Basics Principles of Brand Design

A course by SmartBrands
Branding Consultancy. Bogotá, Colombia.
On Domestika since 02/05/2019
, Branding Consultancy

Learn the secrets to develop a smart and inspiring brand identity

  • 100% Positive reviews (4)
  • 86 students
  • Spanish with subtitles
Basics Principles of Brand Design

Learn the secrets to develop a smart and inspiring brand identity

  • Spanish with subtitles
  • 100% Positive reviews (4)
  • 86 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 13 Lessons (2h 7m)
  • Available from the app
  • Spanish / English / Portuguese
  • Unlimited access forever

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.

About this course

Course table of contents

  • U1
    U1. My story and my influences
  • U2
    U2. I think, then design
  • U3
    U3. Principles of design
  • U4
    U4. Design, then I sell
  • FP
    FP Final project
See detail

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.

Who is it for?

Graphic design students and designers who are interested in learning how to design smart and impressive brands.

What you need

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.


86 Students
4 Reviews
100% Positive ratings


A course by SmartBrands

Branding Consultancy

Founded by Juan Carlos Otoya, the branding consultancy SmartBrands aims to create smart and inspiring brands that help companies grow and connect emotionally with their clients and future clients. Their work philosophy gives the same level of importance to the essence and the presence, celebrating the power of simplicity, challenging the conventional, taking care of all the details, with the conviction that a brand is more than a logo, but an idea that defines, inspires and drives a business.

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.


  • 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

This is what Domestika courses are like

  • Learn at your own pace

    Enjoy learning from home without a set schedule. You set your own timetable.

  • Learn from the best

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

  • Expert instructors

    Each instructor teaches only what she/he does best, conveying true passion and excellence in every lesson.

  • Certificate Pro

    Demonstrate your course attendance with a certificate signed by the teacher. Get it with your Domestika PRO subscription

  • Front row seats

    Videos of the highest quality ensure that you don't miss a single detail. With unlimited access, you can watch them over and over.

  • Share knowledge

    Ask questions, request feedback, offer solutions. Share learning with other students in the community.

  • Creative community

    More than 1M creatives and growing. Domestika is the place to share and learn what you love.

  • Professionally developed courses

    We selected top creatives and a team of experts to develop the courses. The result? You'll feel like you're working side by side with leading professionals.

Frequently Asked Questions

  • Domestika's courses are online classes that provide you with the tools and skills you need for completing a specific final 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 instructor and other users, thus creating a dynamic course community.

  • The course is 100% online, so once they are 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 texts, tasks and practice exercises to carry out your project step by step, with additional complementary resources and downloads. You will also have access to an exclusive forum where you can interact with the instructor and other students, and share your work and your course project, thus creating a community around the course itself.

  • You can now redeem the course you received, just access redeeming page to enter your gift code and redeem it.

Basics Principles of Brand Design. A Design course by SmartBrands

Basics Principles of Brand Design

A course by SmartBrands
Branding Consultancy. Bogotá, Colombia.
On Domestika since 02/05/2019
  • 100% Positive reviews (4)
  • 87 students