Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.


Contemporary Brand Identity: Using Verbal and Visual Branding

via Domestika


Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences
  • Introduction
  • Understanding Verbal Branding, Markets and Sectors
  • Defining a Verbal Brand
  • Turning the Verbal Into Visual
  • Getting the Most Out of an Approved Idea
  • Final Project
A great brand identity comes from matching great solutions to the right problem. With so many competitors in today’s market, understanding all the elements it takes to build a strong brand is key to its success. Michael Johnson is the founder of branding consultancy Johnson Banks, renowned worldwide for original and clever branding strategies for clients like The University of Cambridge, UNICEF, and Duolingo.

In this course, Michael guides you through his original branding tactics, backed by over thirty years of experience to create your strategic branding concept from start to finish. Learn the power of words in strengthening a brand's strategy and narrative to create a unique brand manifesto. Create an effective visual concept inspired by your written elements to then develop a powerful design toolkit.


  • About Me
  • Influences
  • What Will We Do in This Course?
  • What Do We Mean by Verbal Branding?
  • Understanding Where Someone ‘Sits’ in a Market
  • Applying This to Your Project
  • What They Do, Who They Do It for, What Makes Them Different
  • The Bit at the Core - The "Why"
  • Adding a Brand Manifesto
  • The Many Ways That a Verbal Brand Can Influence the Visual
  • The Process of Creating Brand Identities
  • Editing What You Have, Developing the Best and Sharing With Your Client
  • Making the Most Of a Good Idea
  • Making Sure You Have the Toolkit in Place
  • Contemporary Brand Identity: Using Verbal and Visual Branding

Taught by

Michael Johnson

Related Courses


Start your review of Contemporary Brand Identity: Using Verbal and Visual Branding

Never Stop Learning!

Get personalized course recommendations, track subjects and courses with reminders, and more.

Sign up for free