Design
SATURDAY
05.08.2010

What is Graphic Design and Brand Identiy?

by / kihada Share this post /

Graphic Design is a collaborative process between a client, a designer, and producers of form to convey a specific message to a targeted audience. The term graphic design can refer to a number of artistic and professional disciplines that focus on visual communication and presentation. The field is also often referred to as Visual Communication or Communication Design. Various methods are used to create and combine words, symbols, and images to create a visual representation of ideas and messages.
graphic design  

1991 interview with legendary graphic designer Paul Rand, creator of logos for IBM, ABC-TV, Westinghouse, UPS and hundreds more.


Interview with graphic designer, Paul Rand

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A graphic designer may use typography, visual arts and page layout techniques to produce the final result. Graphic design often refers to both the process (designing) by which the communication is created and the products (designs) which are generated. 

Interview with graphic designer, Paul Rand 2

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Common uses of graphic design include identity (logos and branding), web sites, publications (magazines, newspapers, and books), advertisements and product packaging. For example, a product package might include a logo or other artwork, organized text and pure design elements such as shapes and color which unify the piece. Composition is one of the most important features of graphic design, especially when using pre-existing materials or diverse elements. 

What is Graphic Design?

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A brand is the personality of a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, Investors etc . Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

 


Brand Identity Special: C&G Partners on CBS Sunday Morning show

 

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People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation.

 


Lamborghini Executive on the Importance of Brand Identity

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Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price – they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an ‘accounting cost’ but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable.

 


How Apple Really Does Make You “Think Different”

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A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney’s “signature” logo), which it used in the logo for go.com.

 


Making Of Think Different

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Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. 

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