Week 9 · Studio Notes · November 5, 2026
Identity Begins with Two Letters
We launched Project 02: The Stationery Package. Before designing a business card, letterhead, or envelope, we explored how a logo can help people recognize a visual identity.
Chalkboard Question
What makes something recognizable before we even read its name?
Shape, lettering, spacing, and repetition can help people recognize a visual identity. Designers make intentional choices about what people notice and remember.
Week 9 · Studio Replay · November 5, 2026
Project 02 · Phase 1: Class recording
Missed our introduction to the stationery package? Watch the class replay, then explore rough lettermark ideas using the first initials of your first and last names. Bring your sketches and creative brief to our next class.
Week 9 · Project 02: Phase 1Class replay · Watch before our next class
Project 02 · Student resources
Everything you need to begin
Open each resource by selecting its preview or the link below.
Logo Foundations
Four logo types we explored
A logo is more than decoration: it helps people recognize a business, remember its name, and understand something about its personality. Designers choose different logo structures depending on what the brand needs to communicate and where the logo will appear. A wordmark puts the name first, while a lettermark turns initials into a recognizable visual signature. A brandmark communicates through a symbol, and a combination mark connects an image with lettering. Notice how typography, shape, and spacing influence what each logo communicates. As you explore these four approaches, ask which choices would help someone recognize a brand quickly and remember it later.
Wordmark
A wordmark uses the brand’s name as the main visual identity. The choice of typeface, letter spacing, weight, and custom letter shapes can communicate personality before anyone reads the name. This works especially well when the name is short and memorable. Example: FedEx.
Lettermark
A lettermark uses initials to create a compact identity. The letters can overlap, interlock, intertwine, or share strokes so they work as one recognizable design. A strong lettermark is readable even at small sizes. Example: the New York Yankees’ interlocking NY. For this project, use your first-name and last-name initials and make them interact rather than simply sit side by side.
Brandmark
A brandmark is a symbol that represents a brand without needing its name beside it. It may refer to an object, an idea, or a distinctive shape. The symbol becomes useful when people learn to associate it with the brand through repeated use. Example: the Nike Swoosh.
Combination mark
A combination mark pairs a symbol with a wordmark or lettering. This helps a newer audience connect a visual symbol with the brand name. The two parts may be used together or, once the identity is established, in different arrangements. Example: Burger King.
Some logos fit more than one category. These names describe how a logo is built, not rigid rules.
Watch & Observe · Logo Design
Watch, notice, connect
As you watch, consider two questions: How do visual choices help people recognize a brand? And what new idea could you bring into your own lettermark exploration? Look for connections to your stationery package.
01 · Branding & IdentityA short introduction to the visual ingredients of a brand. Notice how a logo works alongside color, type, and images to create a consistent impression.
02 · Look more closelyAs you watch this second perspective, choose one detail that catches your attention. What does it make you reconsider about your own design?
Project 02 · Draft 1
Design your own lettermark
Use the first letter of your first name and the first letter of your last name. Both initials should remain recognizable as one design.
This is Draft 1. Your first ideas can be pencil sketches. You do not need a polished digital logo yet. Bring six different sketches and select two promising directions for your first critique.
Six examples of lettermark exploration
These are visual references for exploring how letters can overlap, connect, share strokes, or form a new shape. Develop your own original design.
01 · Explore
Try uppercase and lowercase letters, different font styles, and new arrangements. Explore overlapping, interlocking, and shared strokes.
02 · Sketch
Draw at least six distinct ideas in pencil. More are welcome—bring all your sketches to class.
03 · Select
Choose your two strongest concepts. Be ready to explain why these work better than your other sketches.
“A sketch is a question on paper, not a promise that this is the final answer.”
The Stationery Package
One identity, four applications
Your Midtermology presentation on December 10 will show a consistent visual identity across:
- Lettermark logo
- Business card (front and back)
- Letterhead
- Envelope
Use the approved guidelines for the required sizes and specifications.
Project 02 · Calendar
Upcoming project checkpoints
Logo critique 1
Bring your sketches and two selected concepts. Business card work begins.
Logo + business card
Second logo critique, with your lettermark shown on the card.
No class
Thanksgiving break.
Letterhead + envelope
Critique your complete stationery system and prepare revisions.
Midtermology
Final stationery package presentations.
Studio Reflection
Look again
When you see a familiar logo, what do you recognize first: its letters, shape, color, or arrangement? How can that observation help you design your own initials?