Contemporary Brand Identity: Using Verbal and Visual Branding

A course by Michael Johnson
Designer and Creative Director. London, United Kingdom.
Joined August 2020
, Designer and Creative Director

Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences

  • 100% Positive reviews (3)
  • 413 students
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian
Contemporary Brand Identity: Using Verbal and Visual Branding

Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences


  • 100% Positive reviews (3)
  • 413 students
  • Online and at your own pace
  • Audio: English
  • Level: Beginner
  • 14 Lessons (2h 11m)
  • Available from the app
  • English, Spanish, Portuguese, German, French, Italian
  • Unlimited access forever
  • Certificate upon completion of the course

A great brand identity comes from matching great solutions to the right problem. With so many competitors in today’s market, understanding all the elements it takes to build a strong brand is key to its success. Michael Johnson is the founder of branding consultancy Johnson Banks, renowned worldwide for original and clever branding strategies for clients like The University of Cambridge, UNICEF, and Duolingo.

In this course, Michael guides you through his original branding tactics, backed by over thirty years of experience to create your strategic branding concept from start to finish. Learn the power of words in strengthening a brand's strategy and narrative to create a unique brand manifesto. Create an effective visual concept inspired by your written elements to then develop a powerful design toolkit.

About this course

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Understanding Verbal Branding, Markets and Sectors
  • U3
    U3. Defining a Verbal Brand
  • U4
    U4. Turning the Verbal Into Visual
  • U5
    U5. Getting the Most Out of an Approved Idea
  • FP
    FP Final Project
View details

Meet Michael, hear about his career’s odd twists and turns before starting his branding consultancy company thirty years ago. Explore his influences across design, advertising, business, and communication, and see how they still shape his branding ideas today.

Understand what verbal branding means in today’s market and see examples of how the right words can inspire better visual ideas. Do some market research and analyze where some brands sit on their market map. Then, learn how to contextualize market mapping and see how it can positively impact a branding project.

Start defining your brand by answering its core questions. Explore compelling ways to answer each question then define its core purpose – its ‘why’. Then see how a brand manifesto adds even more power to your verbal branding before you begin writing your own.

Look at how research, writing, and thinking can develop and inspire an original brand identity. Explore Michael’s design process, watch him juggle multiple design solutions selecting the best 3 to 5 ideas. Then learn how to use criteria and strategically present a range of options to clients.

Explore how to push an idea as far as it can go to ensure it performs across multiple channels. Learn the importance of paying attention to detail when crafting your brand toolkit with some examples from Michael’s clients. Finish the course by learning how to ensure your toolkit stands the test of time.

What is this course's project?

Develop a brand’s manifesto and a design toolkit using verbal and visual concepts for a new or existing brand.

Who is it for?

This course is for anyone who would like to explore the strategic side of branding and for creatives who want to broaden their understanding of contemporary brand identity.

What you need

Some background knowledge in design would be useful but not essential. You’ll just need thinking skills to draft your verbal brand and basic design skills to develop a visual brand identity.

As for materials, you need a computer and the digital design software of your choice.


Reviews

413 Students
3 Reviews
100% Positive ratings

Michael Johnson

A course by Michael Johnson

TeacherPro
Designer and Creative Director

Although Michael Johnson began designing typefaces at fifteen, he didn’t pursue a standard design education. Instead, he worked his way across the world, learning all aspects of design, art direction, advertising, and branding for ten years. He then started his own brand consultancy, Johnson Banks in 1992. In three decades, the world-renowned brand consultancy has worked with major brands and institutions such as Mozilla, the University of Cambridge, Acumen, UNICEF, and many more.

Michael is an Honorary Professor at Glasgow School of Art and is a guest speaker at many renowned design events like Typo Berlin and Pecha Kucha. He has won many iconic design prizes, including seven yellow and one black pencil from D&AD. He has also published several books such as Problem Solved, Branding In Five and a Half Steps, and Now Try Something Weirder.


Contents

  • U1

    Introduction

    • About Me
    • Influences
    • What Will We Do in This Course?
  • U2

    Understanding Verbal Branding, Markets and Sectors

    • What Do We Mean by Verbal Branding?
    • Understanding Where Someone ‘Sits’ in a Market
    • Applying This to Your Project
  • U3

    Defining a Verbal Brand

    • What They Do, Who They Do It for, What Makes Them Different
    • The Bit at the Core - The "Why"
    • Adding a Brand Manifesto
  • U4

    Turning the Verbal Into Visual

    • The Many Ways That a Verbal Brand Can Influence the Visual
    • The Process of Creating Brand Identities
    • Editing What You Have, Developing the Best and Sharing With Your Client
  • U5

    Getting the Most Out of an Approved Idea

    • Making the Most Of a Good Idea
    • Making Sure You Have the Toolkit in Place
  • FP

    Final Project

    • Contemporary Brand Identity: Using Verbal and Visual Branding

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Contemporary Brand Identity: Using Verbal and Visual Branding. A Design course by Michael Johnson

Contemporary Brand Identity: Using Verbal and Visual Branding

A course by Michael Johnson
Designer and Creative Director. London, United Kingdom.
Joined August 2020
  • 100% Positive reviews (3)
  • 413 students