Branding with Type/Schools

  • Hand in a folder called 2lastnameschools, due Friday, October 6th.
  • Inside the folder you will include 4 JPGs, each one 400px wide by 600px ht.
  • Each JPG will include 3 different designs for logos for a school.
  • Students need to understand GROUPING and HIERARCHY with text.

sch_snobhavenYou have been hired to create branding and identification by a company that opens for-profit schools. Each school needs a logo that represents its unique identity.

The logo needs to work large painted on the side of a building, and also small as a patch on a shirt.

For each school, start a Photoshop file 400px wide by 600px high.

On this file you will create three different logos for that school.

Use different typefaces for each logo. Use different layer styles, patterns, shapes. You cannot use images or cartoons, but you can use shapes or dingbats.

Your design must communicate what kind of school this is just using lettering.

School 1: SnobHaven Academy for Proper Young Ladies & Gentlemen
This is a very high-priced school that boasts personalized service to its students. The school wants everyone to know how exclusive and expensive it is. The parents who spend a lot of money to send their children to SnobHaven want everyone to know how rich they are and how special the school is.

Design should reflect Expensive & Exclusive. Make sure you get the entire name correct! Consider HIERARCHY in the size of the different words.

sch_einsteininstituteSchool 2: Einstein Science Institute
Students here have the best microscopes, centrifuges and computers. They all work on advanced experiments. This school only accepts the very brightest science students and gives them challenging work to do.

Design should reflect: Serious. Scientific. Technologically Advanced.

School 3: Learn thru Play Pre-School
This school wants to project an image of being fun and playful, but also a place for the youngest students to learn.

sch_learnthruplayDesign should reflect Bright Colors & Shapes that appeal to little children (and their parents). Communicate that this is a Happy Place.

School 4: Oldenburg Institute of Fashion & Design
This school only accepts the best artists. They expect the highest quality of art and design work and their logo/identity must reflect that.

Design should reflect colors and design elements that are Artistic, Stylish, Creative. Remember Hierarchy with the name

GROUPING: One of the four principles of layout presented earlier this semester (Grouping, Alignment, Repetition, Variety). Lines of type should not float disconnected in the image. Create a relationship between the lines of type. This is best done by putting individual lines (or individual words) on their own layers.

sch_oldenburgHIERARCHY: If you make every word large and extra-bold then nothing will stand out. Hierarchy refers to “rankings.” In the name “Galileo Academy of Science & Technology” the word with the highest ranking would be “Galileo.” The word with the lowest ranking would be “of.” As the designer, you need to help the viewer know what is most important and where to look first.


  • Use Alignment where appropriate
  • Don’t mix two typefaces that are too similar (two script typefaces, two serif typefaces). Use a serif with a sans-serif. Use an unusual typeface with a very plain typeface.
  • Put lines of type on different layers so you can move them around and create a design.