Before You Design A Logo Do This One Thing

How can you understand your client's sense of design style? What questions can you ask them? Are there any exercises to help you get on the same page?

In this episode, we bring back a clip from our Adobe Max interview with design legend, Paula Scher as she shares what she has learned in her years of experience.

Who is Paula Scher?

See the full interview with Paula from Adobe Max 2019 here:

Our Adobe Max Interview Playlist:

#PaulaScher #Pentagram #AdobeMax2019

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Host– Chris Do
Cinematography– Ricky Lucas, Jona Garcia, Stewart Schuster, Jayden Nguyen
Live Editor– Jona Garcia
Editor– Mark Contreras
Social Team: Elle Money, Alex Burlui
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic
Futur theme song— Adam Sanborne

[SteHanBotha]

Thanks so much for this thefutur, Chris and Paula! Here's my takeaway:
1. Show them Examples (Ask: Like? and Dislike? and mark with 2 different colored sticky notes)
2. Modern? or Traditional? (or somewhere in between? maybe use a sliding scale to gauge this)
3. Talk about their competitors (How do they want to be the same? or different? listen carefully)
4. Pretend you're a personal shopper and you wanna get them something new (but in their taste)

[ptgames]

The Futur is always coming out with mind-blowing content!

[ericsmith]

You can tell a true master by how much knowledge you gain from listening to them just for a few minutes. Gold.

[ginnerzapata]

Just what I needed. Lately, I fell in this state where I was feeling kind of "superior" and was trying to impose my taste on my clients (and ended actually losing them). Thanks futur team.

[germainemedia]

I love this so much. You can tell an expert by the way they're able to simplify things

[viajandoconlala]

So experienced that she has a sharp knife to just go straight to the point... Thanks, guys for this gem!

[adrianferrette]

I'll always hop at the opportunity to gain insight from Paula.

Much thanks for the content! 🙏🏽

[MrJoystickid]

Think this is the best design advice I've ever heard.

[bbbbrendaaaaa]

Back in 2018 I was working as a volunteer at AGI congress and I went to the bathroom, just as I was about to enter the room, I heard her voice 😳😳😳 I just froze. I think I turned back around, never got the chance to meet her. I really really admire her

[aniketpal]

I really like, how you guys have introduced her "public" design in those texts

[petervl]

Another gem! Thank you. I have an appointment scheduled with a potential new client next week and this is just what I needed.

[fredmand]

Excellent piece! Best interview i have listened to in a while

[brotherpantichrist]

Pure wisdom, learned so much in these five minutes, thanks again!

[aric]

What an absolutely brilliant explanation.

[kuvvatashyrov]

Best content I ever seen. Thank you Futur & Chris Do!

[oyinsantolulope]

I feel every creatives needs to understand business like a gig. What ever the client specs for creatives relating it to the impact on the business . Treat the situation like a "dating therapy" . The truth is they know what they need but there's not clear view point on how to get there . Keep peeling the onion shell (questions) till it surface out. And your excuse for doing that is " if I don't understand the deepest problem and feel it like am in your shoes . I can't maximize the value of input I'll be bringing to the table" . Thanks

[afnan-here]

Paula And Sagi Are my inspirations <3
Both R Legend .

[agoodmansaid]

I saw the thumbnail and I was like "whoa! This is that legendary pentagram lady!"

[dottiemathews]

when i design for my clients i get to know them by seeing what personality they have and connect that with their company or organization they represent. then, i come up with the design and show it to them, then, they can add or take way whatever they want in the logo.

[topeadebayo]

this was really important, so much value