The Science of Logo Design: The ARMM model Premium class

William L., Lidwell

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5 Videos (38m)
    • The ARMM Model

    • A is for attention

    • R is for response

    • M is for meaning

    • M is for memory


About This Class

Logo design requires artistry, but did you know your logos can also benefit from science?

William Lidwell introduces the whys behind well-known guidelines and even debunks a few outdated design myths along the way.

He reviews the 4 principles that make a logo ARMM'd for use: attention, response, meaning, and memory. Use these tips to bring scientific rigor to your logos and start designing on evidence, not industry hearsay.

This course was created and produced by William Lidwell.






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William L.


Professor William Lidwell lectures at the Gerald D. Hines College of Architecture at the University of Houston. He also serves as director of innovation and development at the Stuff Creators Design Studio in Houston, Texas. He earned his BA in psychology from Texas State University and his MS in interaction and instructional design from the University of Houston–Clear Lake.

A designer, teacher, and author, Professor Lidwell has over 20 years of experience working in product design and user interaction. He frequently consults on matters of design and consumer experience with leading firms, including Harrah's, IKEA, Merrill Lynch, and Procter & Gamble. He also founded and has supported numerous startup companies, ranging from online learning environments to heirloom furniture design stores to food trucks.