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Paula Scher on designing identities

What is the attraction of designing identities for you?
“Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?”

What mistakes or ‘traps’ should a young designer avoid when working on an identity system?
“Understand what the client does. Understand the audience. Be able to explain why you designed something a certain way and be prepare to inspire your client to a level beyond their expectations.”

Quoted from designboom’s interview with Paula Scher.

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