In this 70-minute class, you'll think about researching an organization's goals, developing a series of design solutions, simplifying them to their essence, and stretching them to their limits as they are applied to animation, products, signage, architecture and more. .
Paula Scher guides us through her past work experiences that have allowed her to become the accomplished design leaders she is today. You will also find your list of client projects that you will show throughout this class. Introduction. Paula's lesson will guide you through the process of developing a smooth and complete company logo design. First, you will identify a nonprofit organization whose mission interests you. Next, you'll create a "design kit" that includes a logo, typographic system, color palette, icons, and approach methodology to demonstrate different parts of the organization in various media, from digital to physical spaces. Research. Always start by knowing your customer. Paula will guide you through research best practices and common reasons why organizations choose to rebrand. Finding solutions. You'll learn how to approach the initial design presentation for a client, which means synthesizing the information you get from your research into components that your client can understand. Remember, design only matters if the company actually executes, so you'll learn how to present clients with a selection of brand designs, ranging from conservative to more radical. Simplifying. It's time to develop your "game of parts." You'll learn that you should keep this kit simple, because your job is to do something complex: represent an entire organization. Paula will explain why simplicity is key to creating a logo design for your brand. Stretches and tests. As you expand your brand design system, you'll learn to look at its parts as if they were on an IQ test by asking, "Which of these things doesn't belong in this set?" Paula will teach you how to balance your ideas for a client's brand with direct collaboration with the client. Public theater. Paula will explain the fraught design history of New York's Public Theater and how she found a solution to make her brand cohesive. You'll see how to create logos in a way that captures the spirit of an organization while adapting to time and other variables. Jazz at Lincoln Center. You'll get some additional logo design tips through the lens of Paula's long-term relationships with Jazz at Lincoln Center. Witness how Paula took the “meaning of jazz,” as conveyed by the Center’s director, and turned it into a source. Philadelphia Museum of Art. How do you rebrand something that is widely recognized... for something other than its main function? That was the challenge Paula faced when redesigning the logo of the Philadelphia Museum of Art, with its iconic stairs that became famous after their appearance in the movie 'Rocky'. Here, Paula will guide you through the process of creating a logo that matches a mission statement. Directors Club Type. When does a font become unrecognizable? Paula will answer this question by exploring her design for the Type Directors Club, which is no small feat. The Type Directors Club stands as the governing body for typography, representing and rewarding the best in today's type design and use. In this lesson, you will learn how to develop rules to define the boundaries of your own typeface. Windows Paula will give you a logo design tutorial for a company that has several unique products. Through your work with Windows, you'll learn how to design logos that look like members of the same family, but aren't identical.
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