From the course: Logo Development: Identity Design and Discovery

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Finding your blend

Finding your blend

From the course: Logo Development: Identity Design and Discovery

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Finding your blend

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- Now that you recognize the personality dimensions, consider them like the ingredients in a recipe. Sugar and sincerity are both ingredients, but by mixing them together we create that unique blend that really tends to separate us. Even though the example companies we just gave may be dominantly in one of the five personality dimensions, no one is 100%, nor do they really want to be so focused in just one area. As you talk through the essence of personality attributes during client discovery, you might ask them to consider the percentage of each of these that they would attribute to their own company. If we were to look at Apple, I'd probably suggest they're less about sincerity and ruggedness. Certainly there's a high level of competence, but I'd also assign a share of excitement and even a bit of sophistication. I think I'd score them about here. Nike, on the other hand, ranks high on ruggedness, but they also ring in with excitement and a touch of consumer competence. That score…

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