Contemporary Brand Identity: Using Verbal and Visual Branding
Course final project
A course by Michael Johnson , Designer and Creative Director
About the final project for: Contemporary Brand Identity: Using Verbal and Visual Branding
Contemporary Brand Identity: Using Verbal and Visual Branding
“Let’s recap what your final project will be: You will need a project where you could "test" the things I’ve shared with you on. You can do this in several ways. Option one: Think of a company, organisation or product that you think is UNDERBRANDED and could be improved. My tip? Pick something where the basic product or service is already good - that will make the branding process much easier! It’s really hard to rebrand something you don’t enjoy or believe in. Option two: Think of a market sector where you think there’s a gap. Perhaps when we did those mapping exercises, you started to think of one? With this option, you’re creating a new brand, to fill a need - ideally that no-one else is doing. Maybe you’ve had an idea for the next Innocent Smoothies, or Paul Smith clothes, who knows... Option three? Ask a friend if you can take their brand - it might be a coffee shop, a fashion brand or the next tech start-up - and go through the exercises I’ve shared with you. They might like what you’ve done and use it? Once you’ve decided on your subject, see if you can "map" the company or product against its competitors. Then you need to define what they do, how they do it, who they’re here for, why they’re different – and most importantly, why they are here. If you’re feeling brave, a short manifesto can be really useful, especially for purpose-driven, ethical clients.
Partial transcription of the video
“Final Project Well done for completing the course. I hope you found that instructive, informative, and maybe even inspiring. I've tried to condense a lot of theory and practise down into just a few hours. Remember it took me over a decade to get any good at this, so don't be frustrated if a first it doesn't come that naturally. It will come, I promise. I'd like to recap the things that we've looked at on this course and then show you how you can use it on your final project. In the first few lessons I talked about my influences and my background, and how my interest in many different areas ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Contemporary Brand Identity: Using Verbal and Visual Branding
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Category
Design -
Areas
Art Direction, Branding & Identity, Graphic Design
Michael Johnson
A course by Michael Johnson
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.
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