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:
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.
A brand identity system
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...
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...