Adding a Secret Ingredient

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Del curso dictado por California Institute of the Arts

Brand New Brand

315 calificaciones

California Institute of the Arts

Brand New Brand

315 calificaciones

Curso 5 de 5 en SpecializationGraphic Design

This course is the culmination of the Graphic Design Specialization and gives you an opportunity to tie together your knowledge and skills into a single project: a brand development guide for a company you will invent. This course takes you through the entire design process, from ideation to creation to presentation. Through the guide, you will be creating and giving a visual identity to an imaginary start-up company, and applying that visual identity to a number of forms. You will also develop a logotype and accompanying graphic palette to visually represent your company, as well as apply that design to a number of different applications to see it at work. Note: Only learners who have earned a certificate in the four previous courses in the Specialization are eligible to take the Capstone.

De la lección

Palette: Expand Your Brand

In this module you will be extending the palette of your brand identity by creating a suite of elements for your start-up company: color palette, visual mark, secondary typefaces, imagery/forms and a secret ingredient.

Adding Color3:34

Adding a Mark/Icon5:58

Adding a Secondary Typeface2:49

Adding Imagery2:05

Adding a Secret Ingredient2:44

Conoce a los instructores

Michael Worthington
Faculty, Program in Graphic Design
School of Art

The final thing that we are going to add to our brand palette

is a secret ingredient.

Now this can be anything that you make up.

Anything extra that you want to add as well as the other

things that we've already included.

Quite often this can be something that is a rule for how your identity system works.

It could be something modular.

It could be something that changes throughout the identity.

But whatever it is it should be something that makes it more interesting.

So for my S_Car_Go logo, I'm going to take the logo type that I'd already developed

and I'm going to take some of my marks that I'd made and

I'm going to fuse the two together in a modular system.

So, on the left, you can see the logo type that I'd made and

six of the marks that I'd made.

And on the right, you can see that I'm going to combine them in different ways,

and these can then form a modular set of logos that somebody using them could use

them at different times or for different things.

I'd have to figure out exactly what that strategy might be.

But one might be for, say, the van itself.

One might be for the parent company.

And one might be for staff and employees.

Or I could do it in a more playful way and just have them be random.

And you can think about how to extend this into a broader system,

even if you don't implement it.

So for instance I could think that these snails might be something that anybody

could create their own snail online and upload it to the S_Car_Go company website,

and they would then become part of the logo.

And I'd have this very big bank of different kind

of images that anybody could pull down and use.

So whatever your secret ingredient might be, it's entirely up to you.

It could be systematic, it could be an additional element, it could be something

strange, and weird, and funny, or it could be something that's really functional.

Whatever it is it's really your chance to

add something to the personality of your brand identity.

And sometimes those kind of systems can really add a lot.

If you think for instance about Google Doodles, that's become really

an important part of Google's visual identity and its online identity.

Even though it uses a wide range of styles,

it's really about a strategy that's being added to here.

So, you could think about adding a secret ingredient that's going to make your

company feel a little bit more special than all its competitors.

And your strategy might be something that needs a written explanation as well.

Especially if it's something that is systematic,

it might not be apparent just from the visuals that you're showing.

So it's always a good idea to write down how your system works.

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