Designing Cohesive Brand Experience: Logos, Patterns & More | Sheila B | Skillshare

Designing Cohesive Brand Experience: Logos, Patterns & More

Sheila B, Letterer + Maker

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9 Lessons (42m)
    • 1. Class Intro

      1:33
    • 2. Branding: "Brief Intro"

      3:48
    • 3. Research + Moodboard

      8:27
    • 4. Logo & Graphical Elements

      5:33
    • 5. Decoding Attributes With Colors

      4:13
    • 6. Creating Watercolor Textures

      3:39
    • 7. Finalizing The Logo Design

      7:42
    • 8. Minimal Patterns

      5:03
    • 9. Final Thoughts & Project

      1:46

About This Class

Designing the right logo for your brand is an important and sometimes stressful task. This is “Designing Cohesive Brand Experience: Logos, Patterns & More“. Where I am going to show you how you can design your own stylish, eye catching and beautiful logos that will transform your business and its presence.

I will also teach you how you can communicate your brand values to your customers and clients in an elegant and trendy way, by designing a branding kit for your business. Which is both cohesive and unique.

You will learn how to design a reusable and handmade branding kit for your own brand or for your client’s. A branding kit which includes a logo design, color guide and palette, graphic elements, minimalistic patterns and more.

I share my workflow and process that I follow for my projects. Which includes how to create a mood-board. How to use different mediums such as modern script calligraphy and watercolors for adding that handmade cohesive feel to your brand. Finally how to design a complete kit for your brand.


At the end of the class, you can use this kit, designed by you for product packaging, brand collaterals, website, newsletters, postages or anything. That's the best part. You don't need to redo everything again. You just have to use your branding kit for better brand experience.


So join me in this creative session and design your own logos and branding kit.

Intro Music By: Bensound.

Transcripts

1. Class Intro: designing the right logo for your brand is an important, and sometimes it's a stressful tasks. So let me take that stress out of this chore. And this is design your own branding kits, logos, patterns and more where I'm going to show you how you can design your own stylish, eye catching and beautiful logos that will transform your business and its presence. I will also teach you how you can communicate your brand values to your customers and clients in an elegant and trendy way. By designing a branding kit for your business or for your clients. A Brandon kit, which includes a logo design, a color guide and palate graphic elements, minimalistic patterns and more. I will share my workflow and process that I follow for my projects, which includes how to create a mood board, how to use different mediums such as modern script, calligraphy and watercolors for adding that handmade, cohesive feel to your brand. Finally, how to design a complete kit for your brand. And at the end of this class, you can use this kit designed by you for product packaging, brand collaterals website newsletters, postage is or anything so join me in this creative session and design your Amo Goes and Brendan Kits 2. Branding: "Brief Intro": Let's first look at what is branding. I won't bore you with these, but it really helps aligning everything straight so that you don't get illusion by the process itself. Branding seems like a marketing term, but it's almost everything beyond just marketing, which communicates your story and values to the user at every touch point in the way. In the process of branding, there are two key phrases. The first is where you define and create your brand so that it can be distinguished and identified. The next phase is publishing and polishing, which means that you have to take your story and unique values to your users in order to build relationships with your target audience. In this class, I'm going to teach you how to do the first phase in a creative way. If you have a business or you're an individual, then in today's dynamic marketing landscape, you need to have a strategy which can help you in the long run, whether be your social media, post your product, your packaging, collaterals prints, promotional videos, newsletters or websites. You have to have a presence that is not just unique but more amphibious. Before moving into the creative part. I want you to take a moment and understand the importance of such a thing. Let's take an example. You have a fashion wear business, and you have a well done logo. You use it on your website, your product, packaging, emails, business card, your social media posts and other touchpoints. Is that all you've been doing for your business? You might have a great tagline and brand name, too. But in today's dynamic marketing landscape, your users are becoming your best promotional mediums. People wear brands, E brands listen to brands, and they're constantly telling others about the brands that they love. Every user has their owned brand to promote in their own ways, either through word of mouth or in an instagram post. Taking a selfie, it doesn't matter. What really matters is that Is your brand ready for that or not? Each brand is competing for time and attention, so Brandon goes way beyond just logos and graphic elements. But they're the first dots for building your brand and the way your customers perceive you . It creates that uniform experience when your customers and users interact with you, which eventually it adds up over time in the following sections. I will teach you how you can builds that experience by designing your own branding kits. A Brandon kit helps you keep those customer experiences well crafted with your values and message at every touch point in the coming sections, I will show you how you can brainstorm your brand, the values and how you can design your logo, how to choose colors that defined your brand and how to get creative with different mediums to stand out of the competition. Finally, how to design a minimal pattern, which takes everything to a whole new level, so let's get started. 3. Research + Moodboard: for a branding related work. It's always great to start with a brief. It can be from your clients, or you might need to interview them. And if it's for you, then write down your own brief for the demonstration of the workflow and practice about how I approach a branding kit, design project or branding project. In general, I am taking an example Brand called Lip Love. It has a very short tagline. Beauty. The brief suggests to me that it's a handmade beauty product, Brandt, and it also suggests that the brand's ingredients differentiates from the other brands. I suggest you to think about the brand craft, a story about it. People love stories in any form and narrow down the things that your brand wants you to convey for your users. Once you are done with the brief, start the whole process and plan the creative part by brainstorming different values and attributes for this brand. As it suggests, I will try to add feminine touch to the overall Brandon kits that I am designing for this brand story. Two things that really pop out first is minimal and second is handmade. So when you're trying to decipher the brand story or brief. Choose those values that are unique at some scale, and then think about how you can translate that attributes or value on the creative part. Start by doing throw research for this value and attributes. Avoid negative attributes to for the research part. Designing a creative mood board is very helpful. It keeps you focused on how you want your brand to perceive around your user gets riel. You can actually see a set of ideas that you want to convey. You can keep this mood board while you work on your own design. So first I'm going to create my mood board in Adobe Photo Shop. You can use any tools for this purpose. I prefer Adobe Photo Shop sends. It already is a major part of my work flow. Here we have a skin care brand that is feminine, natural and need a minimal design. So I'm going to create my mood board. Considering this information for creating the mood board, you can collect beautiful pictures from the Internet or through Google. But my favorite source for creating mood boards is Pinterest, so I created a board for the pictures I found there you can create your own board with different images pinned together so as a form of inspiration, he can also share it to your clients, and it's really easy. Whichever website you browse, you can just type the keyword and search through tons and tons of amazing photos. It's even easier if you can find out the main colors that can attribute to the brand values first and start searching after that. But if you are my kind of designer who loves to keep things physically and hands while doing a creative project, then you can opt for mood board creation in Adobe Photo Shop I normally printed and keep it with me through the whole process. And here's my basic mood board. You can find a lot of different templates online, and it's really easy to use. You can also design your own collage with different images. If you want to start from scratch, you can see through the layers window that every great column is a separate layer. So we're going to mask the pictures we collected for the mood board. First opened your mood board templates. Each one works like this, so I'm going to show you how to use such templates. But if you can use similar layouts for your own mood board design, even without using any template, open all your images that you collected in Adobe Photo Shop. Now you just have to arrange those images that you have saved for different brand attributes. Open that image and then just grab that picture with the move tool and drag it into the Photoshopped documents. Now we have to find which layer is the first column. It's numbered, so it will be one. The most important thing is to place your photo above the layer of the column. Unless you can't mask them right, click on the layer of the photo and select create clipping mask from the pop up menu. Now you can see that it's inside our gray layer. You can move and transform your picture as you want in the mask. I'd like to modify on the size, so I'm going to transform this with the control forward slash command plus sign T short cut key. Now I have to position it and it's ready. Okay, so select your next picture and the method will be the same. Grab your picture with the mouse and drag it into your documents. Now you can see that it's inside our previous mask. And don't worry. You can easily move your layers through the layers window if mistaken. Jack, which layer you'd like to mask it in if that number doesn't cover that layer you wanted to use, You can easily find that by pressing Ault plus sign mouse on the layer you had chosen. Now you can see that it's selected. Position your image above that layer, right click and select. Create clipping mask. I had chosen three main colors, so I did a J. Paige of them. Previously, it's recommended to attach your color theme to your mood board. You can do this one, too, if you haven't brainstorm to the primary and secondary colors for your brands. Like in this case here, repeat this process with every image, and you can add anything that you find inspiring or that helps you stay focused on your brand values. Don't forget. Also, you can easily move and transform them inside the mosque so you can flip the pictures if you like it better that way. Choose menu edit, transform, flip horizontal when you're happy with it saved the original PSD document and a J pig image . It's fun and the results will be beautiful. It really helps me in my design process. You will also find it very helpful in your workflow if you haven't tried it that way. 4. Logo & Graphical Elements: Now, as their mood board is ready on our side, it's time to start working on the logo. For this brand called Lip Love Teoh, add handmade feel to the branding. I want you to hand draw graphics for this brand. I didn't want to go for stock fonts, as the brand values are not aligned that way, and doing hand drawn graphics will add organic and modern feel to the brand. But I need something which is minimal to the letter form for my logo designed. That I feel is in the right direction is script calligraphy. It's minimal because of the slim lines of nib as well as unique. It also adds that extra handmade appeal to it. Here's how I'm going to design my lettered logo I have to do for the brand, and it's called Lip Love. So whatever values your brand as a business or as an individual you want to convey to your customers you want to translate it into different elements of your branding process, and it also adds that cohesiveness. So I'd like to write it with modern calligraphy. I selected one of my thin Nibs for this work. I'm going to write a few versions, and in the end I'll choose the best one. I need to be minimal. So my letter farm forms are also going to be minimal in shape and size. But I don't want it to look weird, so I'm going to stay within the limits proportionally. I write the name of the brand in the left corner, and then I start with my first attempts. I imagine something really elegant and thin lettering. So I try those versions. You can see that the I and the P letters are too close to each other, so I'm not really happy with it. And I'm going to keep on trying in the second version. I don't really like the UV letters, so I won't choose this one either. It's really graceful, and the letters look beautiful, so it looks great. So let's try something different, highlighting the first letter L and continuing with smaller lower case letters. After that, I will write a rough version, but I think it's not really matching with this elegant and feminine brand. In the last version, the top of the first letters are more like Z and not an L. So it's not so compelling. I won't choose this either. This will be the final. I like this one the most, and I think it's transmitting the feminine and natural message. Now I'm going to draw some graphical elements that could complete my logo, adding some extra elements to your logo. Design can add balance to your design, and my design is minimal. But I still might need to balance it so as to keep that strong appeal viable. As I look back to my mood board and brief, I think of the main values of this brand. The product they made is all from botanical and natural elements. That's why I'll draw some natural branches with my name because it'll really look smooth with the letters. It will also maintain the elegance and uniformity in my design. I think this version is the bests, and it looks botanical, so I'll choose this one to use it with my logo design. You can do it with your brush print to it totally depends on your brand attributes. If it requires something bold and strong, go for brush lettering as it will have thick lines. You could also have custom fonts, but I don't prefer that because somebody else will be using that one for their logo, too. Try it and it'll be fun. You can also write the main tagline with your hand and use it with your logo. Here I have a beauty company, so that's why I write this. But I also work with photography or events or any other trades. Here's the final ones, so I'm going to scan them into my computer and continue the designing process in Adobe Photo Shop. 5. Decoding Attributes With Colors: when you were designing a branding kit for a brand. One of the most crucial design considerations is color selection. Each color has its own meaning, and you could look into different colors and how it translates into values online. Just Google the keywords, colors and meaning You will get plenty of results and most of the colors with their meaning . Now let's see how to choose a color theme for your brand or logo design. I did a quick documentation where I collected the most important information and values that I know about the brand for which I have to design a beautiful logo. Here you can see the name, tag line and other stuff. The most important for us are the brand attributes. These are just few words, but from these words can be visually translated into colors. You can imagine fine colors to choose from. I'm going to choose three main colors from my experience. It works great. You can choose three or four colors for creating a theme. There are different resource is to from where you can actually choose a color theme. First, choose one primary color. That's most important in a line to your brand. Then from that, choose a theme which enhances the overall appeal of the brand even more. Don't blindly interpret the attributes into color. Sometimes colors have multiple meanings, and sometimes two attributes might ruin the overall feel of the theme. So go with only one primary color, and the rest should follow that one color. I opened my mood board to check which images I had selected, and what will be the main colors I did a three color jay paid previously, but these colors come from the featured words. So I highlighted the word botanical because this word is totally green, so one of the main colors will definitely be green. In the images, you can see a lot of plants and natural elements. I copied my main color J pig to my document to explain how I see those colors. So this all of tone is absolutely botanical for May, not the vibrant greens, because here we have to design for a soft and elevated brand, and this shade is perfect for it. The second color reflects to the word feminine and natural. It's a pastel sand color, which looks lovely with the olive. The third tone it is embraces the three words together. So that's why I have chosen this darker but pastel brown. It adds that natural and earthy feel to it above the botanical feel. If your colors don't look good and you're not happy with them, you could try more colors with your brush. This way, you can really see how it might turn out. Be ready for surprises. Make little patches and compared to each other till it's not good enough, you can pick color from the photos of your mood board. I tried some olive tones here with Little Brown's, but I think the ones I picked earlier will be best for the final branding kit. So try some variations and combinations related to your brands brief and mood board. So when you're ready with it, make three ellipses or squares with the rectangle tool and colorism with the chosen tones. Now you can use these and keep them in mind through the designing process will use these colors for the logo and graphical elements 6. Creating Watercolor Textures: If you ask me what really completes a branding kits, I can easily say there is no such kits, which is perfectly complete and will suit every need. But you can still design an almost complete kits. The next graphic element that will be really helpful for your branding needs are textures and watercolor elements. These are very useful for your collaterals logo, design websites, social media posts and even packaging design. In the last videos, we picked the main colors. Now we'll do different watercolor textures that all used by one of these tones. I chose the all of color. Since it's the primary color in my brands thing. Now I will try to mix a similar color and paint the elements with that. First, I paint just little splashes to find the right shade. And how much color should I add or how dark it has to be. If you haven't tried watercolor before, then go try some. It's a really beautiful and flexible medium. Sky's the limit. When you work with these mediums, I think there 1st 1 will be the best, so I try to keep that tone and paint the elements with that while I will draw most of the elements I need for my Brandon kit. Thes patches can be used to add watercolor effect to any graphic element in the future if needed. That way I will get the same results without having to get my hands dirty. You can brainstorm a list of visual elements that you feel has scope in the future or can be used to convey the brand message. Draw them without much worry. Try a few times and you will be surprised how nice it looks. As I mentioned earlier, the main character of this brand is a botanical and natural ingredients, so I pain a little leaves here and use them later for my patterns, too. Then I will try some common patterns here, like little lines or ellipse. I paint a plant wreath also because it could be lovely. As a background for my logo, I painted a few texture versions to decide if I can use them in Photoshopped. This watercolor spot would work as a background to these little circles will be good as a pattern. I tried the triangles, too, but I think it's not the best for this kind of brand, so I continue with larger leaves and plants that will be a great as an accessory. If you are not great at watercolor, you are not alone. You can check my water brush lettering class for getting an idea of watercolors. You can also look for other awesome classes on watercolor here. When I'm done with it, I will try to compare my watercolor textures with the lettering and graphical element I selected earlier. This helps me to stay on track, and I think a few of them could work well with the final results. Now we can finish the logo and photo shop and choose the final elements for the brand's kit . 7. Finalizing The Logo Design: now get everything scanned and bring them to your computer. I prefer this workflow where I first complete the handwork, then doing the digital ones. If you prefer the other way, you are free to do that as well. If there's anything wrong, then I go back to the first steps and then resume back to digital. Here. I'm going to show you how to create and finish the logo design and pick the right elements for the final results for applying the colors. I will do that at the end. So here's how our final basic logo will look. This is what we will colorize at the end. This is the scanned version of my lettering is and graphical elements. You should scan it in high resolution. First open a new document and Photoshopped. It could be an A four size of paper. It's important to set the color mode to see M y que because it can go for printing straight away. You can also use these for everything else when it's finished. Just save in RGB version to this is a letter form for the logo that I have selected. This is the best from all my letter rings. I'm going to copy this to my new document with a rectangular marquee tool when he selected just drag it to the new document with the move tool. Now I can transfer Mitt so that I'm going to modify the size. I make the background layer invisible. So to show you that there's the white background left because I selected this also from the previous file, it's recommended to delete it. If you would like to use the logo on another background color, for example, to delete just the white background, go to menu select color range. Here, you can pick the color you'd like to delete with the eyedropper tool and refined the fuzziness. Make sure the little dot is in the selection part, and when you're ready, click OK and it's going to select the background. Now you have to just delete it. Click de Select or control forward slash Command Plus D, and it's ready to be used. Now I'm going to copy the little branches and put it into the logo file and get back to the scanned image and select the branch graphical element with the lasso tool and drag it onto the new document, as we did with E lip love words, the process will be the same and delete the white background as we did with the logo words . Erase the little spots or splashes with E eraser tool. Now you have to decide where to put the branches. Do a few virgins to see which one will be best. I decided to put two above and beyond to, So I have to transform and duplicate thes elements. You can easily transform your layer with control forward slash command plus sign T shortcut key and move it with your mouse. So I need another one from this. So if this branch layer is still selected, you can duplicate it easily with Control Command J. Shortcut Keys. Now you can see through Layers window that it has a copy right now in front of the original layer. Just move it to the right angle to make it look like it's a longer branch. When it's ready, moving transformed them together to be good with the writing. Now we put another branch pair beyond the writing, so select the two layers and duplicate it with the control command J shortcut keys, moving position it and where it looks great and flip it vertically and horizontally with the menu. Edit, transform, flip vertical flip horizontal. At the end, you can refined your logo, make it bigger or smaller, or modify the graphical elements as well. Group the pair's while selecting the layers and using the control forward slash command plus sign G Shortcuts Key Finally, save it. Here's what the final colorized logo looks like, and you can see the main color theme to I picked this beautiful all of tone as the color of the logo. I imported the colors from my mood board. Teoh easily pick them with the eyedropper tool. We need the original logo that we finished a bit earlier as well. Now let me show you how easily you can apply color into your logo elements. I'm going to merge the branch layers to change the colors at once, so look for them in the layers window and select both of them. If they're selected right, click and choose merged layers from the pop up menu, then move it outside the group. Repeat it with the other pair of branch, delete the unnecessary groups. Now get back to your main colors and choose one of them with the eyedropper tool. You can see the foreground color change to this beautiful olive color. Choose the logo layer and go to the menu. Image Adjustments, Grady Int map. You can see that it changed the whole logo to the selected foreground color. Repeat it with the branches with the same method, and when you're ready, you just have to save it. As PSD and J pic file, you can refined your logo design till you're satisfied with the overall appeal, and you could revisit brands brief and mood board to look for anything that is out of sync . Try different mediums according to your expertise and brands requirement at that extra creative ingredient, and you will not be upset with the results. In the next video, I will finish the branding kid with the last most important element, which is patterns 8. Minimal Patterns: as this Brandon kid is for the beauty product line. Packaging is one of the most important ways to enhance brand experience. If the user can recognize the brand with its pattern, then it creates a whole new dimension for engagement. These patterns can be used digitally as well as on prints. I'm going to create lovely pattern besides the logo that could be used in stationary or packaging design. First opened the scanned images of the water color textures painted earlier. Take a look at them and decide which visual elements you'd like to choose as a pattern. I think the leaves and little circles look the best, so I'm going to create a pattern from them. I also opened my mood board color palette to change the water color tones to this one. So opened a new documents and set the size to a square. For example, 10 by 10 centimeters or 20 by 20 centimeters, select the element you'd like to use with a lasso tool. As I mentioned, I think the leaves and natural elements would work the best with this brand. Drag it onto the new document, now pick the beautiful all of tone with the eyedropper tool to change the original water colors. Colors tone. I'm going to make a square with the rectangle marquee tool and fill it with the paint bucket tool. Now we have the olive tone so we could change the colors of the leaves. I'm going to do this with selecting the layer and go to menu Adjustments Channel mixer. Here, you can modify the C M y que color. Separately. I'm going to modify the science first than the magenta, yellow and finally black. Make sure that preview option is ticked to see the results as you make changes. When you're happy with it, click OK and delete this color sample layer. I made the background layer invisible to show that we have the white background and we have to delayed this, as I showed earlier. To make it, you have to select your layer and go to menu select coloring. Now we can duplicate our leave elements by pressing the Alz key and move it with the cursor . I'd like to flip it to make it a bit irregular so you can easily do this with menu edit, transform, flip horizontal and flip vertical. Get back to the first layer and duplicated again with Alz key and your mouths. Now we have the first row. To make a pattern, you need to duplicate the complete row. Now the process will be the same. Select all the layers in the row and press Alz and your mouths and move it where you'd like to put it. I think this second rose should be the opposite of the first row, so I'm going to place the elements like that. Now you know how to duplicated, so the process will be the same repeated to get the last row and when you're ready with the rose, group them with control. Forward slash cmd plus sign G shortcut key. At the end, you can refined your pattern with moving the elements or rose like it has to be symmetrical . When you see it will be good, just save it and place it to your branding kit. You can modify the background colors and play with them and have a few versions. I have kept the overall pattern very simple and minimal. According to the brief and the Mood board, you can create different types of surface patterns in case you don't feel watercolor patterns are a way to go. You can try the other types of patterns. If you want to learn about surface powder and designing in depth than there are plenty of great pattern designing classes in this community. It would be great if any one of you can suggest a pattern designing class by adding it to the note here. 9. Final Thoughts & Project: so that concludes this class on designing a branding kit for your brand or yourself. You can create your own Brandon Kit from thes lessons. You can use them at every touchpoints possible like these, still keeping everything in sync to your brand message. I hope you guys had fun in this class, and I would love to see how you can come up with something great. And that's the beauty of these classes. You can start your project right away and work on something cool. It's amazing to see your projects and sharing it with all the creative people in this class . I really want you to do the project as it lazed on the techniques and principles that I taught you in the past few minutes. And that's the best way to actualize things you learned in the session. You can follow exact steps that I taught you, or you can come up with something creative that you feel would be amazing. Do the research, do the mood board and follow the steps that I taught you. If you don't own a brand already or you are planning one, you can still do the project for fun. You could also design Brandon Kit for self branding. I hope you enjoyed the class. You can leave a positive review if you find it helpful and have any suggestions for my classes or something you have doubt about. You could write it in the discussions. Thanks again for joining me and see you in my next class. I would really love to see your projects by.