Creating Conceptual Work: Logo Design That Goes Beyond Pretty | Ilya Lobanov | Skillshare

Creating Conceptual Work: Logo Design That Goes Beyond Pretty

Ilya Lobanov, Creating brands that make impact

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
9 Lessons (37m)
    • 1. Introduction

    • 2. What Is a Logo and What It Isn't

    • 3. Why Create Conceptually?

    • 4. Asking the Right Questions

    • 5. Sketching Out the Concepts

    • 6. Tips for Designing the Logo

    • 7. Case Study Part 1

    • 8. Case Study Part 2

    • 9. Your Project and Final Thoughts

13 students are watching this class

About This Class

Any graphic designer will tell you that logo design is one of the key skills you need in the industry. A logo is the first impression for any brand, and it needs to look professional and aesthetically pleasing. 

However with more and more people offering logo design services, and sites offering cheap-o $5 logos, you can no longer compete just on the quality of your graphic design alone. You need the added advantage of creating conceptually.

Creating logos using grids, golden ratio and other design principles are all fantastic, useful and you may even say vital for a well balanced design. However that’s not what this class is about.

For the last 15 years I have been working as a brand specialist and creative director and as part of this video series I want to walk you through how you can create a logo conceptually, so that it’s not just pretty, but can stand the test of time because of the meaning behind it. 

With this class I want to empower you with the mindset and the advantage to create logos that are not just aesthetically pleasing, but are meaningful and can stand the test of time. 

Key Takeaways:

  • Difference Between a Logo and a Brand
  • Why Design a Logo Conceptually
  • Styles and Types of Logos
  • Process of Developing a Logo Concept
  • Logo Design Tips and Tricks

Class Project 

For your class project I would love for you to show how you’ve applied the techniques you’ve learned in this class. After all, applying the knowledge is the best way to learn anything new.

After watching the class I will invite you to share a sketch and/or the final logo design for any company, making sure to note your four logo objectives. It can be a rebrand for any existing company, or it can be a client project, but the key idea you need relay to us is why you believe those concepts summarise that company and how you’ve applied them to the logo.


1. Introduction: hi and welcome when my name's Alia And today I'm Friel to be talking to you about something I'm truly passionate about. That's logo and branding. For the last 15 years, I have been working as a brand specialist and creative director in this part of this video . Siri's I want to talk you through how you can create a low conceptually so that it's not just pretty. I can send the test of time because of the meaning behind it. There literally thousands of classes in video barrels out already that picture hiking design a logo is in grades golden ratio as well as other design principles that all really fantastic and really useful and, some might say, even vital for creating a well balanced design. But this is not with this classes, and I have worked with design studios with different Zahn freelances and even ran designed for 40 reviews of design students. And needless to say, I have seen many different logo designs in different longer design projects. I've seen some very strong lager designs and some poor ones, and I've also seen some beautifully designed logos, but that a week, because they elect the meaning behind it and with age very quickly. There is one common drawback that sends out with the latter. I've seen far too often with designers starving and stop exploring different directions for logo and ideas, and they give very little thought to the concept behind it. They just form the concept in the middle of a sketch. Awards is an afterthought after they've already created the longer. So at the heart of this class is really idea that creating a log isn't exclusively designed practice. It's also a problem solving excited. It's a branding exercise in that it's not really just about aesthetics. It's about the concepts and the meaning behind the longer that's being created. I've put this class together to share the principles you can use to create the longer that has a strong concept behind it and convince the brand values and ultimately in stand up. There's a time this class is not just for design students, beginners. I believe that we consume designs of any level or interpreters who want to create a logo with me. I will be the first to admit that even after 15 years of working in the design industry, there's still plenty of new things and new redefined concepts. I am constantly learning almost every day. I believe no one can truly call themselves a master would have continually leveling up and creating new skills and learning new opportunities to create in design. So I'm excited to share my learnings, my experience and my complete Norge a few, and hopefully this will add an extra advantage to your longer design game. Go ahead and roll now and I'll see you in the next video. 2. What Is a Logo and What It Isn't: before we begin. Let's define what up longer is and what it isn't one of the most persistent mixes that love is the same thing as a brand. Now it's true that the region in the world brain was basically ah longer in today's terms. It originally was defined. Is an identifying mark made by Hot aren't so. There was an ancient way to brand cattle. This is possibly where some of the confusion came from, however, brand and what it means, and it has evolved a lot since then, and that has split away from simply being a logo in the past. It was understandable by that a lot of the jargon and specificity off the graphic Designing Street was out of reach for someone not working in the field. Back in the day, when graphic design was still a manual labor where the designers and top sets had to manually cut out and create the layouts and design by hand, he was not necessarily accessible to everyone. By the way, there is a great future video off Sean Adams doing a walk through off what it was like to be a graphic designer some 30 years ago, so It's a really fantastic video, really recommended you check it out after the class. Not nowadays, with ready access to sandals like Canvas and Adobe, we are all more or less exposed to the world of design. And just the other day, a friend of mine bragged about creating his own very own logo. Just wait for it in PowerPoint, so any any of you out there that feel the same. PowerPoint is not a design software, but I digress. The point is that humans are clever bunch. So if much more exposure to brands and logos more and more, I start to get the sense and the difference between what the difference between Logan the brand, is, as we already discussed in my previous class, creating memorable brands. A brand is a combination of everything about the business, which usually includes but is not limited to, the fonts colors, graphics of use, the brand values, your mission, the customer service. You provide the donor voicing your messaging on the website flyers and emails. It's even the way that your employees answer the phone. It's the way your officer showroom looks or smells. What kind of on hold music you play when someone calls up. Ultimately, a brain is away. It makes the customers feel. And what with the perception off what that business is for the customer. So somewhere in that massive ingredient list off what it means to be a brand, one of the really key components is the logo. You wow. Now, thank God that we've gone through this, and we've addressed this massive elephant in the room. Now we can longer if our lives so a low is only small, a small part of a brand. But it really does need to do some heavy lifting for a brand. Think of the loggers in the news, Bush off a brand. For those of you who are not familiar with the term of Miss Bush, it's essentially a single bite size course that proceeds old other courses in the restaurant and vision to pre selected by the chef. The function of Miss Bush is stuff, a glimpse of a chef style and creativity and set expectations for the rest of the meal. It really has become somewhat over showcase in other artistry and style for for the chef. So imagine that receiving a really bland and uninspired and was Bush really set the expectation for the rest of the meal, or perhaps even worse, receiving a great delicious and with Bush on Lee to be tragically disappointed by the rest of the courses. So a logo similar to the moon's bush has to really set expectations for brand and has to be true and has to convey the true and accurate introduction and conveying the true essence of a brand. As the great soul boss said locus biographic extension off the internal realities of a company So you can say that a logo is something that needs to pack a big punch in a single bite. 3. Why Create Conceptually?: So there's really this big, ongoing debate in the design community of whether longer should really have a concept behind it or not. One group of dishonest may say that love is just that, just the logo, and it should just be pretty, perhaps clever, but ultimately is just a small piece of a branding puzzle, and it doesn't really need to do much. There is some truth in that, especially when you open up the larger conversation of what the brand means and the whole branding identity. When the lowest part of Ah ah larger visual system, also known as a brand identity, which is based on a solid brand strategy, you can really take some of the pressure off. Away from the logo, however, is we discussed in the previous video. If you're creating a logo which fails to convey the essence of a brand, well sets the wrong expectation for your customers. You're really missing out on a huge opportunity. If you're creating a longer which is just pretty, competing of others in the same industry or market who will probably also have a nest statically pleasing logos, what would compel your potential customers to pick you over competitors without any interaction with your brand. Would you? Customs. Remember you? Would you stand out in a busy marketplace without any differentiation? Now imagine. You have to create a logo for a coffee shop. So name some of the obvious things for longer that you would explore fast, perhaps coffee cops, coffee being steams and so on. That's good, that well done. We have now explored things that we actually wouldn't used to create this coffee shop longer. Of course, if you're really talented graphic designer or illustrator, you can craft really beautiful and slick looking loggers and even, perhaps unique Lagos based on those shapes and symbols. But why would you settle for for this kind of really surface level idea, the world is far too complex in lines of five to show to CNN the Coffee Cup longer move beyond the obvious and ask yourself, Are you creating something truly compelling and meaningful? This is where the conceptual thinking comes into play. There is a great power to be able to think both aesthetically and conceptually at the same time. You certainly need the balance of both. To be a strong designer, think that sexually is hard. I think ultimately it is a problem solving skill. Just like any skill, It takes down Tomas straight with lots of practice but the benefits of a really long term as you get better at seeing the bigger picture and creating solutions that arm or holistic and more timeless to give yourself the best chance of having a conceptual, strong lager, it's doing sure that you have. You start with the brand strategy. A stolid brand strategy takes into consideration all of the components of a brand, including the brand values brand mission as well as customers needs. The reason why brands go for a brand strategy is because it can provide tremendous clarity to business owners around where the business is at, where they are heading and where they need to be. It also helps uncover the brands why and create a positioning statement, as we've discussed in my previous class. Creating memorable brand's position statement becomes the guide, which you used to measure and validate the relevance and success of any future Brendan. Too easy, including creation of a logo. While the logo doesn't have to carry the entire brand on his shoulders, there certain objectives that it has to meet in an ideal world, a longer should be able to number one, provide clear identification for a brand number two, open the conversation and introduced that brand number free. Conveyed the essence of that brand. Number four Allude to the brand's values. So perhaps you don't have a brain strategy. Or perhaps you don't have a budget on. You only have a budget for really simple logo you can still create the longer that is meaningful and has a concept behind it. You really don't want to miss out on creating something that goes deeper than just the pretty aesthetic longer. Take a longer, further into Take it further. You'll need to establish the company's why find out what your US peas and what the company's values are, and then aim to convey that in the longer just need to dig a little deeper and ask the right questions. 4. Asking the Right Questions: Let's assume that you haven't done a brand strategy and you're not able to perform one due to budget and time constraints. How do you then break down? Essence of Brand city can create a more meaningful logo. The answer lies in asking quality questions. Quality questions create a quality life. Successful people ask better questions, and as a result, they get better answers. This Tony Robbins quote is true for life at large, but so it's applicable to us as designers. How can you create a meaningful logo without even glancing for merely reality for the brand and the customers? And to be able to imagine the world for the ice without working behind deal, as they say, meaning without actually experiencing what it would be like to work in that company or place or not being a direct custom off that brand? It's really difficult to assess the unique quarters that make a company, and the next best thing is to ask the key decision makers off a business. Some quality questions to get a better understanding what a brand essence and values and USB is. If you're entrepreneur creating your own brand, you can perform this exercise with your partners or even employees and current and past customers understand. What is your Why, if you haven't already established with your brand strategy now the top of questions that you're asking will be determined by who you asking, what your brand does and what the top of service surprise. But here are some key questions or set questions that I like to ask me. Dig around for the cold y of the company. Start with asking What makes you different to your competitors? Who, what influenced you and how one of the biggest mistakes on me, if you see in your industry name four objectives. How you would like a customers to describe your brand. If your brand was a person, what qualities would have? Of course, In addition to asking all this quality questions, you really ought to do your own research, research, the history of the company. What other solutions already out there, what are those competitors are doing? And consider how you might want to position your company to differentiate that the keys to be armed with the research as the great build bandbox said a creative person can't jump from nothing to a great idea. Hey, needs a springboard off information you see to me ideas that are born out of FINA, a merely speculation to provide some context off, what with this cast in the last couple of videos, he's a quick case started for longer I created. We have used the stop of techniques to identify the key concepts I wanted to convey with the logo and with the brand identity overall, regardless of whether I have a brand strategy or not to work with, the thing that I like to dig up from the research and the questions is what the four key concepts that I I want to associate with can associates of the brand in the logo or business? In other words, one of the four core objectives were trying to achieve. This particular client is a consultancy in procuring business, providing services to large oil, gas and mining organizations and companies. In the four key objectives that we have identified, a number one create a brand that feels like a catalyst for change with visual cues off different thinking. Number two conveyed the company's focus on unique solutions for clients, and not just the one size fits all number free position. The brand is a partner for the clients rather than just another transaction. Most of the competitors would way too cold and corporate in nature, so we really wanted to position his brand as a human brand. Number four convey innovation, providing solutions that are creative and going beyond the obvious. Remember that this four concepts have to be based on your brand strategy and based on your research and quality questions in order to be relevant. As you can see, this is no longer just surface ideas and concepts. They represent ical values that co believes USP and the brand essence of that company. And I generally believe that this provide a clear advantage to creating a logo that is not just aesthetically pleasing, but one that goes beyond that. It's it's has a meaning and consent the test of time and represent a company for a really long time. I frequently share my progress when I trying to come up with this for objectives with the client to ensure that we are all on the same page and we can all align with them and I'm delivering something that can truly represent that company. Having established this four territories and concepts, it's no longer just about creating clever or pretty logo. It's about actually inveighing key concepts and making sure that every brand element supports and carries those concepts. So now I did create on the die brand system. For this company, however, I could as well have just created the longer as you can see, even on its own. The logger carries the overarching concept off, challenging the obvious solutions and creating something unique by using this metaphorical nine dot puzzle in the design. By using this metaphor in applying conceptual thinking behind the longer, I was able to be able to tell a much more compelling story for this company. From the get go in the next video, I'd like to share my sketching method and show you how I go from this concept to the final logo. 5. Sketching Out the Concepts: okay, we'll come back by now. You have got yourself for key objectives that you wish that your logo achieved or conveyed pretty much every longer. Designer will tell you that before you jump into your design software, you should really sketch out your ideas first, and my process does not deviate here. I do have an unfair advantage mints catching, though, by using the concepts that I've come up with earlier. Let's revisit the four objectives of a previous logo. This four objectives help me narrow and focus my exploration process by utilizing one of my favorite creative techniques, the morphological metrics. If you're not familiar with the morphological metrics, it's a really versatile idea generation technique that helps the break one problem into smaller chunks, which makes coming up with ideas a lot more productive and efficient. As you can see, I break down each concepts into a row, and I had other roles that I wish to explore as well such a specific word and letter combinations, then the task is relatively simple. From there, I start to sketch out different visual representations of which area that come to mind as I start to explore the ideas some designs might say that I am leaving my options and that the morphological metrics restricts me to those 45 key directions. If you feel that way, you can always deviate and sketch more freely on another page. In addition to using this. This technique, however, the key here is that those four objectives aren't pulled out of thin air. They have been carefully crafted and selected, unquestionably represent the key factors and drivers of that company. This technique not only makes the Logan is on process more efficient and productive, I believe it helps to get to the heart of the logo of much more clarity. 6. Tips for Designing the Logo: that unlimited amount of ways to convey brand value or log objectives in the design. Undoubtedly, if you've gone through to a design college professor has provided lots of examples to telling a story for logo, including there is graphical devices and visuals. As the saying goes, then many ways to skin a cat a za gruesome is that sound? But of course, we're not being literal here, so they're different ways and different types of logs that we can create. Their five he types of logos, such as Abstract Mark is the number one, which is mainly a symbol that can work on its own or in combination with type. Nike and Apple are probably the most recognizable examples, often abstract logo when we have award mark, which is predominately just a typographical logo, setting the business name in the unique or perhaps even custom fund. The third is a letter mark and sometimes also referred to as a monogram. It's typically just a letter or a combination letters, typically the company's initials that create a recognizable graphical device. IBM on HBO are one of the best examples for Monogram logo. Number four is the combination logo. This is where that struck logo symbol is combined. For Ward Mark, this is probably the most predominant approach for creating a lager. And then finally, we also have an emblem, which varies from the combination logo, in that the topography and single usually combined in the more badge design that can work as a standalone device. Tarbox in Harley Davidson are probably the best examples of this type approach. So many other sports related logo tops that use that emblem style. So I wanted to the quick case study off to longest that I designed demonstrate that a brand concept of thought can be represented in different ways on. And then you can have the freedom to decide if you want to create emblem on abstract Marco , Letter mark and so on. Firstly, I wanted to examine the longer have created for my own brand cold studio. So it's derived from the word student and studio in the core concept of this brand I wanted to convey was learning growth, development and ultimately transformation. So instead of focusing on creating abstract mark of literally taken the topography and created this flexible building system out of letters where the width height as well as the front wave can be adjusted to feel a particular space, and it has become a fluid logo that conveys how each of my clients is unique and so is the transformation cycle. Which Bus also conveys that there isn't one prescribed way of learning, but rather flexible format for learning and creating something you, The flexibility of the lettuce in the world might have become the metaphor for transformation and opted in this case not to create an abstract symbol for it. On the other hand, a few years ago, I was tasked with creating a logo for property management app called Consul upon a brand strategy session. We've also established that the key concept for these brand was transformation. In this case, the company was transforming the property management industry. I knew that we wanted to convey that in an abstract symbol because it had to work well and be recognizable as an app icon. Also put upon further digging, we've discovered that another key driver for console was the build partnerships between property managers, Tennant's home illness and so also became the thought off coal, as in co existing cooperating, which also lend itself really well to the 1st 2 letters of Consul. Once a strategy was done and put together in the design process was started. It was just really a matter of finding the graphical representation. I ended up creating this abstract symbol where the sea is becoming an O, or vice versa for this type of kinetic transformation. Transferring that in completing this partnership look between everyone. The symbol perfectly encapsulates the called drivers of the company and can work in any color, which lent itself well to the extent suite of APS of council that we had to also create. Now, collar is an important aspect of creating a logo as it can convey the spirit of a brand and its energy typically red tones associated with something dangerous, risky or exciting. Yellows can represent optimism, and greens can speak off growth and health. Let's go ahead and Google callup psychology to learn more about colors in the meeting and also be mindful off the cultural meanings off which color. Sometimes they can come back and have different associations and different countries. One important aspect to remember when you're creating a logo in relation to using colors is that you want your longer to convey the core message that you have established before you add any colors, the longer it really needs to work in black and white. First color can only help to further reinforce your message, but the symbol topography or Amblin it'd creating needs to be able to tell its story without any additional color. And the reason for that is sometimes a longer will need to be reproduced in black and white . Or sometimes it may appear in spaces that are too small where color can really be effective . In addition to some of the audiences may have a colored efficiency, for example, which means that there may really not be seeing the colors, the true colors that you intended. Therefore, you can't really solely rely on colored to convey a concept or a message for logo. Also, if you creating a typographical top of floegel like a monogram letter Marco combination logo, choosing of creating a phone can be wiped. A phone is a powerful element for efficiently setting the tone and feeling over brand. For example, a slender Sarah front like Padonia Playfair may set the right tone of elegance and glamour for a fashion brand, but will probably not feel at home for a security company where moreover trustworthiness or strength of character to be conveyed. My main recommendation for anyone creating a longer or starting on, the longer it's always to collect your ingredients first before diving into a design program or even before sketching, creating a solid concept and then exploring whether award mark or combination longer would be more relevant for what you're creating before starting. The design will make your Logan's on process not only that much more efficient, but it also provides clarity and, short created longer has a much better shelf life. 7. Case Study Part 1: So in this next video, what I actually want to do is I want to take you through the entire process off what I've been talking about in the previous videos too. I really give you an in depth look off how the process can be applied to your conceptual logo design or the branding project. So for this exercise, I decided to take ah, local business in the surrounding area that I live and kind of take them through my regular thought process off what I would normally do for local top. So and I actually ended up submitting this as a rebranding proposal to this client. So our client is a local real estate business. So I've had personal and intimate dealings with Tom myself because I'm actually one of the tenants of one of the properties. And because I live locally, I'm also seeing quite a lot of the different for sale signs and fully science and things of that nature. And I love this felt that perhaps the local that didn't really do the business justice. So I know that there really meticulous to detail, and they really look at the customers and really kind of family oriented, and they've been around 25 years. So I felt that seeing the logo so many times everywhere high I didn't feel like that was really selling the business. So if we have a look at the original logo top here, that's what it currently looks like. And we jumped back and have a look at the website, so you can see that's the current website in the current logo. They've actually gone through, and it looks like they've got themselves a nice, shiny new website, their family around business trusted since 1995. It's that makes them 25 years old as off 2020. Eso It's quite a nice looking side, but it looks like a template that doesn't really, um, Jill with the logo. I wouldn't say so. The first exercise that I that I did when I started thinking about redesigning the Logan redesigning the brand is obviously I had to look at the existing history. I read a bit about the testimonials of what the people are saying about them, and that was the business. Just because I didn't really have that opportunity to have a face to face conception of them, since this wasn't an actual branding project that I was doing of them. But even from from knows from from that research from North Investigations and explorations , I was able to get quite a bit off clarity and a bit off data, as you will see in the subsequent slides. So having a look at the existing Loga thought the first thing that I started to do is having a look at the testimonials. And the very first thing I've noticed is, even though the testimonials were using different kind of language, I have realized that a lot of the customers are saying things like, Uh, it's very prompt and professional and makes everything so easy. Um, this this particular testimony was saying that there was really the maid of feel really secure in the find. It found the property with minimal amount of hassles as possible on another testimonial, saying that this is the easiest first time by experience, that the head so a lot of that was kind of circling back to that idea off. This real estate agent is making things really easy for the customer. So then the next step that I started to do is something that I do normally eyes. I kind of break down my company, the client's company, into this five stages in this five categories. So I break it down into who you are, what you have, what you do, how you do it. And most importantly, why you do it. So who you are, we can see that that's a brisman based real estate business with family values. Have got that from the website. What you have is they have strong ethics and principles to deliver outstanding results again. That's something that I've been digging out from the history about them and about us Page and also that this their testimonials. Then what did they have? And what do they do is they give people peace of mind in the real estate matters. So that's kind of me. This stealing all those kind of testimonials and key phrases down into this one unique idea . How did you do this? They do this by attracting the best real estate agents and property managers. And then finally, the most importantly, why did they do it? They do that to simplify the process of buying, selling and leasing a property. So all of those together. I'm already starting to see kind of a key concept idea off, making things easy, giving peace of mind on so on. So it's really kind of bulls down to those me making those into set objectives for the log atop in the brand to achieve. As we discussed in the previous videos, it's no longer just this is just a real estate business. And let's give them a logo featuring a little house icon or some skyscrapers. It's kind of going beyond that. It's kind of going to into the emotional values for for the logo on the brand that it should convey. So then falling my process. What I've done is I've kind of asked some different questions, but I've put myself into the customs, chooses if I was answering them. Obviously I didn't have opportunity to discuss it with them, so I thought it was saying things like, What makes you different to your competitors? And from all that research and other I've distilled into? We always put the client at the heart of what we do simply find the process. Then how would customers describe what you offer have picked us into some keywords, including freedom, simplicity, transparency, peace of mind and ethics. And then what values are important to you as a brand. And again, this is things that I've pulled out from. All of that research that I've done is they have a family focus, have personalized service, they attract the best talent and ethics, come first to them. So from all of that election, then distilled it interposition Statement in the position statement is what ultimately became my driving force in the key big idea for developing the logo on the brand. So the position statement started as we want to give people the peace of mind and simplicity with all of the real estate matters. We do this by simplifying the process of buying, selling, renting and leasing a property. So those are my two first objectives that I ultimately identified straight away. The 3rd 1 is attracting only the best property managers and real estate agents. We focus on transparency and are strong ethics toe always deliver outstanding results, and that's going to become my objective number free from there. I actually shortly something down to free taglines 8. Case Study Part 2: So from there I've actually shortlist that position statement free taglines that I could play around with. And what I've come up with was leaving simplicity property simply and a piece of property on that. We ended up settling, actually on leaving. Simplistic because they felt that that was the most distinct tagline can truly conveying that position statement that I've devised for them. So after the short list, the taglines have actually started sketching for for the logo. So usually using the process that I've used previously and explained in those videos of broken down some risky concepts on the piece of paper and ultimately started using my kind of morphological metrics system that I used to drove some different variations of the Lagos and some of the alternative ways to convey the key objectives. So I'm going to show it to you now. So I'm just going to show you mine. No pet here. So for Duck Tisha, we've got solutions for that. Tisha. Firstly, I just wanted to explore some word and letter combinations so you can see that trying to play something ornamental. Then I've tried to look at something that's talking about simplicity and making things easy , and I've looked at leading the path to freedom, which was one of my concepts, and I kind of drawing a little compass there and a little path with dotted lines and kind of continuous lines. And also I wanted to give a homage and do or not to the 2025 years that they come up to you , but also to give a note to the existing logo to try and tie the concept back together, to not throw the baby out with the bathwater and just given something that's actually progressing the brand while still injecting that further meaning into the longer we fall of that that's turned into a proper visual identity. So right now I'm actually going to share with you the final result of you. It's a short video that have put together for them that have actually submitted to them as a proposal. Are running proposal to them, showcasing kind of all the different elements that have come together today, not a victory of body, a celebration of freedom symbolizing and as well a day beginning signifying renewal that well, it changed. So there you have it, as you can see you can use this whole entire process to started the beginning. Define your brand strategy or if you don't have a brand strategy or budget. But brand strategy can still do those key questions. Do your due diligence through your research. Find out about the company, read the testimonials, Talk to the customers on. Ultimately, find out what it is that what's the key thing that's making the brand stand out? And what's the thing that sets them apart from their competitors? What's the USP? What's a unique selling proposition? But all of that you can use this process on the steps that have defined in this videos to truly take the brand to the next level and make sure that the logo is not just the pretty well balanced design, but fuels like someone else could have designed it for a different company designed something that's truly unique and summarizes the brand and gives the brand essence. Even with the logo 9. Your Project and Final Thoughts: for your class project. I would love for you to show how you apply these techniques in practice. After all, applying the knowledge is the best way to learn anything. You I invited to share a sketch end a final longer designed for any company making short, not your full, longer objectives. It can be a company with existing lager, or it can be a client project. But the key idea you need to relate to us is why you believe this concept summarized the company and how you applied them to the local hope. You have enjoyed this class and should have the mind set an advantage to create logos that are not just aesthetically pleasing, but a meaningful and consent. The test of time has always participate in the community by providing feedback or to the other students and to their loggers and reach out in the discussion section. If you have any questions or feedback about this class, I highly encourage you write an honest review and then follow me so you can also be notified about many more creative classes that I'll be creating See you in my next loss