I filmed an interview yesterday for a documentary. One of the questions posed to me was, "Why is design important in this instance?"  I answered with all the correct statements about value, perception, customer experience, you know the drill. But then I told the nerdy truth. As designers, we love things like a serif that others don't see or care about.

For example, I am a sucker for ampersands. I love the challenge of creating a mark with one, or finding the perfect one for a headline. I once replaced every Garamond ampersand in a book, set entirely in Garamond, with a Sabon ampersand, slightly reduced. Because it was better. Did the final reader notice? I hope not. It should have appeared natural and unobtrusive. 

I love the variety of choices from Duchy that is close to the original et (and) in Latin, to the slight variation on that with Cochin Italic, to the pure symbol of Bauhaus. There are some clear winners in the world of ampersand: the Pistilli Roman, Sabon italic, Sentinel, and recently, Museo versions. But, sometimes it's good to be bad. That's when you invite Behemoth, ITC Tiffany Heavy, and City along. But I have a special place for Doyald Young's Young Baroque. That ampersand is fine.

Sean Adams

Sean Adams is the Chair of the undergraduate and graduate Graphic Design Program at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for LinkedIn Learning/ He is the only two term AIGA national president in AIGA’s 100 year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. He is an AIGA Fellow, and Aspen Design Fellow. He has been recognized by every major competition and publication including; How, Print, Step, Communication Arts, Graphis, AIGA, The Type Directors Club, The British Art Director’s Club, and the Art Director’s Club. Adams has been exhibited often, including a solo exhibition at The San Francisco Museum of Modern Art.

Adams is an author of multiple magazine columns, and several best-selling books. He has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner at AdamsMorioka, whose clients included The Academy of Motion Picture Arts and Sciences, Disney, Mohawk Fine Papers, The Metropolitan Opera, Los Angeles County Museum of Natural History, Richard Meier & Partners, Sundance, and the University of Southern California.