LogoArchive
School of Design
Delivered a 16 week course for the Department of Visual Communication Design at Mariam Dawood School of Visual Arts & Design.
A 16 week course on
the catalysts, construction and semiotics of mid-century logo and corporate identity design.
A practical framework for understanding and applying the enduring design principles and practices of the past to create successful brand identities today.
Co-ordinators
Richard Baird
LogoArchive
Founder & Lecturer
Richard Baird is a designer, writer and publisher. He builds and develops businesses and educational initiatives within design and has worked for international clients such as Sony, Fiskars and Universal. Alongside this, Richard founded the widely-read editorial site BP&O, the design history newsletter Logo Histories and the modernist logo resource, research programme, zine series and educational initiative LogoArchive.
The world of logos is a fascinating one. Lost stories, historical contexts, creative ideas and practical outcomes drive Richard’s interest and has helped him build an engaged community of designers and researchers.
Menahil Butt
LogoArchive Pakistan
Founder & Course Lead
Menahil Butt is a Pakistani designer and researcher with a background in visual communications and user-centred design. She is the curator of LogoArchive Pakistan. Having an ardour for the language of signs, their form and message, the focus of Menahil’s work is strategic design for corporate identification programmes. She has independently built brands for establishments across the United States, the Middle East and Australia.
Alongside her efforts to raise the standards for approaching the subject of identity in the country as an educator, Menahil is also actively engaged in elevating Pakistan’s representation in the global industry for design.
A practical and historical understanding
Students
In a competitive and internationalised market place design history can provide you with an advantage. Learn about the principles and practices of the past that remain foundational to effective logo design today.
Context and considerations
Design history is a fascinating subject. And modernist logos and rationalised design policies are visually impressive. There’s much that can be learned from these, many of the principles and practices of today have their roots in the past. In fact, some brands are even reintroducing logos designed in the 1960s. In this 16 week course you’ll learn about the contexts and considerations that give purpose, meaning and form to these logos and corporate identities, and help you better use this understanding to design and talk about your ideas.
Ideas and technique
Using the historical knowledge LogoArchive has collated over the last five years you’ll begin to understand the underlying principles of modernist logo design and recognise, with the intention of applying in practice, the many form-making techniques that characterised much of the world of the mid-century. Knowing these will lead you towards more purposeful and design solutions that are both tailored to the requirements of your clients and display creativity and originality.
Preparing you for industry
The course is designed to give you a historical framework for contemporary practice and knowledge that will set you up to be a strategic thinker and set you apart. It will help you develop a rationalised approach to ideation and communication with clients guiding them towards useful and creative outcomes.
Research and Design
As a student on this course, and a new and pioneering design researcher in the field of modernist logos, you will be guided towards best practices for gathering and assessing information. You’ll be taught by a researcher and practicing designer, and you’ll also be participating in a bigger international effort to document the work of the past in your respective country.
Institutions
Course Structure
LogoArchive’s 16 week course is a pioneering effort to bring together design history and practical application derived from extensive research into the principles of modernist logo design.
Week 1
An Overview
An introduction to the course, its contents and a discussion on the learning outcomes. Students will be assigned a two-part exercise to give them an insight into their perceptual capacities.
Week 2
History & Evolution
of Identification
In Part 1 students will be introduced to the history of identity and its evolution during the pre-war period.
Part 2 will follow with the development of modernist trademarks and rationalised identity programmes in the west.
Week 3
Case Studies
Students will discover the attributes of enduring modernist logos and gain a practical understanding of the contexts
and considerations that gave shape to these constructions.
Week 4
The Life of Logos
A look at the life of logos through the course of expansions, mergers and acquisitions. Students will come to understand how some logos endure and others disappear.
Week 5
Logos & Pakistan
An introduction to LogoArchive in Pakistan, the best practices for researching and making the most of limited resources. Students will be invited to begin their initial and collaborative local research projects.
Week 6
Workshop: Methods
of Form-making
Part 1: Students will learn techniques for constructing unique logo forms. This will be followed by Part 2: a demonstration of a logo design process: from brief to ideation and execution.
Week 7
Underperforming Logos
Students will be asked to identify the attributes of underperforming logos and discuss the reasons as to why they fail to serve their original and evolving function over time.
Week 8
Group Tutorials
An exploration of form: a look at the various compositional and practical considerations for designing purposeful and useful logos.
Week 9
Building Out
Students will be encouraged to add color to their logos; and consider how the brand’s look and feel can be communicated without the logo present and consider newer and evolving physical/ digital contexts.
Week 10
Assistive Sessions
Students will receive feedback on their work and areas for exploration as they continue to build out their visual identity systems.
Week 11
Research
Presentations
A non-competitive session that invites students to share, cross reference and learn about the findings from the local research project.
Week 12
The Branded Experience
Students will be asked to consider and begin to incorporate type, patterns and other elements into their project.
Week 13
Assistive Sessions
One on one reviews and feedback sessions with students.
Week 14
Seeing & Perceiving
Second half of the two-part exercise that will help students self-evaluate their learning and growth in their perceptual capacities.
Week 15
Final Presentations
Group 1
Identity: The Past & Present. Students will be asked to deliver their research and design projects for review.
Week 16
Final Presentations
Group 2
Identity: The Past & Present. Students will be asked to deliver their research and design projects for review.