Takeaway lessons from Sean Adams' Masterclass on Identity Design

In this episode I discuss some thoughts following the recent podcast with Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California. I found Sean's approach refreshingly client focused and empathetic. For example, Sean takes clients on the design journey and explains what he is doing and why. This collaborative approach, and avoiding a big reveal at the end of the process, is more likely to result in an identity that the client finds acceptable.I think if the designer can also talk about the IP dimension they would be the ideal adviser to clients. While the word ‘design’ is commonly associated with graphic designers, in truth it includes anyone who advises on business structure. They can help plan how a business should work in all respects, not just visually.Given that visual identity needs to be permanent I’m often baffled that designers radically change the visual identity of established businesses just because the business’ strategy changes.Surely tweaks to the identity is all that's needed, unless there is something radically transformed about the business. It’s vital to leave the identifying elements so you don’t disturb memory structures.This episode tackles:

• Importance of taking clients on the design journey
• What makes a good logo?
• When is it the right time to radically change a visual identity?
• Drawbacks of changing your identity
• Measuring brand equity to make identity design decisions

www.seanadams.designResources mentioned on the podcastThe Designer’s Dictionary of Color 

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