From the course: Brand Design Foundations

Introduction to branding

From the course: Brand Design Foundations

Start my 1-month free trial Buy for my team

Introduction to branding

“

- Branding, as a term, has been applied to everything from toothpaste to my niece's online presence. It is ubiquitous and can seem as simple as creating a social media account, and adding photos of one's meals. But branding is serious business that is a core element of every successful product or service globally. Branding goes far 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. Designers have a relationship with a client that is often transactional. I design your logo and then onto the next client and project. But a branding strategist and designer works with an organization's entire communications program for the longterm. It's a relationship that allows for greater success for both the client and designer. To understand the big picture and create a strategy, we'll explore research methods that don't require an elaborate or complex plan. It's critical to determine what a client does or what they produce, who the audience is now, and who it could be in the future, and how they communicate to that audience for success. Research, interviews, and strategy are as important as designing an exceptional solution. And I have a few tricks for presenting the work that leads to approval and ownership by the client and end user. We'll define what a word mark, icon, monogram, logo, and color palette are, and consider how they all work together as a cohesive visual system, with typography and imagery that reinforces the brand message. And we'll navigate the handoff of a branding system and how to create an ongoing relationship with a client that can continue for years. I've seen too many graphic designers with rare and amazing talents, limited to designing only a logo on a blank page, then ending the job. I know they have the brainpower and vision to do so much more. I want you to move past a singular project and become an integral and indispensable partner with the client. I'm Sean Adams. For over 30 years, I worked with some of the world's largest brands to help create a strong and consistent message. I'm the Chair of Graphic Design at ArtCenter College of Design, including a Master's Degree in Branding. I am intimately aware of the power of branding for a business or organization, and how branding, as a discipline, helps designers. You don't need to be the best logo designer in the world. Whether you are beginner or seasoned veteran, this course will increase your understanding and concept of a designer's job. In the end, branding is about ideas, design and thinking big. Welcome to this course that will expand your vision and abilities as a brand strategist and designer.

Contents