Contemporary Brand Identity: Using Verbal and Visual Branding
A course by Michael Johnson , Designer and Creative Director
Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences
Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences
A great brand identity comes from matching great solutions to the right problem. With so many competitors in today’s market, understanding all the elements it takes to build a strong brand is key to its success. Michael Johnson is the founder of branding consultancy Johnson Banks, renowned worldwide for original and clever branding strategies for clients like The University of Cambridge, UNICEF, and Duolingo.
In this course, Michael guides you through his original branding tactics, backed by over thirty years of experience to create your strategic branding concept from start to finish. Learn the power of words in strengthening a brand's strategy and narrative to create a unique brand manifesto. Create an effective visual concept inspired by your written elements to then develop a powerful design toolkit.
What will you learn in this online course?
14 lessons & 14 downloads
- 100% positive reviews (531)
- 13,272 students
- 14 lessons (2h 11m)
- 14 additional resources (0 files)
- Online and at your own pace
- Available on the app
- Audio: English
- English · Spanish · Portuguese · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
What is this course's project?
Develop a brand’s manifesto and a design toolkit using verbal and visual concepts for a new or existing brand.
Projects by course students
Who is this online course for?
This course is for anyone who would like to explore the strategic side of branding and for creatives who want to broaden their understanding of contemporary brand identity.
Requirements and materials
Some background knowledge in design would be useful but not essential. You’ll just need thinking skills to draft your verbal brand and basic design skills to develop a visual brand identity.
As for materials, you need a computer and the digital design software of your choice.
Reviews
A course by Michael Johnson
Although Michael Johnson began designing typefaces at fifteen, he didn’t pursue a standard design education. Instead, he worked his way across the world, learning all aspects of design, art direction, advertising, and branding for ten years. He then started his own brand consultancy, Johnson Banks in 1992. In three decades, the world-renowned brand consultancy has worked with major brands and institutions such as Mozilla, the University of Cambridge, Acumen, UNICEF, and many more.
Michael is an Honorary Professor at Glasgow School of Art and is a guest speaker at many renowned design events like Typo Berlin and Pecha Kucha. He has won many iconic design prizes, including seven yellow and one black pencil from D&AD. He has also published several books such as Problem Solved, Branding In Five and a Half Steps, and Now Try Something Weirder.
Content
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U1
Introduction
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About Me
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Influences
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What Will We Do in This Course?
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U2
Understanding Verbal Branding, Markets and Sectors
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What Do We Mean by Verbal Branding?
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Understanding Where Someone ‘Sits’ in a Market
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Applying This to Your Project
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U3
Defining a Verbal Brand
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What They Do, Who They Do It for, What Makes Them Different
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The Bit at the Core - The "Why"
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Adding a Brand Manifesto
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U4
Turning the Verbal Into Visual
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The Many Ways That a Verbal Brand Can Influence the Visual
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The Process of Creating Brand Identities
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Editing What You Have, Developing the Best and Sharing With Your Client
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U5
Getting the Most Out of an Approved Idea
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Making the Most Of a Good Idea
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Making Sure You Have the Toolkit in Place
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FP
Final project
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Contemporary Brand Identity: Using Verbal and Visual Branding
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.
All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.
The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.
You can redeem the course you received by accessing the redeeming page and entering your gift code.
vanisealmeida
Curso espetacular!
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valentina.cincelli
Corso veramente interessate, ricco di spunti e spiegazioni chiare. Grazie Michael!
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pauquiros
Plusme gustó mucho el curso, la forma y la calma del profesor para transmitir los contenidos hace que sea sencillo de seguir
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tatianepinheiro
PlusI am amazed. This content is so rich that I can't believe it is so accessible! I am a content creator looking to improve my personal branding, and this course has helped me go beyond words. Thank you, Michael!
jairo_ceballos_ilu
muy chevere
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