A. Michael Shumate
BFA, RGD Emeritus
Professor Emeritus Graphic Design
Logo Design Theory Evangelist & Trainer
Michael is a designer, a teacher and trainer and the author of “Logo Design Theory: How Branding design Really Works.” He has designed identities in all areas of branding: commercial, government, institutional, product and retail.
He taught graphic design and illustration for twenty-five years at St. Lawrence College and is now Professor Emeritus. He is also RGD Emeritus (Registered Graphic Designers of Ontario).
There are some who say, “Those that can, do, and those who can’t, teach.” That may apply to some teachers. (You can judge for yourself with Michael’s Branding Portfolio below.) But there is also another old saying, “The teacher learns more than the students.”
While teaching Branding Design he had about 900 students over 25 years and had to grade over 2700 branding projects. That helped him discover fundamental principles of identity design, the Core Principles of logo design, that remain true, regardless of current fads or fashions as well as what to avoid in designing a brand.
During that time he also saw that some of the identities by designers like Paul Rand, Saul Bass, and Chermayeff & Geismar that have lasted for decades – some for over a half century – but still look modern and fresh.
Teaching is his passion, to pass on what he’s discovered. He does it with convincing visuals, plain language and a healthy dose of humor.