Brand Identity Logotypes that Tell Stories by Rodrigo Suárez Araiza

This course is about building a brand identity from the ground up, but with a twist: every design choice has to tell a story. You won’t just learn how to make a logo look good. You’ll learn how to make it mean something. Rodrigo Suárez Araiza walks you through a structured process—from client interviews to final presentation—so you can create logotypes that feel intentional, not just decorative.

🎯 What you’ll learn

• Define a brand’s personality using archetypes and mood boards.
• Select typography that reinforces a brand’s core narrative.
• Design an isotype (symbol) that is conceptually and stylistically consistent.
• Present and defend your design decisions to a client with confidence.

✅ Requirements

• Skills: No extensive prior knowledge required. Curiosity about design and an open mind.
• Tools: Adobe Illustrator, basic physical or digital drawing tools, PowerPoint or Keynote.
• Hardware: A computer capable of running Adobe Illustrator.

📝 Description

This isn’t a course about picking a pretty font and calling it a day. Rodrigo’s approach is methodical. You start by figuring out who the brand is—its personality, its archetype, its voice. Then you translate that into visual decisions. The wheel of archetypes is a key tool here, helping you move from abstract brand values to concrete design directions.

The real meat of the course is in the synthesis phase. You’ll learn how to take a complex brand story and boil it down to a single, memorable isotype or logotype. Rodrigo shows you how to work with typography not just as text, but as a raw material for creating symbols. The final unit on presenting your work is a practical bonus—it covers how to walk a client through your reasoning so they buy into the story, not just the design.

🧑‍🎓 Who this course is for

• Designers and creatives who want to move beyond decorative logo design into strategic brand identity.
• Anyone interested in the psychology behind visual communication and how symbols carry meaning.
• Freelancers or agency professionals who need a repeatable process for client-facing branding projects.

🧑‍🏫 About the Author

Rodrigo Suárez Araiza is a branding expert and the founder of Cocoa, a branding studio based in Guadalajara, Mexico. With nearly two decades of experience, he has worked on high-profile projects for Nike Timing, Nike Vision, and Nike+, where he honed his skills in developing graphic identities for global sports brands. His work has been recognized in international competitions like the San Francisco World Spirits Competition, and his designs have been featured in industry publications. Rodrigo’s philosophy centers on narrative and authenticity—he believes a brand’s identity should always tell a unique and powerful story.

🏁 Final Result

• A complete imagotype (logotype + isotype) for a brand of your choice, backed by a clear conceptual story and a professional client presentation deck.