Basic Principles of Brand Design

You'll see why and how Juan Carlos Otoya, being an industrial designer without any training in graphic composition, color theory or typography, ended up completely submerged in the ocean of branding. He will also give you a tour of his main inspirations, his professional career, and then will tell you about what you'll do in the course.

Afterward, you'll learn in a practical way some considerations that you should take into account before sitting down to design, such as the three basic challenges of brand design, how an effective company immersion is carried out, how to define a central concept and the general design criteria that are common to all the best brand identities.

Next, Juan Carlos will share some branding design principles that he applies on a daily basis in SmartBrands, and that will help you approach the design process in a broader way.

You'll see why the brand name must be a "glass container" and how you can take on the challenge of coming up it.

You'll continue with the logo design, considering the rules you must respect and the possibilities you have when designing with this method. Once you make the logo, you'll design the visual language of the company: color palette, corporate typography, icons, among other details.

Finally, Juan Carlos will give you some tools and advice that will help you present your proposal to the client, and will explain what are the basic deliverables to complete your project.