Basic Principles of Brand Design
A course by SmartBrandsBranding Consultancy
A course by SmartBrands, Branding Consultancy
Learn the secrets to develop a smart and inspiring brand identity
Branding and design are inseparable. This vital union of fields can achieve the construction of successful and harmonious identities that generate emotional connections with people. In this course, you'll learn the principles of brand design that are applied day by day at the SmartBrands branding consultancy, with the help of its founder and CEO, Juan Carlos Otoya.
Through their brand design philosophy, they have been able to strengthen the expression of recognized companies in Colombia such as Inkanta, Jeno's Pizza, Project Design, Airplan, Dhems, and RadioTiempo, and since 2009, also that of major brands such as Wingo, Carulla, Flowers Of Colombia, Ding, Parking, Viajala, and Frisby, among many others.
What will you learn in this online course?
13 lessons & 12 downloads
What will we do in the course?
1 minute, 28 seconds
The challenge: Evolution, revolution or brand creation?
9 minutes, 2 seconds
In the client's shoes: What is your motivation and what makes it special?
18 minutes, 17 seconds
BRAND IDEA: What is the slogan that guides the company's brand decisions?
8 minutes, 19 seconds
The expression: What are the general design criteria?
8 minutes, 3 seconds
The name: A glass container
10 minutes, 21 seconds
What's included in this course?
You'll see why and how Juan Carlos Otoya, being an industrial designer without any training in graphic composition, color theory or typography, ended up completely submerged in the ocean of branding. He will also give you a tour of his main inspirations, his professional career, and then will tell you about what you'll do in the course.
Afterward, you'll learn in a practical way some considerations that you should take into account before sitting down to design, such as the three basic challenges of brand design, how an effective company immersion is carried out, how to define a central concept and the general design criteria that are common to all the best brand identities.
Next, Juan Carlos will share some branding design principles that he applies on a daily basis in SmartBrands, and that will help you approach the design process in a broader way.
You'll see why the brand name must be a "glass container" and how you can take on the challenge of coming up it.
You'll continue with the logo design, considering the rules you must respect and the possibilities you have when designing with this method. Once you make the logo, you'll design the visual language of the company: color palette, corporate typography, icons, among other details.
Finally, Juan Carlos will give you some tools and advice that will help you present your proposal to the client, and will explain what are the basic deliverables to complete your project.
What is this course's project?
You'll redesign the visual identity of an existing recognized brand. You'll assume the challenge of enhancing the expression of that brand with a combination of method, instinct, and practical design principles.
Projects by course students
Who is this online course for?
Graphic design students and designers who are interested in learning how to design smart and impressive brands.
Requirements and materials
You'll need basic graphic design skills, and if you have already explored the world of branding, much better. You must also have basic knowledge of Adobe Illustrator, Photoshop, Keynote or PowerPoint.
Regarding materials, you'll need a computer with Adobe Illustrator, Photoshop, Keynote or PowerPoint installed.
Reviews
- 2 years ago
Buen curso para iniciarse en el branding de manera profesional. ¡Muy recomendable!
- 3 years ago
Muy buen curso para iniciar en el mundo del branding :)
- 3 years ago
Curso muy profesional y creativo. Lo recomiendo totalmente.
- 3 years ago
Un gran curso con una muy buena explicación y buenos referentes. Recomendado
- 3 years ago
Good course with good resources
Since 2009 they have worked with companies in the fields of aviation, internet, floriculturists, bankers, tankers, cement manufacturers, educators, retailers, wholesalers, and many more, to capture what makes them special and express it clearly, in an impactful and emotional way.
Content
- U1
My story and my influences
- My story
- My influences
- What will we do in the course?
- U2
I think, then design
- The challenge: Evolution, revolution or brand creation?
- In the client's shoes: What is your motivation and what makes it special?
- BRAND IDEA: What is the slogan that guides the company's brand decisions?
- The expression: What are the general design criteria?
- U3
Principles of design
- The name: A glass container
- The logo: A game of letters
- From logo to language
- Everything must be connected
- U4
Design, then I sell
- A good design does not sell alone
- The basic final deliverables
- FP
Final project
- Basic principles for designing brands
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
PLUSIf 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
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FAQs
You’ll learn how to create and manage brands from the ground up, including naming, logo design, color palettes, typography, visual language, and brand manuals. You’ll also develop skills to present branding proposals and tailor visual identities for various industries.
This is an intermediate-level course, perfect for those with basic graphic design or branding knowledge who want to deepen their expertise in professional brand creation and management.
You should have basic design skills and be familiar with tools like Adobe Illustrator and Photoshop. Access to these programs is recommended to complete the practical exercises.
The course walks you through every step—from concept development and naming to logo creation, color palette selection, and building a cohesive, professional visual system.
Naming is the process of crafting effective brand names. You’ll learn criteria, methods, and tools to create memorable, verifiable names that align with brand strategy.
Yes, the course includes hands-on exercises like logo redesigns, portfolio development, case study analysis, and creating branding proposals tailored to different business scenarios.
You’ll learn how to design typographic logos, additive logos, graphic compositions, and adapt logos for various formats, including mobile apps and animation.