Logo Development: Identity Design and Discovery

Logo Development: Identity Design and Discovery

Truly exceptional visual brands often come from designers who took the time to understand their client's business and motivation to rebrand. This course shows how to navigate an identity project through the design and discovery process, to ensure that you grasp where your client is coming from before you craft their logo design. Instructor Bill Gardner discusses the value of preparation and research, and goes over the different motivations behind a client's decision to rebrand. Bill also covers the different brand personalities, as well as how to better understand your customer's business and identify their competitors. He wraps up the course with a discussion of competitive analysis and road map creation.

Topics include:

  • Preparation and research
  • Client motivation
  • Asking questions to understand your client's business
  • Research and discovery
  • Discovering business personalities
  • Identifying competitors
  • Crafting your design road map


  • 英文名称:Logo Development: Identity Design and Discovery
  • 时长:1小时11分
  • 字幕:英语


  1. Welcome
  2. What to know
  3. The breadth of brand impact
  4. The value of preparation and research
  5. New ownership
  6. New leadership
  7. Product shift
  8. Ethos shift
  9. Course correction
  10. Who you should ask
  11. What should you ask
  12. Three tips for good questioning
  13. Brand personality
  14. The big five
  15. Finding your blend
  16. Self-immersion
  17. Meeting prep
  18. Identifying customers
  19. Visual discovery
  20. Identifying competitors: Logos and visual brands
  21. Identifying competitors: Visual assets
  22. Crafting your design roadmap
  23. Next steps