Project One
Typographic Branding

A brand is more than a logo is a phrase you will hear over and over again the professional world of design. Brands are a combination of logos, icons, logotypes, type, color, etc. For this assignment we will narrow the focus to the logo more specifically the logotype.

 You will be creating a logotype and some some supporting marks based one of the choices below. These marks need to be solely composed of typography. These initial word marks should have the name of the business in its entirety. Later will will develop additional marks with a monogram or abbreviation but these will be based on the initial logotypes that you create.

 To create something own able for your business you will likely to have to customize typography in a way that allows the mark to be solely representative of your business. You all likely do not have the experience to draw a custom logotype from scratch so you will need to find typefaces to start with and customize them to suit your needs. 

A logotype refers to words or the name of a business that is designed in a special way.
Examples include: Pinterest, eBay, Yahoo, Coca-Cola, Google, CNN, Kodak, FedEx...


Explore the potential of letterform combinations
Explore how to customized letterforms based on other letterforms
Explore how to make customized letterforms using a grid
Understand primary and secondary font combinations
Understand and create a clear hierarchy

  • (1) 13" x 19" Brand Board
  • (1) Process Book (Digital)
  • (1)  Business Card (Front and Back)
  • (1) 18" x 24" Poster (Printed at Full Size)


  • Magic Shop (Mr. Barnum’s Magic Emporium) 
  • Plant Store (Jungle Friends) 
  • Retail Warehouse (Savings Club / $avings Club)
  • Home Improvement (Home Built)
  • Video Arcade Bar (Video-Tron or Red, Blue, Green)
  • Automotive Shop / Garage (Rusty Wrench Garage)

  • Gas Station ( Gas & Go)

  • House Cleaning  (Sunshine Cleaning)

  • Auto Wash (King’s Auto Polishing)

  • Bicycle Shop (First Gear / 1st Gear)

  • Book Store (Milton & Monocle)

  • Delivery Service - (Count On Couriers Inc.)

8 / 26 / 18  


Choose Businesses for Project 1 


Research the category of your bussiness. Do an audit of the brand space as it exists now. Pull example of other brands in the space. Arrange for your process book and for your reference.

(10) Explorations for taglines

8 / 28 / 18  


Project One Intro 
Discussion of Type Classifications
Type is a Mood


Do (25) Font Pairings. Use only Google Fonts or Adobe Typekit Fonts. 

(3) Moodboards of Type and Typographic Marks

Print off the name of you business in 20 of your favorite fonts. (all caps, all lower case, mixed case, etc) Print off so that they are least 1 inch tall)

9 / 2 / 18  


Labor Day ( NO CLASS)


Continue homework from 8/28

Bring Tracing Paper for Next Class! 

9 / 4 / 18  


Crit Type Pairings & Moodboards
In-Class use type pairings / Tracing Paper to starting altering your word marks to create something unique


Continue to use pencil and tracing paper to alter your name and create something ownable. Make these feel different! Push yourselves. 
(35 different studies) 

Review: Classification according to form and construction.
Watch: Aaron Draplin Sketching 
Watch: Jessica Hische Magic of Logotype
Read: Type to Logotype

9 / 9 / 18  


Crit Pencil studies  
Lecture on dissection / alternation / creation of
type in Illustrator


Move your best (25) studies in to Illustrator (Keep in mind consistency and construction when you start altering and creating new type)

9 / 11 / 18  


Crit Illustrator Studies 


Choose your best (5) Wordmarks and Explore
(5) Variations of each one

9 / 16 / 18  


Crit Refined Type Studies
Choose final direction 


Refine your Final Direction (Bring in 3-5 final explorations) Play with spacing and other characteristics 

(15) Bussiness card sketches in Black and White Only (Explore hierarchy and space. Refer to your initial type studies if you need a secondary font!)

9 / 18 / 18  


Crit Final Wordmarks / Business Cards 
Discuss Business Cards 


Choose Your final business card direction and refine
(you can now add color)

(15) Poster sketches. (BW for this Round) (You can use imagery but only from the public domain. / Flickr Commons / Dover Books / etc.) 

This poster should be 18x24 and advertises the brand! Think about hierarchy and scale this is a larger form that you are used to working with.

Think about how to use language, what is a headline that fits your brand and grabs your attention. Really explore how type and image can work together?

9 / 23 / 18  


Crit Poster Sketches / Business Cards 
Talk though Final Deliverables and show examples


Finalize all your assets (Brand Board / Poster / Business Card) 

Focus on hierarchy and making sure your using the correct type sizes

The posters can get weird, this is your chance to explore!

9 / 25 / 18  


Projet Due
Switch Classes