Dynamic Brand Identity: Designing Logos That Evolve Skillshare Original

Paula Scher, a Pentagram partner in New York, walks us through the process of creating a fluid identity. This is a recognizable, dynamic branding system that can adapt across media.

This class is 70 minutes long and will focus on researching the goals of an organization, creating a series design solutions, simplifying them to what they are, and pushing them to their limits in animation, products, signage, architecture, etc.

See behind-the scenes to learn how some of Paula’s most prestigious projects were created (including Jazz at Lincoln Center, Type Directors Club and Microsoft Windows), and explore her latest rebranding for Philadelphia Museum of Art. You can also join her at the Public Theater, Manhattan, her most iconic, long-standing project.

What You Will Learn

• Avoid rigid branding. Paula Scher explains her past experiences and how they have helped her become the successful design leader she is today. Her list of client projects that she will be showing throughout the class is also available.
• Introduction. Paula will guide you through the process to create a fluid and complete logo design for your company. First, identify a nonprofit organization that interests you. Next, you will create a "design package" that includes a logo and a typographic system, color palette, icons and methodology of approach. This kit can be used to show different aspects of the organization in different media, from digital to real spaces.
• Research. Begin by getting to know your client. Paula will guide you through the best practices in research and the most common reasons organizations choose to rebrand.
• Finding solutions. This course will teach you how to approach the initial presentation of a design for a client. It involves synthesizing information from your research into elements that your client can understand. Design only matters if it is executed well. You'll learn how to present clients with a variety of branding designs from conservative to more extreme.
• Simplifying. Now it's time for you to create your "kit of pieces." Paula will show you why simplicity is important when creating a logo design.
• Testing and stretching. Paula will show you how to balance your ideas with client collaboration.
• Public theater. Paula will share the complicated history of the New York Public Theater's branding and the solution she found to make it cohesive. How to create logos that reflect an organization's culture while adapting to changing times and other variables.
• Jazz at Lincoln Center. Paula's long-term relationships to Jazz at Lincoln Center will give you some additional tips for logo design. Watch how Paula transformed the Center's director's "meaning of jazz" into a font.
• Philadelphia Museum of Art. How do you rebrand a well-known institution that is widely known...for something other then its main purpose? Paula had to overcome this challenge when she designed the logo for Philadelphia Museum of Art. The iconic staircase was made famous by the movie 'Rocky'. Paula will walk you through the process for creating a logo that matches your mission statement.
• Type Directors Club. What happens when a typeface becomes unrecognizable? Paula will be answering this question by examining her design for Type Directors Club. This is no small matter. The Type Directors Club is the governing body of typography. They represent and reward the best in type design and use. This lesson will teach you how to create rules that define the limits of your typeface.
• Windows. Paula will show you how to design a logo for a company with multiple products. You'll learn how to create logos that appear like they belong together, but are different. This is the purpose of a liquid branding design.