Beyond Graphic Design
Tuesday, June 05, 2007
I don’t think we’ve used the term “graphic designer” or described our services as “graphic” design for years. While we recognize that the term graphic designer is probably better understood globally, particularly outside the industry, the term no longer accurately conveys what we do (if indeed it truly ever did). Specifically, there’s a strategic marketing component involved in our work that is not captured by “graphic designer”…it some how simplifies it too much…it makes it sound like we are simply laying things out so they are graphically pleasing (which we are to a degree), but it does not take into consideration the strategy and influence we are trying to achieve…for a very real business purpose. We feel that “graphic designer” is an antiquated term that doesn’t do justice to the strategic branding, corporate identity, multimedia, and communications expertise we offer our clients. It’s time to find another term and “Communication Design” is a great option to consider…though it may still require a bit of an explanation to clients, it is a discussion that allows us to more openly talk about the depth of communication design, rather than assuming the surface depth of “graphic” design..
Whatever term we decide on, it is the education of clients and other industries as to what we actually do that will result in the biggest mind shift of all.
