Von Glitschka – Foundations of Logo Design

Foundations of Logo Design

By: Von Glitschka

Description:

Topics include:

• Gauging client perceptions
• Determining the scope of work
• Quoting a project
• Profiling the client
• Developing a brand name
• Isolating design directions
• Crafting a visual identity
• Pitching your work
• Presenting brand systems
• Handling a change of course
• Making style guides
• Developing a brand narrative

Contents:

Introduction
Welcome 1m 11s
What is logo design? 4m 20s

1. The Client
The client introduction 1m 5s
Gauging perceptions 9m 21s
Determining scope of work 2m 19s
Auditing a request 2m 46s
Quoting a project 4m 22s
Establishing terms and agreements 1m 43s

2. Project CSI
An introduction to Project CSI 1m 49s
Profiling clients via customer creative briefs 3m 27s
Asking follow-up questions 2m 16s
Developing a brand name 3m 23s
Communicating through mood boards 1m 46s
Slow-boiling ideas 2m 31s

3. Exploratory Process
Exploratory process intro 2m 32s
Concepting methods: Shape association 3m 37s
Picking appropriate styles 3m 16s
Ideation through sketching 2m 9s
Isolating directions 1m 56s
Challenge scenario: Create a logo for “Adnyl” 1m 42s
Solution: Author logo for “Adnyl” 5m 30s
 
4. The Design Process
Design process introduction 1m 42s
Refining and removing the guesswork 2m 41s
Creative craftsmanship 2m 10s
Good logo attributes 5m 46s
Crafting a visual identity 8m 24s
Crafting a visual identity: Color 5m 13s
Crafting a visual identity: Shape, form, and detail 5m 8s
The fresh eyes effect 2m 4s

5. The Pitch
Pitching your work 53s
Using close-to-final comps 1m 37s
Presenting brand systems 2m 5s
Sharing a vision 2m 55s
Writing a design rationale 2m 28s

6. Gathering Feedback
Client feedback 56s
No Frankensteining 2m 16s
What to do when a client rejects your design 3m 12s
Design batting average 3m 6s
Using persuasion techniques 3m 53s
When a project changes course 2m 10s
Island of Misfit Logos 2m 15s

7. The Launch
style guides made simple 3m 33s
Developing a brand narrative 2m 35s
Managing a brand 3m 45s

8. The Design Process 16m 27s
Inspiring logo designers 3m 16s
Joe Bosack 3m 13s
Art Chantry 2m 25s

Author:

Von is principal of Glitschka Studios a multi-disciplinary design firm in the Pacific Northwest. The studio shines as a creative hired gun for ad agencies, design firms, and in-house corporate art departments all around the world. He’s a popular speaker on the topic of design & creativity, branding and marketing and is an adjunct professor of illustrative design and author of five books.

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