Brand Identity: Logotypes that Tell Stories
A course by Rodrigo Suárez AraizaDesigner
A course by Rodrigo Suárez Araiza, Designer
Learn to give a brand personality and communicate its story through a powerful logo.
Learn how to create logos that not only represent a brand, but also tell a story that emotionally connects with its audience. Memorable brands are those that possess a powerful narrative, capable of resonating both on a conscious and subconscious level. Discover how to give a brand personality and story, and how a good logo can be the perfect medium to communicate that narrative effectively.
In four essential steps, you will explore how to define a brand's personality, build it with typography and symbols, synthesize it as much as possible, and present it confidently to your client. You will design an imagotype anchored to a solid conceptual story, choosing appropriate fonts and creating a stylistically coherent isotype. This course is ideal for those who wish to develop the ability to communicate complex concepts through concrete symbols, using tools such as Adobe Illustrator and Powerpoint.
What will you learn in this online course?
13 lessons & 22 downloads
Pillars of a brand with history
7 minutes, 23 seconds
How to interview a client
16 minutes, 26 seconds
The preliminary mood board
14 minutes, 0 seconds
The wheel of archetypes
15 minutes, 19 seconds
The personality of fonts
8 minutes, 8 seconds
The right typography
11 minutes, 4 seconds
What's included in this course?
You will learn how to create logos that tell meaningful stories, giving brands an authentic and memorable personality. You will discover how to develop a powerful narrative that connects with the public, making your design more than just an image. Through four essential steps, you will understand how to define a brand's identity, using typography and symbols to express its essence and achieve a striking visual synthesis. In addition, you will have the opportunity to present your project to a client in a professional and effective manner.
You will develop the ability to communicate complex concepts in clear, concrete symbols, using tools such as Adobe Illustrator and Powerpoint. You will learn strategies for researching and interviewing your clients, making sure to capture the essence of what they want to convey. The course will also guide you in the creation of multi-sensory moodboards, helping you to visualize the brand's personality from different perspectives. Upon completion, you will be prepared to create logos that not only impress visually, but also tell stories that resonate with the audience.
Recommended software & tools for this course
What is this course's project?
The course project consists of designing an imagotype linked to a solid conceptual story, selecting fonts that reflect your personality, creating an isotype that is consistent with the whole, and learning to confidently communicate this story to the client.
Who is this online course for?
This course is aimed at anyone interested in creating vibrant graphic identities and communicating complex concepts through clear and concise symbols. Ideal for those who want to explore the world of brand design and boost their visual creativity.
Requirements and materials
No extensive prior knowledge is required. You will need Adobe Illustrator, basic physical or digital drawing tools, PowerPoint or Keynote. A curiosity about design and an open mind to explore new ideas in creating memorable brands is ideal.
Reviews
- ilinaPLUS2 months ago
A true gem!
- 9 months ago
Très belle approche de l'identité d'une marque... Travail précis et créatif... je recommande vraiment !
- 1 year ago
recommendo
- 1 year ago
Muy clara y completa la explicación
- dianasantiPLUS1 year ago
Me gusto mucho este curso, se me hizo muy interesante porque vi que hay otras maneras de llevar un proceso creativo, obteniendo el mejor resultado para transmitir la escencia de la marca.
Throughout his career, Rodrigo has led projects ranging from logo development and editorial design to industrial packaging design. His specialization in the spirits industry has earned him international recognition in prestigious competitions such as the San Francisco World Spirits Competition. In addition, his work has been published in industry magazines and books, consolidating his reputation as an innovative and visionary designer. Rodrigo values narrative and authenticity in his creations, always seeking to emotionally connect with the public through design that tells unique and powerful stories.
Content
- U1
Introduction
- Presentation
- Influences
- U2
How to determine a brand's personality
- Pillars of a brand with history
- How to interview a client
- The preliminary mood board
- U3
Finding your brand personality
- The wheel of archetypes
- The personality of fonts
- The right typography
- The isotype from typography 1
- The isotype from typography 2
- U4
Creation of the isotype and logo
- Graphic synthesis
- How to make the essentials memorable
- Presenting your brand
- FP
Final project
- Logos that tell stories
What to expect from a Domestika course
Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn valuable methods and techniques explained by top experts in the creative sector.
Meet expert teachers
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Certificates
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Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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FAQs
This course teaches you how to craft distinctive visual identities for brands by blending storytelling, typography, mood boards, and creative techniques to express unique personality and values through design.
Yes, the course is aimed at those with intermediate design experience who want to deepen their skills in building memorable brands and using advanced visual and narrative tools.
You’ll learn how to build brand stories, select and pair typefaces, create mood boards, conduct client interviews, develop original logos, and confidently explain your design choices to create authentic, standout brands.
You’ll need basic graphic design knowledge, access to digital tools like Illustrator or Pinterest, and a willingness to research, experiment, and dive deep into visual concept development.
Typography is carefully chosen and combined to reflect the brand’s values and personality, conveying emotion, distinction, and visual consistency across all graphic elements.
The course teaches how to conduct in-depth client interviews, read verbal and non-verbal cues, and ask questions that uncover unique brand attributes and backstory.
You’ll learn to gather visual references, organize images on Pinterest, blend sensory and digital elements, and build mood boards that inspire and guide your brand’s visual identity.