Alex Dey

by Mínimo.

Alex Dey is one of the Spanish-speaking world’s great motivational pioneers. In his more than thirty years of experience, he has given conferences, training and consultation all around the world on sales, personal motivation and business. He has written several best sellers such as «La Biblia del Vendedor» (The Salesman’s Bible) and «Consíguelo, sí se puede» (Get It, Yes You Can) in which he developed outstanding ideas that can be implemented in both sales and mental processes.

His training programs and content are aimed at businessmen and entrepreneurs, showing the importance of nourishing the mind with positive, realistic and practical information and the link this has with achieving the highest levels of implementation in business and life. Alex Dey has been compiling a whole range of methodologies, techniques and ideas throughout his life that he has implemented himself in a variety of industries, with results in the millions.

For the development of his logo, we took one of Alex Dey’s main ideas as a concept—his own words: «you are what you let happen in your mind.» The things that nurture people’s ideas are what spur them to action.

One of the central theories in all of Alex Dey’s teachings is that the mind has a conscious level, where action takes place, and an unconscious level, the repository of what you think about yourself, what you learn and what you consume in your day-to-day life. It is important to work every day on nourishing your mind with better information, more motivation and better company, so that the unconscious is a support and not an impediment to achieving your goals.

With this premise, we generated a momgram from the letters A and D, placing it in the center of a circle, representing a complete human being, aesthetically and subtly symbolizing the action of knocking on the door to a new life, to a better nourished unconscious and to the possibilities we all have to discover the best version of ourselves.

This symbol is complemented by a clean, elegant and contemporary typography, along with a brand tagline that fully synthesizes the core ideas of Alex Dey’s teaching philosophy: «Eres lo que piensas» (you are what you think).

For the rest of the graphic applications, we developed a contemporary photographic style, presenting him in an experienced and mature phase of life, using dynamic textures to nourish the different aspects of his identity with meaning. We chose a pleasingly elegant and classic colorimetry for the redesigning of his website, his best-selling books, his merch and a whole new style of communication for social media.

This new look in his brand persona has brought one of the most successful Spanish-speaking mentors into the digital age. It has also helped him connect with younger audiences, with new communication formats and a design code adapted to the present day.