What Value is Image?

 A question that Sue Reay of Benchmark Communications, organisers of Design North East, put to two different graphic design companies. Blue River Design based in North Tyneside with ten years business experience behind them, and Sumo who have recently set up in Newcastle.

Why does a company need graphic designers?

"For brand identity", replied Simon Douglas, Director of Blue River Design.

"That is the starting point we use when talking to clients. We analyse closely what they do; what their target market is; how they want to project themselves and who their competitors are. We essentially ask them how they see themselves, and more importantly, research how others perceive them. At this stage market research on what image is really being projected can truly help the design process. Although the image of a company is of paramount importance many companies often do not give it the value it deserves. Image should be viewed as one of a company’s key strategic resources - an essential weapon in modern business".

A recent example for Blue River is the re-branding of the Institution of Water Officers (IWO). For over 55 years, this organisation has represented the needs of the water industry. However, the enormous changes in the water sector in the last decade have forced the IWO to look at its identity. With the assistance of Blue River, a new brand identity has been created, which repositions the organisation positively in a modern vibrant industry.

"It was crucial the image of the IWO was correct and the design had to be able to be communicated consistently and coherently across a full range of mediums: print, exhibition and web. We are confident we are now achieving this goal," says Bill Smith, Marketing Manager, IWO.

"At Blue River it is believed that quality design can be one of the best investments a company can make. By working together with a talented and experienced designer a company is guaranteed to get real value for money", added Simon.

One crucial factor for consideration for a company in the process of creating their brand image is how they are going to use it. The two forms: printed and digital call for an understanding of the processes involved to ensure that the image works equally as well in either format and the company get the best value for their investment.

"Helping the client understand the principles of design is essential for a long lasting and productive working relationship. This is the ethos at Blue River", continued Simon.

So what changes has the company seen in the last decade.

"The need for good quality design has not changed, however with technological advances the delivery of that design has", concluded Simon.

The business has come a long way since it was set up in 1989 at Project North East’s Newcastle Youth Enterprise Centre, then in Low Friar Street. Blue River is currently expanding their team of eight and are on the verge of a move to larger premises.

With new technology and a new environment, the Youth Enterprise Centre in Pink Lane now offers additional support for Sumo, a new start-up graphic design business.

"Technology is a key element to my business", says Jim Richardson, Director of Sumo, "both for the creation and delivery of my work, and the fast internet service offered here makes a big difference".

Already Jim has won several contracts against stiff competition, including the "E-Generation" project by Newcastle City Council, for final year university students who are considering setting up business. Jim designed the identity and all promotional material, both for printed and digital use.

I asked Jim what the split was between clients wanting design work for a printed format to a digital format. He replied:

"I’ve find that about 30% want print as against 70% for web sites, but frequently it is a combination of both. Whenever I approach a new client the personality of the person, company or project is key. You need to capture the essence or flavour and use design to express this. For the E-Generation project, youth was the predominate factor and the colour green was used to portray freshness, youth and vibrancy which the Council wanted to get across. Both printed and digital formats were used to convey the message to this very digitally minded market".

Both Simon and Jim studied graphic design at Newcastle College, albeit 10 years apart. Simon has ten years of business experience behind him while Jim has that challenge ahead but both agree that good quality design is the key to success whatever the changing technology.

For further information about these companies, call Simon Douglas at Blue River Design , Tel 0191 258 2899 or check the web site: www.blueriver.co.uk

and Jim Richardson at Sumo Tel: 0191 261 9894; web site: www.sumodesign.co.uk

An Historical Masterpiece of Graphic Design

Graphics has been around since man first made his mark to communicate. But perhaps the North East’s greatest contribution has been the Lindisfarne Gospels, recently returned to the region. The Monks toiled away for many years to create these great tomes what would now be created in days by modern technology. Through technology graphic design has been transformed into a scientific art form. The Gospels are perhaps one of the best examples of communicating a message through text and graphics. Today graphic design is still communicating a message whether through printed literature or a web site using colour, words and shapes.

Career Steps for Graphic Designers

The North East is recognised as a rich source for good design talent. Statistics show that we are above the national average. This can be contributed to the quality of the courses available in our colleges and universities who feed graduates into established design companies or encourage them to set up in business.

There are established A level and GNVQ courses for Art and Design, and Design and Technology at many colleges. The following are full time graphic design courses available in the region:

• OND and HND in Graphic Design, (2 years each)
  Newcastle College
  Course Leader: Barry Dipper,
  Tel 0191 200 4220
• BTEC/NAT. Dip in Graphic Design, (2 years)
• HND Graphic Design, (2 years)
  Hartlepool College of Art & Design
  Course Leader: Doug Featherstone, Tel
• BA Hons in Graphic Design, (3 year)
  University of Northumbria
  Course Leader: Steve Burdett
  Tel 0191 227 3370
• BA Hons in Illustration and Design , (3 years)
  University of Sunderland Course Leader: Ingrid Fairfax,
  Tel 0191 515 3593
• BA Hons in Graphic Design, (3 years)
  University of Teesside
  Course Leader: Alison Johnson,
  Tel 01642 342 375

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This document is reproduced with he kind permission of The Journal and Benchmark Communications.