Now, Gardner is taking that expertise to a new level by teaching a course on symbolism within logos through Lynda.com, which offers online education videos to teach business, software and creative skills.
“It’s kind of a new role for me, this teaching thing,” says Gardner, who previously only shared what he knows with employees.
Gardner says it’s a good feeling to have others want to hear what he has to say.
“It’s nice to have that degree of relevance.”
His video came about through a contact he made while doing one of his LogoLounge books. Gardner says that person wanted him to do a Lynda video but had to have him do test videos first “to make sure that everybody else there thinks you’re as charming.”
“You really have to play this in such a way as you’re affable, informative … approachable … authoritative,” Gardner says. “You can’t come across as condescending.”
Another challenge, he says, is that he is “talking to people at all experience levels.”
Gardner says that in his video, he discusses how logos have to quickly convey information to users.
For instance, he explains why a designer might use a particular shape, what it means and “what essence you convey to people.”
Gardner says the video has been a success.
“It’s one of their most-viewed videos they’ve produced,” he says.
“The greater the viewership, the better I do. It’s kind of like selling books.”
With books, Gardner says, he may occasionally bump into people who have read one and say they like it.
With this video, he says, the comments are instantaneous online, and they’ve been nothing but positive.
For instance, last week, one person wrote – with three exclamation points no less – about what a great introductory course it is and that he recommends it.
Gardner “was fantastic and so easy to follow. … His passion for the subject shines through.”
“This is so gratifying,” Gardner says. “It kind of makes you feel good.”