Branding and Identity: Construction and Development of a Brand

A course by Saffron
Brand Consultants. Madrid, Spain.
Joined July 2015
, Brand Consultants

Define the DNA of a brand from the concept to the visual design and applications

  • Spanish with subtitles in English
  • 93% Positive reviews (590)
  • 10220 students

Define the DNA of a brand from the concept to the visual design and applications

Spanish with subtitles in English
  • 93% Positive reviews (590)
  • 10220 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 13 Lessons (2h 19m)
  • Available from the app
  • Spanish, English, Portuguese, German
  • Unlimited access forever
  • Certificate upon completion of the course

In this Saffron course, one of the most important international brand and identity consultants, you will learn to define the DNA of a brand. For Saffron brands are the promise of a fulfilled experience.

To explain the creative process that requires the evolution or "revolution" of a graphic identity, you will know in depth the case of the repositioning of .Tuenti, a mobile operator with a strong digital transformation component.

About this course

Course table of contents

  • U1
    U1. Hello
  • U2
    U2. Defining the DNA
  • U3
    U3. Visual identity
  • U4
    U4. And beyond
  • FP
    FP Final Project
View details

You will start by getting to know the founder and CEO of Saffron, Jacob Benbunan, who will tell you about his story, Saffron's role and his vision of the role of the world of branding in the current context.

Below you will discover the different types of briefs that Saffron receives thanks to Luz Erhardt, Director of Customer Service, and its consequences depending on the projects that are often faced.

After this first introductory phase you will enter fully into the DNA definition of a brand like Tuenti. To better understand the challenges proposed by the client, Miren Martínez, Senior Consultant, will give you the keys to uncover the most attractive opportunities that are presented for the future and the components and the articulation of the new positioning.

Then Gabor Schreier, Creative Director, will teach you to conceptualize and give life to the brand in the visual field.

About the design routes or different options that are contemplated during the creative process and what is the final selection process will be spoken by Roberto Verona, Design Director and Óscar García, Senior Designer.

Once you have laid the foundations of the brand, you will know the documentation tools that are delivered to the client and you will know how to define the experience of it so that it comes alive and becomes tangible beyond words.

Finally Gabor Schreier will reflect on the role of Graphic Design and new trends and Jacob Benbunan about branding in the current context of digital transformation.

What is this course's project?

You can choose between 2 options: define the DNA of a fictitious virtual mobile operator or work in its different visual routes. Therefore, you can face the final project from different areas: strategic and design. The important thing is to identify what makes a brand unique and make it consistent.

Projects by course students

Who is it for?

To all those who want to delve into the world of Branding beyond the name and logo of a brand either from a business strategy point of view or from the visual image.

What you need

You will only need paper, pencil, computer and eager to learn.


10220 Students
590 Reviews
93% Positive ratings


A course by Saffron

Brand Consultants

Saffron Brand Consultants is a global and independent brand consultancy specializing in the creation and management of brands with an approach that incorporates a balanced rational and emotional analysis.

Founded in 2001 by Jacobo Benbunan and Wally Olins (1930-2014), Saffron advises companies, institutions and regions on strategic and identity issues. In Spain Saffron is responsible for the strategic work and design of brands such as Vueling, Panda, BQ, Tuenti, Cepsa, Volotea, Evo or Worten. Abroad he has worked with clients such as C & A, Tiger, Turkcell, Belgacom, YouTube, Akzo Nobel, Ripley, Belcorp, Baker & McKenzie, Swiss Re or Fujitsu among others.

Saffron has offices in Madrid, London, Mumbai, Vienna, Istanbul, New York and Miami and strategic alliances in Dubai, Lima, Bogotá and Santiago de Chile.


  • U1


    • Welcome to Saffron
    • Project types
  • U2

    Defining the DNA

    • Tuenti
    • Immersion
    • The soul of Tuenti
  • U3

    Visual identity

    • Conceptualization
    • Design routes 1
    • Design routes 2
    • Visual system
    • Documentation
    • Experience
  • U4

    And beyond

    • Laity
    • Looking to the future
  • FP

    Final Project

    • Branding and Identity: Building and developing a brand

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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.

  • You'll get your personal certificate as soon as you complete the course. You can see all your certificates under the Certificates section in your profile. You can download your certificates in PDF and share the link online. Learn more about certificates

Branding and Identity: Construction and Development of a Brand. A Design, Marketing, and Business course by Saffron

Branding and Identity: Construction and Development of a Brand

A course by Saffron
Brand Consultants. Madrid, Spain.
Joined July 2015
  • 93% Positive reviews (590)
  • 10220 students