Groundwork for building a brand identity

Introduction

How to build a brand from strategy through to aesthetic — and how to adjust it once the work is out in the world.

What actually makes a brand, and what does branding mean in practice? A brand is far more than a mark and a set of colors: it is the visible shorthand for how a business behaves. In this course, brand designer, studio owner, and part-time nomad Noor Adelekan walks through building one from the ground up — starting with the questions that come before any sketching.

You'll leave with a written strategy, a small system of type and color you can defend, and a short set of guidelines your collaborators will actually read.