THE BRAND CHALLENGE
Can you recognize a brand without reading its name?
Discuss: What do you notice first — shape, color, or letters?
SWBAT develop original logo concepts that communicate a brand's identity using shapes, symbols, and typography.
Today: analyze → choose a client → sketch → pitch.
An image or icon without the company name.
A brand name made distinctive through lettering.
A symbol and words designed to work together.
Test it small: can you still recognize the design from across the room?
Client: MOONBEAN — a late-night coffee shop for artists.
Start with a simple symbol.
Explore another symbol.
Mix the strongest ideas.
Groups of four. Assigned seats. Everyone sketches. Roles help organize the work — they do not replace individual contributions.
Leads discussion and keeps the team on task.
Organizes logo sketches and visual ideas.
Defines audience, purpose, and personality.
Manages materials, time, and presentation.
RULE: Each student draws TWO logo concepts before the team selects a direction.
Choose a fictional client below, or pitch your own brand for teacher approval.
Industry: Sneaker company
Audience: Teen athletes
Personality: Fast, bold, energetic
Challenge: Communicate speed without copying another sneaker logo.
Teacher: groups can pick different briefs. A custom brand must have a name, audience, and purpose before sketching.
What is the brand called?
Who is it designed for?
Pick three adjectives.
Which objects or shapes could represent it?
Four designers × two ideas each = eight original logo sketches.
Draw a symbol-only idea.
Draw a wordmark or combination logo.
“Our brand is ____. Our audience is ____. We chose ____ because it communicates ____.”
What does the logo make you think of?
What is most recognizable?
What could be simplified?
Circle the two strongest concepts.
Explain why each works.
Decide what to refine next class.
Which design communicates your brand best — and why?
LOGO LAB · WORK HARD. GO TO COLLEGE. CHANGE THE WORLD!