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.