Mike Ski + Jessie Jay

Creating Brand Systems: An Overview of Combining Logos and Type

Hey guys would you please share the font used on the first and third mockup? Thanks

Hi, Thanks for this wonderful class on logo designing. Can you put some more light on how you write the creative brief for the project? Would highly appreciate if you could share the creative brief you worked on for this very project or some other as well. Thanks in advance!

Hey Sonal, Thanks for the question and appreciate your patience in a response.  After our discussions and coming up with a concensus for the direction,  we typically pull mood individually on our own and combine the hits.  From there, the brief tells the story of the visual direction in words.  I'll normally start with a bunch of key words and focus on a name for the look that really sells it with a couple adjectives in front of it that are the most important to the look.  Such as "Timeless &amp; Emboldened."  In our case, we keep it short and to the point (3 sentences at most) that explain the look and it's objective that sounds awesome but is informative and not all fluff.  It should get the client excited but inform them in a real way to inform their expectations.  We don't have the original KQ one, but here is an example of another project for a construction management group:  

"Merging classic reliability with an esoteric sense of mystery,  This look draws strength from American Industry and a curious air of reverence from Historical Fraternal Orders.   Commanding Typography combined with compelling Illustrations interacting to deliver a fidelity that is both honest and engaging." 

Hope this helps, have fun!

Thanks again for lighting up my design process with these words of knowledge. I would definitely follow your guidelines. That's well put up and self explanatory. Regards. 

Hi, thanks for the tutorial, a good clear, concise explanation of your design process, very useful; and your branding suite for Kensington Quarters is great. I'm curious tho' in looking at your three lockups, in the second one (the circular KQ) the letter shape of the K and Q is quite different to the other two (a blocky 'serif' on the K and curly tail on the Q) - I'm interested to know your design thinking/rationale behind this. Thanks!

To us diversity compared, to rigid conformity, reflects a more personal brand, apposed to an impersonal one. This is just meant to be an accent logo with a taste of heritage added to it, an instance where the brand can imply a story and history.

Hey Mike and Jessie,Really enjoyed the class, picked up a lot of great insights and advice. I do however have a question regarding the type constrained to a shape around an illustration. As in your project, if you're using custom type, what is the best or most precise way to align type to a arch/curve? I noticed you had a font in place during the combing aspects video. In which you were adjusting the tracking, do you use this as a guide to overlay custom type manually? Any advice would be greatly appreciated. Thanks!

Hi Daniel, Thanks for the engagement. Running type along an arch isn't too hard. You simply Create a shape (arch) using the path or shape tools then hover over it with the type tool and when you click it should automatically use said shape as a thread. If that doesn't work there is actually a type on path tool nested under the type tool in your left tool bar, this will more easily detect a path for you. This allows you the option to edit the letter spacing and adjust everything accordingly. If you are using a custom typeface you can simply follow these step and use the threaded type for a guide when placing you custom type. Hope this helps! -Jessie Jay (<a class="username" href="http://twitter.com/jessiejaytlp" rel="external nofollow" target="_blank">@jessiejaytlp</a>)

Hope you all enjoyed the video lessons! Here are 3 lock-ups we did for <a href="http://www.kensingtonquarters.com/" rel="nofollow">Kensington Quarters</a>&nbsp;right here in Philadelphia.&nbsp;We wanted to create a world of brand logos and identity that could be used in many different ways. For us, designing for multiple shapes&nbsp;and directions &mdash; circle, horizontal, and vertical &mdash; was key.
<img src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/b6a200f4" class="zoomable rounded-image-wrapper" alt="Kensington Quarters - image 1 - student project" srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/b6a200f4 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/b6a200f4 1000w" sizes="(max-width: 600px) 600px, 100vw" loading="lazy">
<img src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/abae4246" class="zoomable rounded-image-wrapper" alt="Kensington Quarters - image 2 - student project" srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/abae4246 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/abae4246 1000w" sizes="(max-width: 600px) 600px, 100vw" loading="lazy">
<img src="https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/863b96b6" class="zoomable rounded-image-wrapper" alt="Kensington Quarters - image 3 - student project" srcset="https://static.skillshare.com/cdn-cgi/image/quality=80,width=600,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/863b96b6 600w, https://static.skillshare.com/cdn-cgi/image/quality=80,width=1000,format=auto/uploads/project/fb7666912b73624b21a76384e84a8532/863b96b6 1000w" sizes="(max-width: 600px) 600px, 100vw" loading="lazy">

Kensington Quarters

Company

Community

Teaching

Mobile

English

English