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Graphic Designers - a forgotten species?Kerry Thompson of Benchmark Communications (organisers of Design North East) examines the expertise of graphic designers in creating the right branding for a growing company. The increase in desktop publishing packages has nearly made the graphic designer extinct. The purpose of graphic design is essentially that of communication. Everything graphic designers do, from business cards to huge multimedia exhibitions, has one overriding objective: to convey information to the recipient. Many small businesses at present are using in-house desktop publishing packages to create their artwork, seeing graphic designers as an expensive luxury. However, remembering the old saying "first impressions count", putting your corporate image in the hands of over enthusiastic IT staff may not be the best way forward. It would be like getting a child to paint the Cistene Chapel. However, many companies see graphic designers as an expensive luxury. Design is a major tool that companies can utilise to increase their competitive edge. If the corporate image is of a high standard in comparison with competitors, the perception the potential client will have of the business will be that much greater.
An example of one business, which has seen how the introduction of graphic design impacts their work is Red Plum Communications. Sam Hook, the Managing Director, recently commissioned Jerome Iveson Design to produce the corporate image for her company. Red Plum is a new Communications and PR company, which is already proving a major force within the marketplace. The company is building up a strong customer base and recently collected the Best PR Campaign 2000 by the Institute of Public Relations for outstanding work in the region. Choosing a logo for the company was of paramount importance even before the company had been launched. As Sam says, "The logo and image of the company is a vital part of the PR effort for any company. When I was in the process of launching my business, I did consider designing a logo myself, but I soon realised I had neither the time nor the expertise. Also, I realised that the end result was not the image I wanted to portray to my customers. Graphic design is not a luxury for a small business, it is an essential business cost. Working with Jerome Iveson Design was ideal, we built up an excellent working relationship, where his fresh approach constantly surprised me with his excellent design work, exceeding all expectations." The creation of a graphical identity or logo to represent a business is a complicated and challenging task. In today's competitive marketplace it is essential to have an eye-catching and visually communicative corporate image. The image needs to be adaptable to all kinds of mediums and formats, from letterheads to web site design. An effective logo needs to be inimitable, individual, and unforgettable; it must also be relevant to the organisation or idea it represents. Using shape, colour and/or typography the design must summarize a concept and convey a message. That's an awful lot for one little picture to do - and its almost impossible for someone with no experience of design. Although companies often assume that the cost of graphic design is all profit, very few graphic designers become millionaires. The cost is generally on a lower scale to create a long term relationship with the client, barely covering overheads. In general, the cost of graphic design is one-off. Once the initial design work is complete, it is rare to redesign the image. However, if the business expands or the target market changes the designer can refresh the image - keeping in line with the original theme for continuity purposes. A graphic designer can become an important external member of your company. A designer with a good working knowledge of your company aims and objectives can provide inspiration and a personalised approach to your design. Jerome Iveson Design, who worked alongside Red Plum Communications, values the relationship you can build with your clients as a SME. "Many companies underestimate the importance of a strong corporate identity. As graphic designers, we develop an image for a client; we work with them to help discover their identity. Many organisations have an idea as to what they want their image to portray; we just use our expertise to develop that. Sam roughly knew what she wanted to express, it was just a case of refining those thoughts into a flexible working solution." The graphic designer is an essential strategic business tool and it is important that we ensure the species does not become extinct.
A Graphic Opportunity This year's Design North East event is directly related to encouraging
SMEs to consider the use of a Graphic Designer for their corporate image.
A series of case studies will illustrate a graphic designer identifying
what a particular SME can do to improve their corporate image and branding.
The two companies are set to work together from the briefing stage, through
to the presentation of images and design. The case study presented will
include; the reasoning behind the design; the effect the designer was
looking for; the customer's viewpoint and the final result as to whether
or not the business feel the use of design has helped to achieve their
objective. Due to the fact that the event is geared up to be relevant to current design issues, the popularity of the event continues to grow year on year. This year's event is set to take place on October 30th at Central Square in Newcastle. Many designers use the opportunity the event provides to network with potential clients, through demonstrating their portfolio of work. For further information relating to this years DNE 2001 event, please contact Kerry Thompson or Sue Reay on 0191 241 4523. Quote"Design should be at the heart of a business - integrated throughout the business process, and part of a company's strategy - rather than retrofitted onto the roof. Parachuting designers in at the last minute won't of itself save anyone."
A Graphic EducationSome of the best graphic design courses in the UK are actually here in the North East, with the reputation of the area, growing year on year. The programmes offered range from foundation levels to Doctorates in Design, with many courses offering industrial links. For further information, please contact any of the Further Education facilities below:
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