Digital education company DreamBox Learning has solidified its shift to emphasize the K-12 school market over the consumer market by unveiling a new logo and brand identity.

Bellevue, WA-based DreamBox, founded in 2006 by Lou Gray and former Microsoft executive Ben Slivka, was acquired two years ago by Netflix CEO Reed Hastings and the Charter School Growth Fund, a non-profit venture capital firm.

At the time, DreamBox had pursued a parallel strategy of emphasizing sales to parents as well as schools after its initial web-based math product was released in early 2009.  Since then, its adaptive math instruction has been extended from grades K-2 to grades K-5, and education industry veteran Jessie Woolley-Wilson joined DreamBox as president and CEO.

Noted DreamBox VP Marketing and Product Management Patti Smith, “Our new identity allows us the flexibility to expand our presence in the broader K-12 school market.” In late 2011, DreamBox raised an additional $11 million.

Previously: Reed Hastings, John Doerr and others invest $11 million in DreamBox Learning

Frank Catalano is a regular GeekWire columnist helping with vacation fill-in duty this week. You can follow Frank on Twitter @FrankCatalano.