Variable Logo Design (Inspired by Popular Culture)
A course by bastardatypeDesign Studio
A course by bastardatype, Design Studio
Discover the most effective techniques for designing unique and attractive variable logos
In this online course, Sebastián de la Hoz and Jason Guzmán, from the Bastarda Type studio, will teach you how to create variable logos inspired by graphic informal labels. With their experience in type design and work for renowned clients such as HBO, Mario Hernández and the National Library of Colombia, they will guide you through techniques and examples so you can develop striking and original logos.
You will learn about the importance of typography in general design, but above all in the identity of a brand, based on popular references to bring these ideas to the present, helped by the technology that typographic design offers us. The desired result is a forceful and avant-garde brand, with nostalgic touches for all the art of designing signs by hand and the relevance and validity that a brand must have through new technologies.
What will you learn in this online course?
16 lessons & 21 downloads
Inspiration
4 minutes, 30 seconds
typographic safari
2 minutes, 30 seconds
Referent categorization
15 minutes, 37 seconds
Concept and design decisions
18 minutes, 4 seconds
Analyze referents typographically
9 minutes, 30 seconds
Of those referring to a digital identity 1
17 minutes, 14 seconds
What's included in this course?
To start, you will learn about the different techniques and examples of the aesthetics of informal graphics. Through a typographic safari through the city, you will collect and categorize inspiring references. You'll learn about brand identity and how to relate it to fonts, as well as key concepts like contrast, proportion, and rhythm.
Next, you'll dive into Glyphs software and its tools for vectorizing drawings, as well as exploring essential technical aspects of typography. With the letters ready, you will create variable logos and discover how the export process will help you correct errors and adapt the project to different products and applications.
Finally, you will receive tips to move and present your idea in an objective and attractive way, and thus connect with the affective memory of your audience. Upon completion of the course, you will have the ability to draw inspiration from casual graphics to create logos that convey the essence of a brand in an impactful way.
Recommended software & tools for this course
What is this course's project?
In this course's capstone project, you'll create a variable logo inspired by the graphic-casual aesthetic. You will apply the techniques learned and use the Glyphs software to vectorize your drawings and generate a unique and original logo. This project will allow you to demonstrate your creativity and skills in typographic design.
Who is this online course for?
This course is aimed at designers, artists and anyone interested in brand development or branding. If you want to learn how to draw inspiration from casual graphics and create attractive logos that stand out, this course is for you. Advanced knowledge is not required, but it is advisable to have a base in vector drawing.
Requirements and materials
To take this course, it is recommended to have basic knowledge in vector drawing and access to Glyphs software. In addition, we suggest you have a pencil and paper to take notes and make sketches during the creative process. Being open to experimenting and exploring new ideas will be critical to getting the most out of this course.
With extensive experience in the field of design, Sebastián and Jason have worked with renowned clients such as HBO, Mario Hernández and the National Library of Colombia, as well as leading studios such as S&Co, LIP and Aluzian. His inspiration comes from music, hip hop and jazz culture, as well as objects from the past and casual hand-drawn graphics.
Through their participation in this course, Sebastian and Jason share their knowledge and passion for type design, giving you the tools and techniques you need to create stunning logos. Get ready to discover new letterforms and learn how to connect emotionally with your audience through logo design.
Content
- U1
Introduction
- Presentation
- influences
- U2
Popular graphics and labeling
- Inspiration
- typographic safari
- Referent categorization
- Concept and design decisions
- Analyze referents typographically
- U3
From popular graphics to Glyphs
- Of those referring to a digital identity 1
- Of those referring to a digital identity 2
- From the spontaneity of the line to the typographic rigor
- New Media: Variable Typeface 1
- New Media: Variable Font 2
- Export and see the result
- U4
Final Decisions and Presentation
- logo settings
- The moving logo
- Present the idea with arguments and graphic supports
- FP
Final project
- Market Signs
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FAQs
You’ll learn how to analyze typographic styles, design custom fonts and logos, apply lettering and urban hand-lettering techniques, and use digital tools to create original visual identities inspired by cultural and musical influences.
This is an intermediate-level course, perfect for those with basic graphic design or typography knowledge who want to dive deeper into specialized techniques and advanced creative processes.
You’ll need a computer, design software like Glyphs or Illustrator, a smartphone for capturing urban images, and basic drawing supplies like paper and pencil. Internet access is recommended for downloading resources and plugins.
Yes, the course covers techniques for creating custom typefaces—from concept through using digital tools to digitize, refine, and export your own glyphs and variable fonts.
The course teaches you to explore historical and cultural references, analyze brand attributes, and apply design methods to create variable, adaptable logos that align with different visual identities.
Yes, it explores urban styles like Wild Style graffiti, blackletter, and Caribbean hand lettering, combining observation, documentation, and reinterpretation techniques for contemporary projects.
You’ll learn how to collect, photograph, organize, and analyze urban typographic references, classifying styles like sans, serif, and script to build a rich visual archive.