Learn about the history of branding and the key elements involved in designing a brand, from conducting market research to creating logos and identity systems.
- I'm Sean Adams, and I'd like to welcome you to the Foundations of Branding. For 30 years, I've worked with some of the world's largest brands to help create a strong and consistent message. I teach branding and brand identity at ArtCenter College of Design, and have written several books on the subject. Branding goes beyond a simple logo design, brochure, or website. It is a process that addresses the big ideas of successfully communicating a company's unique message.
I want you to have a clear understanding of how to deal with a client and reach the best outcome. Knowing what to ask and who knows the answer is a critical element of the process. Research, interviews, and presentation are as important as designing something wonderful. We'll define what a logo, wordmark, icon, and color palette are, and consider how they all work together as a cohesive system.
And we'll navigate the hand-off of a branding system, and how to create an ongoing relationship with the client. I've seen too many graphic designers with rare and amazing talent limited to designing only the logo, when I know they have the brain power to do so much more. I want you to move past a singular project and become an integral partner with the client. You don't need to be the best logo designer in the world. Whether you are a beginner or seasoned veteran, this course will increase your understanding, and concept, of a designer's job.
In the end, branding is about ideas and thinking big. Welcome to the Foundations of Branding.
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books