Sean Adams - How to Succeed with Identities Without Really Trying

In this episode, Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California tells us to succeed with identities without really trying.Sean Adams is the author of multiple best selling books, including The Designer’s Dictionary of Color.Brand Identity is not a one-size-fits-all solution. It's a toolkit, an approach to solving problems, an equation. It's not a thing that you can just slap onto your business and hope for the best. You have to understand it and use it correctly in order to succeed with brand identities without really trying.If you're just starting out, the process can seem overwhelming at first. Where do you even begin? What kind of logo is best for your business? How do you go about creating an identity that speaks to your customers and attracts new clients?There’s no one right answer, but there are three kinds of identities that you need to understand to start with: word mark, monogram, and symbol. Your branding strategy may use one of these approaches, so it’s good to explore them all and know what they mean.One of the trickiest aspects of branding is building equity over time. If you think about the Apple identity, it has that little bite out of it, which forces you to think a little bit, the more you think, the more it sticks in your head. Design is an important part of branding. You can't just have a nice logo and expect people to buy your product. You have to make it appealing in other ways too, Branding isn't just about beauty and aesthetic, but it should be how we can make it unique. We focus on certain colors because they've become emotionally loaded with meaning for us. How do we get those emotional meanings etched into our brand image?This episode discusses:

• Three kinds of identities
• Building equity with symbols
• Choosing your branding fonts
• Visual attributes
• How to know you have a great designer/ designers sensibilities
• The cultural impact of color choices
• Semiotics
• Current challenges facing designers

www.seanadams.designResources mentioned on the podcastThe Designer’s Dictionary of Color How Design Makes Us ThinkDebbie Millman booksSean Adams' LinkedIn leaning course on branding

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