Skillshare - Dynamic Brand Identity Designing Logos That Evolve


About This Course

Paula Scher, partner in the New York office of Pentagram, walks us through her process of creating a liquid identity—a recognizable, dynamic branding system that can be adapted across mediums.

In this 70-minute class, you’ll think about researching an organization’s goals, developing a series of design solutions, simplifying them to their essence, and stretching them to their limits as they apply to animation, products, signage, architecture, and more.

Go behind-the-scenes to see how the liquid identities of some of Paula’s most respected projects came to life (including Jazz at Lincoln Center, the Type Directors Club, and Microsoft Windows), explore her latest re-branding for the Philadelphia Museum of Art, and join her at the Public Theater in Manhattan—her most iconic, long-standing project to date.

What You'll Learn

Avoiding rigid branding. Paula Scher walks us through her past work experiences that have allowed her to become the accomplished design leaders she is today. You’ll also find her list of client projects she’ll be showing throughout this class.

Introduction. Paula’s lesson will take you through the process of developing a fluid and complete company logo design. First, you’ll identify a nonprofit organization whose mission interests you. Then, you’ll come up with a “design kit” that includes a logo, typographic system, color palette, icons, and methodology of approach to demonstrate different parts of the organization in various media, from digital to physical spaces.

Research. Always start by getting to know your client. Paula will walk you through research best practices and the common reasons why organizations opt to rebrand.

Finding solutions. You’ll learn how to approach the initial design presentation for a client, which means synthesizing the information you get from your research into components your client can understand. Remember, design only matters if the company actually executes, so you’ll learn to present clients with a selection of branding designs, ranging from conservative to more radical.

Simplifying. It’s time to develop your “kit of parts.” You’ll learn that you have to keep this kit simple, because its job is to do a complex thing — represent an entire organization. Paula will explain why simplicity is key to creating a logo design for branding.

Stretching and testing. In expanding your branding design system, you’ll learn to look at its parts like they’re in an IQ test by asking yourself, “Which of these things doesn’t belong in this set?” Paula will teach you how to balance your ideas for a client’s branding with direct client collaboration.

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