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Episode 6

The Logo Design Process

Matthew Encina

Executive Producer
Ben Burns

Writer & Voice Over
Stewart Schuster

Stewart Schuster, Kevin Ramlal, Jon Pham

Stewart Schuster, Kevin Ramlal, Jon Pham, Mark Contreras, Ricky Lucas, Jonathan Garcia, Aaron Szekely

Music by
Epidemic Sound

What is logo design?

A logo is one of the most important components of a business. It identifies a brand in the simplest way possible. But what’s really behind a logo? How does a good one get made?

The logo is the touchpoint that gets the most face time, so it should be memorable, versatile, and contextually relevant to the brand. For the Hamilton’s, their logo needs to check off three major criteria: beer, heritage, and craftsmanship.

In episode 6 of Building a Brand, Creative Director Matthew Encina and Digital Director Ben Burns work with the design team at Blind to explore logo variations for Hamilton Family Brewery. With a Stylescape chosen, the design team has the visual direction they need to get to work.

A new designer, Emanuele Ricci, will join the group. Originally from Italy, he has studied typography and calligraphy in Rome, Milan, and Barcelona with experts in the field. Now in Los Angeles, Blind has brought on Emanuele to work on a hand-lettered logo to convey the craftsmanship Josh and Crysten value in their business. As a hand-lettering artist, Emanuele is uniquely suited for this job.

what is a creative brief?

The key to a good creative brief is to clearly articulate

  • The project goals and success metrics
  • Highlight the key insights from the discovery session
  • The intended user or customer, and their needs
  • The design challenge and creative parameters to work within
  • The brand's attributes
  • Task assignments for each team member

Bonus Content

Emanuele Presents His First Round Of Hand Drawn Logo's

Ben And Matthew Check In With Emanuele

Lettering 01 Course

Develop expertise and confidence by immersing yourself in the history, process, and techniques to master the skill of lettering. Take our Letter 01 course to see typography like you've never seen it before.

Logo Design Course

A logo is visual shorthand for a brand. Every company needs a logo that will help define their brand and every designer needs to have the ability to deliver one.  Take our logo design course and allow Chris to share his 23+ years in the business with you as he digs into the details of each type of logo, so you can gain an in-depth understanding of this fundamental skill from research to completion.

Want to learn more?

What Makes A Logo Great & Iconic? w/ Sagi Haviv

3 Principles to Improve Your Logo Design Process - Legibility, Hierarchy, and Contrast

I Wish I Knew This When I Started: Logo Design

The Best Logos Ever Designed Are Simple Not Interesting & Not Overworked