Logo and identity
A logo is not a picture but a system that has to work on a shop sign, in an avatar and on packaging. We go the whole way: brief and research, pencil sketches, constructing the mark, the type pairing, applications and a guideline the client can follow without you.
What you will be able to do
8 modules, one project
01 Brief and research3 lessons · 2 h 13 minOpen
The work starts before the sketches. We learn to ask in a way that reveals the problem, and to look at competitors for a place on the map rather than for inspiration.
02 Idea and sketches3 lessons · 2 h 16 min
A hundred sketches on paper are cheaper than three versions in vector. We look for the metaphor and pick three directions instead of thirty similar ones.
03 Constructing the mark3 lessons · 2 h 18 min
We move the sketch into vector properly. Proportion and optics decide it here: the things nobody sees, without which a mark looks homemade.
04 Type in a logo2 lessons · 1 h 31 min
A logo is most often a word. We cover choosing a typeface and reshaping the letters, after which a typed word becomes a logo.
05 Colour and versions2 lessons · 1 h 28 min
One mark lives in several versions. We build the palette, the black-and-white variant, the inverted one and the rules that stop it all being ruined.
06 The system around the mark3 lessons · 2 h 19 min
Identity is not the logo, it is everything else. The type pairing, the graphics and the applications where the system is first tested for strength.
07 The guideline3 lessons · 2 h 14 min
The document by which the system is used without you. We cover what has to be in it, what does not, and how to hand over the file package.
08 Defence and the case study3 lessons · 2 h 17 min
Getting the work accepted is part of the work. We learn to present the decision, to handle revisions and to build a case study where the process is visible, not only the final mark.
What you get
Videos with timecodes and a written version: the wordings from the brief and the defence can be taken into your work verbatim.
Working documents that stay with you: the questions for the client and a table for analysing competitors.
A laid-out 20-page document with ready spreads for the mark, colour, type and applications — replace the content with your own.
Twelve marks with an explanation of why they are built exactly that way: proportions, corrections, versions and weak points.
The whole first module is open
Watch the lessons of the first module and the first task. If the format does not suit you, you have lost nothing.