Specialization in Branding Typography: Craft Memorable Brand Identities

Typographic Branding Specialization

“Final Project: Typographic Brand Identity — From Concept to Implementation Objective Create a complete and cohesive typographic identity that demonstrates your expertise across all dimensions of typographic branding. This final project integrates everything you’ve learned—from logo design and type customization to narrative construction and advanced system implementation—into a professional visual identity ready to be presented at a high level. Project Description This capstone project brings together the knowledge and tools explored with Carlos Mignot, Fabio Haag, Monotypo Studio, Ellen Lupton, and the team at Plau. Throughout the specialization, you’ve developed a comprehensive understanding of how typography can shape the character, voice, and value of a brand. Now it's time to apply that knowledge by developing an original typographic brand identity that is both conceptually strong and technically refined. From creating a custom logotype to building a functional system of type hierarchies and variants, you’ll design a fully integrated identity with depth, consistency, and expressive power. Your work should not only demonstrate visual quality, but also your ability to make informed typographic decisions, justify creative choices, and tell a brand’s story using letterforms. The result will be a portfolio-ready case study that reflects your ability to build impactful and enduring visual brands—exclusively through typography. Project Components 1. Logotype Creation • Design an original typographic logo from scratch. • Include concept development, initial sketches, and the final vectorized version. 2. Typographic System Design • Create a full type system with clear hierarchies, font pairings, and sizing rules. • Include primary and secondary uses, text treatments, and responsive adaptations. 3. Customization of Type • Modify or personalize an existing typeface to create a unique expression for your brand. • Explain the reasons behind your changes and how they enhance brand identity. 4. Typographic Storytelling • Develop a visual narrative that expresses the brand’s tone, values, and context through typography. • Show how type works in harmony with other elements such as imagery, color, and layout. 5. Advanced Applications • Present your system in mockups and real-world use cases: packaging, web, social media, editorial, etc. • Demonstrate flexibility, consistency, and visual coherence across touchpoints. 6. Typographic Identity Manual • Deliver a professional document that compiles your system rules, brand voice, logo usage, type principles, and technical specifications. • Include grids, spacing, visual examples, and recommendations for future use. Development Steps 1. Define Your Brand Concept • Start with a clear positioning and narrative for your fictional or real brand. 2. Sketch Your Logo • Develop your logotype through iterative sketching and digitization. 3. Customize a Typeface • Choose an existing font and adapt it to match your brand’s voice. 4. Build Your Typographic System • Define hierarchy levels, font sizes, weights, and combinations. 5. Create Applications • Apply your system to digital and print formats using realistic mockups. 6. Design the Narrative • Use typography to tell the story—visually, emotionally, and strategically. 7. Document Everything • Assemble your identity manual with clear structure and compelling presentation. Final Deliverables • One original typographic logo, including process images and final files. • A complete typographic system with hierarchy, combinations, and variants. • A customized typeface or lettering modification that supports the brand’s voice. • A visual narrative that demonstrates brand storytelling through typography. • A professional typographic identity manual with specifications and guidelines. • High-quality mockups and real-world applications across various media. Completing this project means more than applying what you've learned—it’s a celebration of your evolution as a designer who thinks, feels, and creates through typography. You’ve shaped a brand from the inside out, giving form to ideas and voice to identity. Let this work be your launchpad—a bold statement of your ability to craft meaningful design with clarity, depth, and soul.”

Course summary for: Specialization in Branding Typography: Craft Memorable Brand Identities

• Level: Beginner
• 24 students
• 6 units
• 77 lessons (12h 39m)
• 48 downloads

• Category

  Calligraphy & Typography

• Areas

  Art Direction, Branding & Identity, Communication, Design, Graphic Design, Logo Design, Storytelling, Typography, Typography Design