Week 1: Planning, Strategy and Management | Philosophies, Roles and Approach
Graphic design uses visual compositions to solve problems and communicate ideas through typography, imagery, color and form. There’s no one way to do that, and that’s why there are several types of graphic design, each with their own area of specialization. Though they often overlap, each type of graphic design requires specific set of skills and design techniques. Many designers specialize in a single type; others focus on a set of related, similar types. But because the industry is constantly changing, designers must be adaptable and lifelong learners so they can change or add specializations throughout their careers. After researching more into the topic, I would like to share the eight different types of graphic design.
Type 1: Visual identity: the visual elements of brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and color. A brand is a relationship between a business or organization and its audience. A brand identity is how the organization communicates its personality, tone and essence, as well as memories, emotions and experiences. Designers that specialize in visual identity graphic design collaborate with brand stakeholders to create assets like logos, typography, color palettes and image libraries that represent a brand’s personality. In addition to the standard business cards and corporate stationary, designers often develop a set of visual brand guidelines that describe best practices and provide examples of visual branding applied across various media. These guidelines help to ensure brand consistency throughout future applications. Visual identity graphic designers must possess a general knowledge of all types of graphic design in order to create design elements that are suitable across all visual media.
Type 2: Marketing and Advertising: Marketing designers work with company owners, directors, managers or marketing professionals to create assets for marketing strategies and campaigns. They might work alone or as part of an in-house or creative team. Designers can specialize in a specific type of media or create a broad assortment of collateral for print, digital, and beyond. While traditionally print-centered, this type of design has grown to include more digital assets, especially for use in content marketing and digital advertising. Marketing designers need excellent communication, problem-solving and time management skills. In addition to being proficient in several graphic design, layout and presentation apps, they must also be familiar with production for print and online environments.
Type 3: User Interface: A user interface is how a user interacts with a device or application. UI design is the process of designing interfaces to make them easy to use and provide a user-friendly experience. It includes all the things a user interacts with (the screen, keyboard and mouse) but in the context of graphic design, UI design focuses on the user’s visual experience and the design of on-screen graphic elements like buttons, menus, micro-interactions, and more. It’s a UI designer’s job to balance aesthetic appeal with technical functionality. UI designers specialize in desktop apps, mobile apps, web apps and games.
Type 4: Publication: Publication design is a classic type of design, such as, books, newspapers, magazines and catalogs. However, there’s recently been a significant rise in digital publishing. Graphic designers that specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics and illustrations. In addition to graphic design expertise, they need to understand color management, printing and digital publishing.
Type 5: Packaging: Packaging designers create concepts, develop mockups and create the print-ready files for a product. This requires expert knowledge of print processes and a keen understanding of industrial design and manufacturing. Because packaging design touches so many disciplines, it’s not uncommon for designers to find themselves creating other assets for a product such as photography, illustrations and visual identity.
Type 6: Motion: This can include animation, audio, typography, imagery, video and other effects that are used in online media, television and film. The medium’s popularity has skyrocketed in recent years as technology improved and video content became king. Motion graphics is one of the newest types of design and can be found across all digital platforms, which has created all sorts of new areas and opportunities.
Type 7: Environmental: Environmental graphic design visually connects people to places to improve their overall experience by making spaces more memorable, interesting, informative or easier to navigate. Some examples include signage, museum exhibitions, and office branding. It merges graphic, architectural, interior, landscape and industrial design. Designers collaborate with people in any number of these fields to plan and implement their designs.
Type 8: Art & Illustration for graphic design: While designers create compositions to communicate and solve problems, graphic artists and illustrators create original artwork. Their art takes several forms, from fine art to decoration to storytelling illustrations. Graphic artists use any combination of media and techniques to create their work as they collaborate with writers, editors, managers, marketers and art directors across all graphic design types.
(source: https://99designs.com/blog/tips/types-of-graphic-design/)
Lecture Part I – Practitioner Case Studies
What do you think are the essential logistical and practical requirements to set up a design studio / business?
To set-up a design studio/business you need to be in at least a strategic location close to your clients and close to the business center or hub as you will be working and collaborating with other vendors and suppliers to deliver. In terms of practicality, my partner and I decided to choose a small office next to our residential flats which were in a business area. It was easier for us to commute to work and go to office whenever required and if needed, such as early morning or very late at night. In addition to that, the office should have a big meeting room to accommodate client meetings, suppliers, vendors, partners, etc. Hiring an accountant/administrative assistant was crucial so that finances do not fall apart, and expenses are consolidated.
Tell us about your first studio space: How did you find your first studio?
The first studio space which I opened a few years ago was a rented office in the second largest city in Bahrain, called Muharraq. It had low rental and was booked for around the first 6 months. In terms of location, it was located far away from the business hub and the current clients. So, there was more time to commute and plan things ahead of time. The space was very basic and included two offices only. After the first year, we decided to upgrade and rent a small office in one of the business areas in a business center building where you rent an office in a floor but with shared resources of a meeting or board room, printers, etc. It was mainly done for start-up companies like ours.
What is the one piece of advice you can offer about running a successful studio?
According to my experience, one important piece of advice about running a successful studio is synergy between the team members. Organization, collaboration, partnering, agreeing on next steps, planning is all part of being synchronized as a team and one force. Every member should be on the same page with the same aim in mind.
Lecture Part II – Interview with Gem Barton
This interview discussed topics about design ethos, positioning, and defined audience.
As a designer, personal branding is essential on many levels. Before deciding on anything, there must be some research considered to understand what the requirements of the market are and what are the types of audience. Also, how would you define yourself based on having previous business relationships with clients. Once that is done, then you need to establish your online presence by having your professional accounts developed like on LinkedIn and Behance. Lastly, you can create your digital presence and style via e-business cards, portfolio and resume.
Branding goes so much deeper than the outward appearance, in fact, it goes right down to the way you use words. Think of it like when you meet someone for the first time, you get to know much more about them by the way they speak. So, for any copy that you use, whether it be a status update, Tweet, copy on your website, or conversations with clients, try to maintain a specific tone. You can establish a tone through your designs as well. Building a brand that perfectly captures you and your work is not always the easiest thing to do, it can take a lot of introspection, planning, and time. But, if done right, an effective personal brand can be the perfect complement to your skills and emerging professionally.
Computer Arts (2016) How to Launch and Run a Design Studio
This online interview discussed several important facts on how to run a design studio. The first important factor is that designers are not business minded and most of them do not have any background on how to be entrepreneurs or run a business. In my experience, my partner was business educated and was pursuing his MBA and used to work with me in my previous agency in the Client Servicing department handling the marketing campaigns. He used to handle all the business stuff regarding our startup as I was busy in long hours of design and production. However, due to the experience, I learned about the business aspect of running a start-up, marketing, budgeting, dealing with clients face to face, etc. As an employee, you take your time to focus on your designs. But handling a startup, you realize there are many sets of responsibilities to think of and organizing time with your partners. An a new way of working is defined.
Week 1: Workshop Challenge
Business Foundations
About Paragraph – Elevator Pitch
Omar believes in ‘Time’. The fact you allotted a couple of minutes to understand what he does and how he can add value makes me responsible for your time. He never work in a silo but partner with his customers to understand the needs of the audience.
His ardent belief is buying the audience time to engage with the brand through strategic research, analysis and execution.
Omar prides his achievements of over 13 years’ experience – from strategic to executional levels. A rich heritage with a career spanning across sectors like banking, automotive, telecom and retail. His creative is never an interruption but a part of what the consumer wants to be and spend time with.
Apprehensions are usual for young individuals who startup their own agency, he had his own. However, after extensive research and careful planning. He opened his agency. This was a paradigm shift in his career from just being a creative to viewing the full operation from a bird’s eye view. This move required him to wear multiple hats of a manager, mentor, guide, creative strategic and executive. Moments he will always cherish forever since setting up an agency was a feather to his hat.
University of Falmouth’s Master’s Degree in Art and Graphic Design added a structure to his vast experience and cemented his position in gaining a better understanding of real-life business situations. Now, he takes up new challenges to push his boundaries with informed decisions to gain improvised experiences.
He is working as a Sr. Graphic Designer for a top automotive dealership handling global brands in the Kingdom of Bahrain. His skills range from digital graphics, 3D graphics and animations. He has a sound understanding all creative do not adapt well in all mediums and adapt the master creative to relevant mediums conventional and digital.
Thank you for your time and would like to reaffirm working with Omar will be a game changer.
Omar Mal
June 4, 2020
Omar Mal 