Graphic Design Basics: Core Principles for Visual Design vs Brand Identity Design

The five principles covered — symmetry, scale, framing, hierarchy, and grids — represent a genuinely authoritative selection of foundational design concepts, drawn directly from Lupton and Phillips' textbook Graphic Design: The New Basics, which is used in design programmes worldwide. The examples chosen to illustrate each principle are professional-quality and historically significant. The limitation is the depth available in 35 minutes: each principle receives 5–7 minutes of explanation, which introduces the concept but does not build operational fluency.

Ellen Lupton is Senior Curator of Contemporary Design at the Cooper Hewitt Smithsonian Design Museum and Director of the Graphic Design MFA programme at the Maryland Institute College of Art (MICA), where Jennifer Cole Phillips is also a professor. Their co-authored book Graphic Design: The New Basics has sold extensively and is adopted in design schools globally. Among online design instructors, Lupton has arguably the strongest institutional and scholarly credentials available — the instruction here carries a weight of authority that practitioner-led courses cannot match.

The course is included within a Skillshare membership ($168/year or approximately $14/month, with a free trial period). Within that subscription, the course provides high-quality content at negligible marginal cost. As a standalone proposition, 35 minutes is a modest content volume, but the instruction quality justifies the subscription contribution. Skillshare's free trial makes it risk-free to evaluate.

The course includes a brief class project — creating a simple layout that applies the five principles — but given the 35-minute runtime there is limited opportunity to build from project foundation to completed work with instructor commentary. Reviewers who want hands-on practice with design software (Adobe Illustrator, Figma, InDesign) will need to combine this class with tool-specific Skillshare courses or other platforms. The theoretical grounding is excellent; the practical scaffolding is minimal.

The five principles taught — symmetry, scale, framing, hierarchy, and grids — are directly applicable to every category of visual design work: editorial layout, brand identity, web interface design, packaging, and presentations. Learners who internalise these principles find them immediately useful when evaluating their own design work and identifying why a composition feels unbalanced or unclear. The concepts are tool-agnostic, meaning the learning applies regardless of which design software a learner uses.

The class covers the full brand identity arc — discovery and strategy, visual identity, logo development, typography and colour selection, and presentation — drawing on Woodard's active practice at Brave the Woods (Disney, Target, Microsoft, Ford). Reviewers highlight the practitioner perspective as what separates it from theory-only courses. Tempered by Skillshare's short-format constraints: concise rather than comprehensive, and advanced learners may find strategic sections surface-level.

Brad Woodard is one of Skillshare's most recognised design instructors, with nearly 100,000 students across his classes (learnopoly.com). Principal designer at Brave the Woods, he has worked with Disney, USPS, Penguin Random House, Uniqlo, Target and Microsoft. Students praise his teaching as 'likeable and engaging,' with a process-first style that makes professional output approachable. He covers material quickly — rewatching sections is often recommended.

Included in a Skillshare Premium subscription (~$14/month), so existing members pay nothing extra. As a standalone justification it is reasonable — one focused class inside a vast library is strong value when you use the rest of the platform, weaker if you subscribe for this title alone. Reviewers with existing subscriptions are uniformly satisfied; those seeking a deep branding programme may need supplementary material.

The class project is a complete brand identity from brief to presentation — a meaningful, portfolio-appropriate deliverable. Woodard's related Skillshare class on colour and texture generated 300+ student submissions, evidencing strong engagement. The limitation is format: a short subscription class cannot replicate the feedback loops of a longer programme, so the project is self-directed rather than coached.

Woodard's background pays off most clearly here. The class teaches the brand identity workflow Brave the Woods actually uses with clients — discovery, strategy, visual identity, and handover — not a simplified academic version. Reviewers of his RetroSupply masterclass describe having 'invaluable' access to 'his process from start to finish.' That practitioner authenticity transfers directly to client and freelance work.