Beyond the Logo: Crafting a Brand Identity

By ·Founder, Design Work Life + Seamless Creative

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Class Project

A brand identity system

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.

Level: Intermediate

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 trying to perfect her own. Little did she know, it would lead to a life-long obsession with typography and design. The obsession forged a path to New York City, where she founded both Seamless Creative, a design studio she now runs with her husband Brian, and Design Work Life, a design-centric inspiration blog, in 2008.

Since then Seamless Creative has helped many local and national small businesses thrive through their design work, and Design Work Life has grown into an inspirational online community for designers around the world.

You can also follow Courtney on TwitterDribbblePinterest and Facebook.

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    • At a Glance

    • Membership Class

      Free With Membership

      Become a member to get access to this class for only $9.95 a month. Or, purchase individually for the list price.

      Learn More

    • 10 Video Lessons
    • 2.6K Students
    • 99% Positive Reviews (70)
    • Self-Paced Online Class
    • How does an online class work?

      Classes revolve around completing a project and collaborating with fellow students to give and get feedback on your work. Use Video Lessons and the Project Guide designed by your teacher to complete your class project.

    • Do teachers give project feedback?

      Teachers design and present all class content, but Skillshare is community based around student-to-student interaction. You'll be surprised at what you learn from your classmates!

    • When does a class end?

      Never! Once enrolled, you have lifetime access to class materials. That means you can learn when and where you want. Learn at your own pace.

    See All
    Enroll for $9.95/month
    or Purchase for $20

    Free With Membership

    Become a member to get access to this class for only $9.95 a month. Or, purchase individually for the list price.

    Learn More