Beyond the Logo: Crafting a Brand Identity

, Founder, Design Work Life + Seamless Creative

About the Class

While a logo is often perceived as the most important part of a brand, it never exists in a vacuum. It is always seen within the context of other visual elements and in various environments and applications. Color, typography, photography, patterns, illustrations—these visual cues are crucial to conveying a brand's values, attributes and personality to the world.

During the design process, these important details present endless possibilities, and the choices can be overwhelming.

So how do you move beyond the logo? This class will give you the knowledge you need to make your logo the cornerstone of a fully realized brand identity.

What is the project?

For our class project, you will expand upon an existing logo to create a comprehensive brand identity system. You will develop everything from the color palette and complementary typography, to supporting graphic elements such as patterns or illustrations. In the end you will have a complete brand identity system that's ready for client presentation and real-world implementation.

You're welcomed (and encouraged!) to work with a logo that you've already designed, but if you don't have one available I will provide sample files for your use. I will work with this same design myself throughout the class to guide you through the process.

What skills will students learn?

Over the course of this class, we will cover:

  • Brand identity basics: What is a "brand identity" and why is that different from a "brand?"
  • The essential building blocks of an identity system, and an overview of how they work together to support and enhance your logo.
  • Considerations for both print and digital media.
  • How to choose a coordinating color palette.
  • How to choose complementary typography.
  • How to develop a library of additional supporting graphic elements—from patterns to secondary logos, illustrations and more.
  • Methods for organizing these components into a format suitable for a client presentation.

Who is the class for?

This class is for anyone who feels that they have a handle on the logo design process, but wants to learn how to take it to the next level.

More Information

Level: Intermediate

School: Design

Related Subjects: Branding, Identity Design, Logo Design, Illustration

Watch this class now

  • Master real-world
    skills taught by
    industry leaders.
  • Hundreds of classes
    for $9.95 a month.
Start 7-Day Trial

or purchase this class for $20

At a Glance

  • 10 Video Lessons
  • 2.7K Students
  • 99% Positive Reviews (70)
  • Self-Paced Online Class

Class Project

A brand identity system

View all projects

About the Teacher

Courtney Eliseo

Courtney Eliseo

Founder, Design Work Life + Seamless Creative

Courtney’s first typographic memory was discovering her father’s extremely meticulous handwriting as a child. From then on, she carried a pad of paper with her everywhere, feverishly t...

99% Positive Reviews

Megan Sellars

Megan Sellars

Brilliantly presented. Courtney is fantastic at communicating a clear, easy to follow process. I really enjoyed the presentations, and for a relatively small investment of time, I've l...

View all reviews

Add to Wishlist