2D and 3D Corporate Identity

A course by Cruz Novillo & Pepe Cruz , Designers

Designers. Madrid, Spain.
Joined December 2011

Redesign the corporate identity of a large company

92% positive reviews (161)
3112 students
Audio: Spanish
Spanish, English, Portuguese

Redesign the corporate identity of a large company

The creations of José María Cruz Novillo - National Design Award, Medal of Merit of Fine Arts, National Painting Prize and academic of the Royal Academy of Fine Arts of San Fernando - and his commitment to design were decisive for the transformation of the graphic image of Spain , both public and private, leaving the image of today's society established.

Theirs are the most iconic logos in the history of design in Spain: Correos, fist and rose of the PSOE, Banco Pastor, Diario 16, Grupo Prisa, Antena 3 Radio, El Economista, Visionlab, el National Police Force, Public Treasury, etc.

In this course you will delve into the professional career of this designer, graphic artist, illustrator, painter, sculptor and composer and his work process by viewing some of his most outstanding works.

In addition you will discover what is the perceptive corporate identity and you will learn to face an order of branding in two and three dimensions reviewing all its phases. However, the most important thing that learn is to think. Love the blank page. In the words of Cruz Novillo "drawing is a tool for the designer that is always after thought".

In this crusade Cruz Novillo will not be alone, he will have the help of his son Pepe Cruz , designer and architect, along with who works in the design studio Cruz plus Cruz , Specialist in the design of corporate identities.

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What will you learn in this online course?

13 lessons & 5 downloads

Perceptual Works (Part I)
20 minutes, 57 seconds
Perceptual Works (Part II)
13 minutes, 27 seconds
Design of the Order
6 minutes, 43 seconds
Process of Sketching the Isotype
13 minutes, 49 seconds
The Importance of the Negative
7 minutes, 48 seconds
  • 92% positive reviews (161)
  • 3112 students
  • 13 lessons (2h 28m)
  • 5 additional resources (3 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

You will have to redesign the brand of a large company following the indications that Cruz Novillo and his son Pepe Cruz will give you throughout the different phases of creation.

Projects by course students

Who is this online course for?

To graphic designers, artists, sculptors, architects or anyone passionate about the creation of logos who are interested in discovering the work process of the master and pioneer of Spanish graphic design.

Requirements and materials

The most important thing is to leave all prejudices and enter with an open mind to innovation.


3112 Students
161 Reviews
92% Positive ratings
  • More reviews

Cruz Novillo & Pepe Cruz

José María Cruz Novillo is one of the pioneers of Spanish graphic design , author of well-known logos such as the newspaper El Mundo, Cadena COPE, Endesa, Repsol, ONCE Foundation, El Economista, Renfe , etc.

His posters for films like Barrio, Los Mondays al Sol, El Sur, Spirit of the Hive, Pascual Duarte, The Year of Lights, The National Shotgun or Family are also very prominent.

For more than 50 years he has combined his work as a graphic designer with his facet as visual artist being focused on the development of the concept "Diaphragm" , denomination that encompasses works that combine chromatic, sonorous, photographic or three-dimensional elements producing an effect of synesthesia.

Throughout his career he has received multitude of awards and recognitions as the National Design Prize 1997, LAUS 1978 Award, up to 4 times Award from the Spanish Association of Professionals of Design (the last one in 2001), FAD Medal 2006, Society of News Design Award to the best designed head of the world, for the newspaper El Economista in 2006, Castilla-La Mancha Design Award 2008, Gold Medal for Merit in the Fine Arts 2012, 2012 National CCM Painting Prize and academic of the Royal Academy of Fine Arts of San Fernando.

In his role as a sculptor , he has participated in the Sao Paulo Biennial, the New York World's Fair and in the Art Exhibitions FIAC in Paris, Bassel Art, Art Cologne and in ARCO practically uninterrupted since 1985

He is currently working on his design and architecture studio Cruz plus Cruz with his son Pepe , designer, architect, professor of Architecture and Design Projects at the Francisco de Vitoria University and member of the board of directors of the association di_mad.


  • U1


    • Presentation
    • Influences
    • Perceptual Works (Part I)
    • Perceptual Works (Part II)
  • U2

    Initial Phase

    • Design of the Order
    • Process of Sketching the Isotype
    • The Imagotype: Enter the Name of the Brand
    • The Importance of the Negative
  • U3

    Imaging applications

    • The First Applications (Part I)
    • The First Applications (Part II)
    • How Is the Client Presented?
  • U4

    Standards Manual

    • The Manual
    • Synesthetic Sculpture
  • FP

    Final project

    • Bi and three-dimensional corporate identity

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.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    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.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
2D and 3D Corporate Identity. Design course by Cruz Novillo & Pepe Cruz

2D and 3D Corporate Identity

A course by Cruz Novillo & Pepe Cruz
Designers. Madrid, Spain.
Joined December 2011
  • 92% positive reviews (161)
  • 3112 students