- 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.