Advanced Logo Design Course

Logo Design II

In the words of the late, great Paul Rand, logos should be like flags: universal, timeless, and durable. Do you have have the skills to create identities that endure? Find out, in this advanced online logo design course. Working with an expert instructor, you'll study important identity design concepts including corporate identity, image, branding, and repositioning. The focus will be on learning how to approach each stage of the logo design process, from concept to execution and client presentation.

Grow your identity design portfolio through challenging projects

Instructor-Led Course

Feedback from design professionals

Creative Projects

Stretch your skills, grow your portfolio

Learn at Your Own Pace

Self-paced and scheduled programs available
Course Outline
Preview course topics and assignments.

1 - Visual Communication

What makes a logo work? In Lesson One, the logo developer shares his personal vision of visual communication. Successful logos achieve a tradeoff between flexibility (appearing anywhere, at any size) and communication. To build a conceptual foundation, you'll look at the purpose of logo design from ancient times to today's consumer society, exploring the fundamental properties of a successful logo. You'll get an overview of the logo design process in a professional environment. Then the exercise will focus on creating three distinct identities for a record label, working from a creative brief.

2 - Identity, Image, and Branding

We're all familiar with the power of a major brand (Nike, anyone?). But designers often confuse the differences between corporate identity, image, and branding. Lesson Two clarifies the issues and focuses squarely on branding—the essence, character, and purpose of a company and its services. The process by which a company builds and extends or repositions a brand is explored, with reference to contrasting case studies. In the exercise, you'll create a branding system for an airline.

3 - Expansion and Evolution

Lesson Three looks at the critical first stage of any professional logo design process. You'll examine the logo expansion/evolution phase, in which you set up a client meeting to determine his or her needs, produce a creative brief, and brainstorm a range of options. Strategies for effective logo brainstorming are discussed, with an emphasis on opening the door to creativity and productivity. The exercise provides practice in both brainstorming and creative logo identity evolution.

4 - Identity Imperatives

A successful logo conveys the essential identity of a company or individual— saying "I'm friendly" or "strong" or "smart." Lesson Four explores the various techniques logo designers use to create identity: spacing, color, shape, and letterform. You'll learn tricks of the trade to add impact and personality to your logo designs. In the exercise, you'll design a visual identity for a movie studio, working from a brief.

5 - Contraction and Definition

Lesson Five covers the second step in the logo design process: the contraction phase. After a second client meeting, the designer's options are generally narrowed to a few leading logo designs. Armed with client feedback, the designer focuses on honing the artwork, addressing such key issues as legibility, simplicity, and typography. In the exercise, you'll select a logo design from Lesson Four and evolve it to a professional foundation, and also create some identity logo designs for yourself or your company.

6 - Finalization and Presentation

To become a successful logo designer, you must know how to pitch your work. This involves both presenting the logo effectively and handling client feedback in a professional manner that moves the project forward. Lesson Six deals with these real-world issues: how to schedule and price logo projects, how to make client presentations, and how to give the client tools for measuring the project's success. The final project integrates client communication and presentation into the challenging logo assignment—finalizing a logo for yourself or your company.

Course Objectives
Building skills? Here’s an overview of what you’ll learn in this course:
  • Develop an understanding of how logo design evolved from early logo marks to the icons of today's consumer society.
  • Create three distinct logos in black and white for a record label.
  • Develop an understanding of the influences of corporate identity, image, and branding on a logo design.
  • Develop a brand design including an overall brand, logo, and identity for an airline.
  • Develop strategies and techniques for brainstorming creative logo ideas.
  • Create two visual identity marks for a major sports event at a city.
  • Understand and express the fundamental properties of successful logos.
  • Create three distinct logos, a brief, and a criteria matrix for a movie studio.
  • Learn techniques for the contraction phase of a logo design project and for working with clients.
  • Create a branding statement and three visual identities for a designer or design agency.
  • Learn approaches for the finalization and presentation phase of logo design.
  • Finalize a visual identity for a designer or design agency and develop visual mockups of the logo's application.
Course Registration

Interested in this course? Scheduled and self-paced enrollment options are available. Ask Admissions about taking this course as part of a degree or certificate program.

Course LevelClasses startRegistration FeeTechnology FeeTuition
Degree course
3 credits, 15 weeks
Jan, May, Aug$200$50/semester$375/credit
Vocational course
60 clock hours, 3 months access
Enroll today, start tomorrow$50$25/course$534
* Registration fees are nonrefundable after 5 days from enrollment. All tuition includes a digital materials fee for updates to course or program content.
** Effective Sept 1st, 2016, all non-matriculated degree course students will be required to pay a $50/semester technology fee, and vocational course students will be required to pay a $25/course technology fee.

Software and Supplies

To take this course you'll need:

  • Computer with Internet connection.
  • Adobe Illustrator or equivalent program.
  • Basic experience in the above software.

Who’s Teaching

Course developed by Thom McKenna

Student Feedback

The instructors have top credentials and experience and are always there to offer a new perspective, as well as valuable coaching and mentoring. - Myriam Keaton, Associate Degree in Graphic Design.

Student Gallery

Getting Started

Enrolling online is easy and convenient.
Chat with our knowledgeable admissions staff to select course and program options.
Complete your registration entirely online.

Related Programs

Did you know? You can take this course as part of an award-winning certificate or degree program.