Positively Languages later this year.
