The Most Important Thing To Know

Herbert and Irene Bayer, 1928

I love when someone stops me on the street or at a conference and tells me he or she watches my History of Graphic Design course on Lynda.com. I especially enjoy hearing that it is used in classrooms. How can anyone be a great designer in a vacuum? If I were trying to be the best writer I'd read Dickens, Twain, and Kerouac. How could not knowing about the Arts and Crafts movement, American Post-War Modernism, or Paul Rand be helpful. After the history course launched, we saw the need for deep dives into some of the subjects. Today the Foundations of Graphic Design History: The Bauhaus was released. 

You may be asking, why should I care about a college in Germany in the 1920s? What does that have to do with me? And I would tell you, the Bauhaus was the flashpoint of the beginning of what we consider modern design today. Its revolutionary concepts radically changed how we design, what we consider to be valuable aesthetically, and what the public expects from all the design fields.

The world then sounds eerily like our own, albeit it was Germany in the teens: The world has been fighting a war on many fronts for years, the economy faced its worst recession in decades, all creative fields and the way we do business changed with radical new technologies, and a charged political ideaology was beginning.

The Bauhaus was founded as a reaction to these issues. How they responded and the challenges the students and faculty faced changed all of 20th century design. There is very little in our life that isn’t influenced by its philosophy of form following function, simplicity, truth in materials, and quality. The idea that design can make life better for others is an idea from the Bauhaus.

On the selfish side, I was excited to be able to dig into this period again. Of course, in addition to the importance of theory, artifacts, technology, and economics, there were many personal stories. And how can you go wrong with avant-garde designers sunbathing nude, making new things, and shocking the local population. How can something be dull if Nazis are marching in and arresting these designers? Unfortunately, my choice of title, "Sex, Art, and Nazis," was changed to a more precise title. 

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/Lynda.com 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.

Why Design

How many times have I, as a designer, tried to explain what I do and why it has value? When meeting with my accountant or having dinner with civilian friends, "Are you still doing that art thing?" The other side is people asking me if they should use the $100 logo service or their neighbor's kid who knows Photoshop. And finally, designers telling me they can't impress upon a potential client why that logo is worth more than $100. So I wrote a new course on Lynda/LinkedIn, The Value of Professional Graphic Design, aimed at the people who hire graphic designers, and the second section, to designers.

Also, I'm not as fat as I look in the course. I had a "nipplage" or nipple showing shirt that didn't pass muster, so I was asked to wear another shirt under it.

If you need to hire a designer, watch it. If you need to articulate your value as a designer, watch it now. I worked hard to keep it direct, clear, and free of meaningless marketese language. Here's the blurb via Lynda.com:

There are no shortcuts for professional graphic design. Whether it's a logo, business card, or website, bad design drives away business. But clients often wonder if finding and hiring a professional is worth the effort. Meanwhile, designers struggle to articulate their value to clients who are tempted to DIY.

Sean Adams champions design internationally on behalf of his work with AIGA. Here he breaks down the walls between designers and clients so they can have a more collaborative and successful experience. There are whys and hows, dos and don'ts, and simple strategies for finding good partnerships, cooperating on designs, and negotiating fees, from both sides of the table. Plus, learn ways to gauge the return on investment and provide proof the design is working.

Topics include:

  • Why hire a graphic designer?

  • How do you find a graphic designer?

  • How much do graphic design projects cost?

  • How much should graphic designers charge?

  • What are a graphic designer's responsibilities?

  • How can a graphic designer prove a design is successful?

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/Lynda.com 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.

Random Images with No Reason

You need to be careful what you wish for. Last year, I thought, "Gee, I haven't written a book in awhile. That would be fun." Within a week, two editors called me and asked me to write a book. I wrote the proposals and designed some spreads and the projects went off to publishing world. After a couple of months after not hearing anything back, I figured they were gone. Last month they both came back with the thumbs up. 

So now, in addition to my next LinkedIn/Lynda.com course, I'm working on two books. They all require examples of design, art, architecture, and products. I spend more time than I should researching imagery and looking for examples. 

Along the way, I find the most wonderful images that are entirely not relevant to the courses or books. I collect them and add them to the photo library and admire them. These, then, are some of my recent finds that have absolutely no reason to be.

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/Lynda.com 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.

Promoting Self Promotion

Last week, Lynda/LinkedIn.com released my course, Running a Design Business, Self Promotion. I had a great time writing this course. After 25+ years in the field being called a media whore, it was nice to lay some of the tips on the table, and pass the knowledge on to others. How to get published, how to build your brand, what to avoid, and when to reinvent are some of the topics. 

Rather than turning to other designers for examples of self promotion work, I created a new one. I wanted the viewer to have a sense of how one brand is created, managed, and disseminated throughout a career. Susanna Walker became my new designer. I have several Susanna Walker's in my families history, but they were typically nicknamed Sukey. I considered creating a new firm, Cutsie Pie Dezigns, with a "z", or Flbberty Gibbet Design, but there were too many letters. 

Susanna needed work to populate her website and printed matter, so I designed a body of work. Then I played it out over her career, from youthful exuberance to mature confidence. I ended up liking Susanna Walker. I may hire her to do some work for me. Or I may start the firm, Cutsie Pie Dezigns and create heinous work, then see what happens. Could I promote a firm that traffics in work for Precious Moments figurines?

What not to do.

What not to do.

Precious Moments, if you didn't know.


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/Lynda.com 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.