Typography Design for Brand Storytelling
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Learn how to develop strong typographic ideas that build the voice and character of a brand together with color, texture, words, and images
Typography is what makes words unique and gives them a voice. As an award-winning graphic designer with more than 30 years of experience, Ellen Lupton specializes in blending the visual and the verbal to tell stories using typography. She’s written dozens of books during her career, including international bestsellers like Design is Storytelling and Thinking with Type. She is also currently the Design Chair at MICA, as well as Curator Emerita at Cooper Hewitt, Smithsonian Design Museum.
In this online course, Ellen teaches you how to build brand identities through typography. Learn to develop strong typographic ideas and combine color, texture, words, and images to tell an engaging story that connects with viewers. Harness the expressive power of type design and help brands find a voice that speaks to their audience.
Get to know Ellen Lupton as she talks you through her creative journey to becoming a best-selling writer and award-winning graphic designer. She also shares her biggest influences, from books and board games to textiles and jewelry.
First, brainstorm ideas for your brand’s values and core concept. Play with word associations and mind maps to come up with an original name for your product before sketching the logo using different letterforms.
Next, choose the primary font and explore ways to make your logo unique. Ellen also explains the nuance of optical sizes, along with how to choose a secondary typeface that supports the main font, while also adding variety.
Time to give your words visual and narrative depth. Choose a color scheme that conveys your brand concept, as well as engaging imagery to enhance the story behind it. Once you’ve finished your design, see how it looks on several packaging mock-ups and get some expert tips on how to present your work to a client.
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