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Portland-based freelance designer Aaron Draplin runs a one-man design shop called Draplin Design Co. He’s known for his no-nonsense, straightforward approach towards design and has worked for clients like Nike, New York Times, Wired, Obama Administration, Old Spice and ESPN to name a few. When online education company Lynda.com challenged him to create a logo for a fictional construction company and take viewers through the design process, Aaron nailed it and came up with probably the best logo design tutorial you’ve seen in recent times. Watch as he shares his process, tips, methodology and lots more in this must-see video for design students, professionals and clients.

P.S. Dear clients, just in case you’re wondering, this video DOESN’T imply that the logo design process takes 15-minutes. It’s a short nifty tutorial from a design veteran and is meant for educational/inspirational purposes ONLY.