Branding Considerations

When developing a branding or style consider the following points.

Should it be:

Tone: Quiet/loud, Conservative/Playful, Mainstream/Alternative/Avant Guarde, Serious/Witty

Colour: Muted, Saturated, Limited, Maximum, Monotone, Full Spectrum,  Pastel,  BW, Greyscale, Fluro, Metalic

Imagery: Photographic, Illustrative, Graphic, Typographic
Logo/Icon/Signature Image

Type: Classical/Contemporary, Clean/Rough, Serif/Sans, Strong/Delicate
Cultural References / Era: Punk, Rockabilly, 50’s, 80

Desktop Publishing Week by Week

Week 1: Introductions & General Editing Techniques

Mac basics
Intro to Desktop Publishing
  • Essential Concepts
  • Adobe Creative Suite
  • Shared concepts and shortcuts
  • Create and arrange shapes
  • Working with colour
Intro to Illustrator


Exercise: Create vector tile

  • Point type vs area type
  • Type on a path, type in a shape
  • Creating outlines

Exercise: Create type tile

Week 2: The Pen Tool

Intro to the Pen Tool
  • Straight Edge shapes, constrained lines, curves, cornered curves, open shapes
  • Editing paths with direct selection tool
  • Converting Anchor Points
  • Adding Artboards
  • Grouping
  • Isolation Mode

Exercise: Draw your name (first name straight. Surname curved)

Exercise: Pen tracing

Exercise: Pen Patterns

Exercise: Dino City Illustration

Week 3:  Further Drawing Techniques

  • Drawing with Shapes
  • The Pathfinder
  • The Eyedropper
  • Transform Again


Exercise: Classic Logos to Trace


Introduction to Client Brief

Exercise: Create Quintessential logo

  • Trace Yoga Woman
  • Create pattern repeats



Week 4: Vector Design

  • Compound Paths
  • Layers
  • Select Spot colours
  • Look at
  • Gradients
  • Type on a path
  • Installing Fonts
  • Save for web


Exercise: Create a series of quintessential business card design variations

  • Create alternate vector tracing
  • Prepare for presentation to client. Save for Web


Week 5: Illustrator Extras

  • Layer Styles
  • Appearance
  • Live Trace
  • Transparency
  • Clipping Masks
  • Setting Bleed
  • Save as PDF
  • Overview of key techniques and concepts


Exercise: Colour Wheels


Exercise: Quintessential Stationary Package

  • Prepare for client presentation
  • Prepare Business Card for Print
  • Document Setup
  • Master Text Frame
  • Place Text
  • Text Wrap
  • Working with Images
  • Threading Text
  • Hidden Characters
  • Find / Replace
  • Styles (Paragraph, Character, Object)
  • Typographic formatting
  • Indents and Spacing
  • Overrides
  • Bullets

  Week 6:  INTRO to InDesign. Layout

Week 7: Working with Type


Week 8: InDesign Page Design

  • Tabs
  • Text Frame Options
  • Columns
  • Object Styles
  • Break out boxes
  • Tables
  • Master Pages
  • Page Numbers
  • Links panel
  • Packaging for sharing
  • Backwards compatibility

Week 9: InDesign  cont


Exercise: Quintessential Newsletter

Week 10: InDesign Wrap Up

  • Working to a template
  • Page numbers linked to table contents
  • Load Colour Swatches
  • Imposition
  • Prepare for Print: Package, PDF


Exercise: Quintessential Spa Menu


Week 11: Intro to Photoshop

  • Non Destructive Editing
  • Understanding Resolution
  • Image Sizing & File Types
  • Cropping
  • Perspective Crop


Exercise: Resolution & Image Quality

1      5CM sq

2      5, 10, 20, 50, 72, 100, 150, 200, 300

3      Low, Medium, High, Maximum

4      Upsizing 72 – 300, 5mm – 300mm

5      Resize Web Images for Print

6      Place into workbook and caption


Exercise: Pixel Art

10 CM

brushes, selections, gradients


Week 12:  Image Adjustment

  • Adjustment Layers
  • Levels
  • Tonal Adjustment
  • Colour Correction
  • Hue Saturation
  • Selection Tools
  • Local Adjustments (masking)
  • Editing Masks


Exercise: 3 Colour Tomatoes

Week 13: Photographic Montaging

  • Placing images
  • Smart Objects
  • Making Selections
  • Layer Masks
  • Removing Backgrounds
  • Layer Effects
  • Blending Modes
  • Combining Images
  • Adjusting Canvass Size
  • Clipping Adjustment Layers


Exercise: Surprise Party Poster

A4 150 PPI


Week 14:  Photographic Retouching

  • Retouching tools (Clone Stamp, Healing Brush, Spot Healing Brush)
  • Liquify
  • Local tonal & Colour Adjustments
  • Quick Selection
  • Replacing Backgrounds
  • Select by Colour Range
  • Simulate Lighting Techniques

Exercise: Retouch Portrait


Week 15:  Putting it all together

  • Overview of key techniques and concept
  • Overview of web design in desktop publishing
  • Ben’s top 5’s


Exercise: Finish Workbook



  • Requests
  • Photoshop: Converting a colour photo to black and white. I’ve experimented with a couple of different ways, but it would be great to learn how to do this properly.
  • Cross Program Stuff
  • Table of Contents

Desktop Publishing Brief

The Business


Unwind to your core

Hi there!

Quintessential is a health spa / retail store based in Sydney’s Newtown. Owner / director Prudence Shepard has a vision to create a tranquil and relaxing private health spa, as found in high-end resorts, in the busy city streets of Sydney.

Client Details

Prudence Shepard
Phone: (02) 8567 3422
Address: 22 Tenmore St, Newtown, NSW, 2032




Initial logo Concept

2nd logo concept

Classic Logos to

Low res jpg provided.
Create clean and balanced vector logo and save as EPS


Rotate Repeat Logo exploration

Yoga Body Logo



Choose and apply appropriate typefaces for the logo and catch line

Checkout DaFont for more custom typefaces.


Calm, deep, sensual

Spot Colours:

Pantone 4975 C
Pantone 4545 C

Alternate Colour Swatches

Use the brilliant colour tool Kuler.Adobe to find more colour schemes.

Style Guide

Calm & Relaxing

Buddha Illustration

Create a vector illustration including a vector tracing of this buddha image.



Business Card

90 x 55mm
Create a double sided business card

Dynamic / Static

Calming / invigorating


Create an A4 letterhead

CD Cover

120 x 120mm


Create an A4 letterhead

Download templates

Email signature

Create a screen resolution email signature image

Web Header

Create a screen resolution header image for the website

Teardrop Banner

Download a template here

Promotional Material

6 Page DL Roll Fold Flyer

Download the print template for the 6 Page DL Roll Fold flyer here.

Download the Word File here

Download these images:
Hot Stones,  Head Massage, Manicure, Yoga,

More Images
Meditate, Yoga, Massage Room

Buddha vector Illustrations
Software: InDesign, Photoshop & Illustrator.
Skills: Vector Illustration, Typesetting, Page Layout, Colour Corection
Tools: Pen Tool, Layers, Colour Pallet

Photo Montage

Promotional Poster

Yoga Woman, Sunset , Moon, Tiger, Horse, Eagle, Lion, Saturn

TEXT: “Find your Goddess within”
TYPEFACE: Monotype Corsiva, Century ALL CAPS

Size: A3 200DPI

Main Layout

  1. Create new document to specifications
  2. Mask Yoga Woman
  3. Drag Yoga Woman and Sunset to new document
  4. Scale and distort Sunset to fill page (Command T)
  5. Apply warm up adjustment using a Levels Adjustment Layer
  6. Clip Adjustment layer to Yoga Woman (Right click on layer name and chose Create Clipping Mask)


  1. Create type
  2. Set Font
  3. Scale to Size
  4. Add Layer Effects (Drop Shadow, Outer Glow, Bevel & Emboss with Contour & Texture, Gradient Overlay)
  5. Expand Tracking on “WITHIN”

Additional Layers

  1. Copy and Paste Logo from Illustrator as Smart Object and add Drop Shadow
  2. Add Moon and Saturn images
  3. Set Blending Mode to Screen
  4. Add Animal Images
  5. Set Blending Mode to Screen
  6. Add Layer Mask and use brush to blend edges
  7. Adjust levels to make images stand out (Command L)


  1. Delete any unused layers
  2. Create folders for Type and Background images
  3. Name any unnamed layers

Web Banner

Dimensions: 1027 x 200 pixels


Redesign the online newsletter found here:

  • Create Paragraph Styles
  • Replace images with new stock images
  • Include branding elements such as logo and colours
  • Package Document