The Complete Graphic Designer

The Complete Graphic Designer

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Creating a successful branding campaign is both a

complex task and a big undertaking for any designer.

Because brands must utilize consistent messaging

throughout their campaign to build trust with the

target audience, it is the designer’s responsibility to

thoroughly explore and consider every element of a

brand and its application before implementing any de-

sign decisions. Before getting down to work, it is always

best to make a list of all the components that need to

be developed and a detailed strategy for each. This time

invested early on will save the designer frustration and

angst by helping to avoid redesigns down the line.

The Logo: an Entry Point of a Brand

The brand logo is the entry point for a customer’s ex-

perience with a product or service. These marks quick-

ly defi ne and distinguish a product or a company: who

or what it is, what it does, and its unique qualities.

Depending on the audience’s past brand experience,

the logo connects with them on subconscious and

emotional levels, evoking good or bad connotations.

Repeated exposure to the logo builds recognition and

memorability with the viewer.

Brand

Components

Brands must work across multiple

languages. In the Middle East,

where both English and Arabic are

used for communication, these two

brands are used interchangeably.

These marks seem reversed to

English speaking audiences, but

this is because Arabic is read from

right to left.

Design: Paragon Marketing

& Communication

Both Russell Athletic and Mueller’s

are memorable brand marks that

customers identify with. Simplicity

of execution allows for immedi-

ate recognition and recall of past

brand experiences.

Design: Wallace Church

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Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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Branding

Elias & Grace is a modern, upscale maternity

clothes store. Subtle typography and muted

colors are used for the brand’s identity, while the

ampersand is suggestive of a mother carrying

a child. Shopping bags are designed so that the

ampersand also becomes a unifying element

“tying” the whole piece together. Hangtags are

punched so that they may also function as busi-

ness cards for the store.

Design: Aloof Design

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TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p144-192_Text file_.indd 161CGD p144-192_Text file_.indd 161 1/20/09 3:24:23 PM1/20/09 3:24:23 PM