Logo Development: Identity Development

1h 9mIntermediate2018-12-12

Authors

Bill Gardner

President of Gardner Design, Founder of LogoLounge.com

Course details

In this course—the second installment in the Logo Development series— Bill Gardner dives into the second phase of any identity project: development. As he steps through each stage of the identity development process, Bill shares case studies rich with examples, as well as strategies that can help you enhance the way you approach both the raw creative process and the practicalities of showcasing your work to clients. Discover how to gather images, fonts, and words that inspire. Learn how to use solo brainstorming to generate ideas, gain insights into the sketching process, and discover how to weave symbolism and meaning into your logos. Plus, see how to champion your work when presenting to clients, and guide them to an optimal conclusion.

Learning objectives
Gathering words, images, styles, and fonts for inspiration
Solo brainstorming techniques
Sketching the logo
Creating logos with depth
Adding additional value through symbolic storytelling
Preparing to present your design to clients
Helping clients understand your logo designs

Skills covered

Logo DesignBrand ManagementGraphic DesignMarketingDeep Dive (X:Y)

Concepts

0. Introduction

01 - Logo design, the awesome power

1. Gathering Resources that Inspire

02 - Words
03 - Images
04 - Styles
05 - Fonts
06 - Competition

2. Idea Generation Revealed

07 - Where ideas come from - Word clouds
08 - Solo brainstorming - Forced random connections

3. Drawing the Great Logo

09 - Sketching
10 - Creating a mark
11 - Progression and reduction

4. Creating Logos with Depth

12 - Three layers of meaning
13 - Juxtaposition, substitution, and absence
14 - Weaving a great story

5. Presentation to the Client

15 - Preparing your audience
16 - Showing the options
17 - Final selection

Conclusion

18 - Next steps