Dynamic Brand Identity: Designing Logos That Evolve | Paula Scher | Skillshare

Dynamic Brand Identity: Designing Logos That Evolve

Paula Scher, Partner at Pentagram

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11 Lessons (1h 12m)
    • 1. Trailer

      2:22
    • 2. Introduction

      6:12
    • 3. Research

      4:39
    • 4. Finding Solutions

      4:05
    • 5. Simplifying

      2:43
    • 6. Stretching & Testing

      4:26
    • 7. Public Theater

      15:20
    • 8. Jazz at Lincoln Center

      8:45
    • 9. Philadelphia Museum of Art

      9:21
    • 10. Type Directors Club

      4:03
    • 11. Windows

      9:56
140 students are watching this class

Project Description

Redesign NASA's logo for today's channels.

ASSIGNMENT

Redesign NASA's logo for today's channels — and the channels of the future! NASA gives you a ton of imagery, legacy, and innovation to work with. Your goal is to create a brand mark that communicates its history and mission.

Consider how your logo will function in your brand kit of parts. Your goal is a liquid identity a recognizable, dynamic branding system that can be adapted across media. Today, we have more media and channels than ever. New ones are constantly invented. You must design for them all.

Optionally, you can take this project further with a few mock-ups. Try brochures, animation, products, signage, or architecture. The possibilities are endless.

(Note: If you'd like to redesign an adaptable logo for another organization (especially a non-profit or museum), feel free! Just be sure to include a short paragraph sharing why.)

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DELIVERABLE

Upload your new NASA logo to the class gallery. A complete project will include:

  • sketches
  • logo
  • product mock-ups (optional)

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RESOURCES

1. Explore Paula's re-branding of the Philadelphia Museum of Art

2. Check out Paula's TED talk, an in-depth interview with The Great Discontent, or a quick interview via FastCoDesign

3. For more background on software and typography, a few recommended Skillshare classes:

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Note: All "Art" logo used here from Paula Scher's rebranding for the Philadelphia Museum of Art.

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