Specialization in Branding Typography: Craft Memorable Brand Identities

Course summary

• U1: Getting Inspired

  • Introduction

  • Influences | Carlos Mignot

  • Influences | Fabio Haag

  • Influences | Monotypo Studio

  • Influences | Ellen Lupton

  • Influences | Plau

• U2: Typographic Branding: Create Memorable Logos from Scratch

  • What Are Soulful Brands?

  • Understanding the Letters

  • The Power of Typography

  • Basic Brand Strategy

  • Sketching Typographic Ideas

  • Refining the Draft

  • Logo Vectorization

  • Typographic Pairing

  • Toolkit Assembly

  • Presentation to the Customer

• U3: Typography for Building Valuable Brands

  • Brands and typography

  • Feeling the lyrics

  • The written letters tell our story

  • Printed types continue our history

  • The science of the reading process

  • Legibility and readability in practice

  • Expressiveness and functionality

  • Typographic design brief

  • Typographic search

  • Typographic choice and analysis

  • Defending your typographic choice

  • Licensing

  • Case Rio2016

  • Case Magalu

  • Case Tramontina

  • Case Globo

  • Case Banco do Brasil

• U4: Typography Customization for Logo Design

  • Introduction to typography and branding

  • Basic concepts and visual codes of typography.

  • How to manipulate fonts for a purpose

  • Commissioning and conceptualization of the project

  • Documentation

  • Type selection

  • Analog process

  • Digitization and vectorization 1

  • Vectorization Process 2

  • Optical adjustments

  • Selection and application of color

  • Auxiliary Elements

  • Printing Methods

  • Application on different supports

• U5: Typography Design for Brand Storytelling

  • Values and Context

  • Naming

  • Basic Type Sketches

  • Choosing a Primary Brand Typeface

  • Logotype Studies

  • Optical Sizes

  • Choosing a Secondary Type Family

  • Color

  • Imagery

  • Applications

  • Presenting Your Work

• U6: Advanced Brand Typography

  • Driven by the purpose of making pop typography

  • What makes a logo shine?

  • Typography is the stem cell of communication

  • Typographic theory

  • Briefing: defining the project scope

  • Sketching ideas in Procreate

  • Refining drafts in Procreate

  • Sketching ideas on paper

  • Refining drafts on paper

  • Vectorizing logo

  • Advanced vectorization 1

  • Advanced Vectorization 2

  • Our way of thinking custom fonts

  • Font vectorization 1

  • Font vectorization 2

  • Vectorization: numbers and orthographic signs 1

  • Vectorization: numbers and orthographic signs 2

  • Spacing Review

  • Portfolio Tips

• Final project

  • Typographic Branding Specialization