Master the real-world process behind brand identity and logo design: the thinking, concept creation, visual execution, AI integration, and client management.
I won’t waste your time winging it or sketching and drawing a made-up project for hours on end. I go through actual sketches and drawings of actual clients through to final art, taking you through the thinking, strategies, and failures. But just as important, you’ll learn about what comes before and after the logo process and creation.
The course consists of 10 primary chapters and 4 secondary chapters:
> Mastering kerning
> Fonts that speak
> Modding fonts
> The 5-concept ceiling
> Solving client choice anxiety
> Story-driven presentation flow
> Why fast logos fail
> Overcoming the blank page
> The Iceberg Fallacy
> Over-designing diminishes
> Communicate, don’t brand
> Print is precious now
> The logo suite
> The 1-page brand guide
> File formats
> Overviews entire process
> Presented as week days
> Timing variations
> Informal vs formal meetings
> Selling process, not the product
> Emotional vs rational feedback
> Master timeless principles
> Leverage AI for ideation
> Prioritize visual simplicity
Templates like presentation and naming decks, docs like standard contract and copyright laws, and 100+ PNGs of key slides used in the course for future reference.
This course is for new and seasoned graphic designers who’d like to add logos and a greater understanding of branding to their arsenal; design students who need more and/or better guidance on logo creation; entrepreneurs looking to design their own or make an informed decision about who should design their identity; and business owners who’d like to learn more about their brand and how great and terrible identities affects and are affected by them.
Software: Any vector drawing app, but Adobe Creative Suite ($$) or Affinity Studio (free) are recommended. However, I do not teach how to use any vector apps but I do lay out which tools to focus on and which tools to avoid. Background: A career or interest in graphic design and/or business certainly helps, but it’s not essential. Prior skills: Same, but you can design a successful logo with no creative skills, you just have to adjust your expectations.
Forever. If I ever close up shop I’ll make the videos downloadable.
Yes, such as critiquing and guidance on concepts, but until I set that up I’m happy to offer it to students free of charge by contacting me through the site.
I’ve spent decades in the trenches, and I know how easy it is for even senior designers to adopt bad habits, timid agency advice and practices, and overly complex approaches that don't serve the work or the client. This isn’t Design 101; it’s an exercise in unlearning institutional fluff, sharpening your design skills, and mastering real-world client handling that can turn great designers into confident, undeniable experts.
Unless you’ve completed the entire course you’ll get a full refund; but keep the downloads if you wish. All I ask is that you tell me why so I can consider future additions or tweaks to the course and other material.