Basic Principles of Brand Design (Spanish, Multisub)

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.

About 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.

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.