Graphic Design: Print Design
Graphic design is the process of visual communication and problem solving through the use of typography, photography and illustration. The essence of graphic design is to give order to information, form to ideas, and expression and feeling to artifacts that document the human experience.
Graphic designers create and combine symbols, images and text to form visual representations of items and messages that represent or portray certain attitudes, moods, or feelings in order to steer the viewer’s attention in a particular manner or direction that best represents what is wanted to be conveyed by way of page layout techniques in visual compositions.
Corporate Identity
Combination of color schemes, designs, words, etcetera, that a business defines and employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how the business views itself, how it wishes to be viewed by others, and how others recognize and remember it. Unlike corporate image (which is ‘in there’ changeable mental impression), corporate identity is ‘out there’ sensory-experience conveyed by things such as buildings, décor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial performance and ups and downs in its fortunes. Corporate-identity is either strong or weak (not positive, negative, or neutral like a corporate image) and is more or less permanent unless changed deliberately.
A corporate identity or corporate image is the manner in which a corporation, firm or business presents themselves to the public (such as customers and investors as well as employees).
Corporate identity is a primary goal of the corporate communications, for the purpose to maintain and build the identity to accord with and facilitate the corporate business objectives.
The corporate identity is typically visualized by way of branding and the use of trademarks, but it can also include things like product design, advertising, public relations etc..
In general, this amounts to a corporate title, logo (logotype and/or logogram) and supporting devices commonly assembled within a set of corporate guidelines. These guidelines govern how the identity is applied and usually include approved color palettes, typefaces, page layouts, fonts, and others.
Since every brand has something unique to offer to its customers, it is highly important that a brand must also be different in the visual appeal. This is important because if a brand has the generic appeal it will be difficult to attract the attention of potential customers and for customers to remember the brand. Whereas, a unique visual appeal that is different from other similar products will easily attract attention and will leave a lasting impression on the customers. To create this unique visual appeal each brand must have its unique corporate identity that is clearly different from any other brand in the industry.
Corporate identity is an umbrella term for all the visual materials associated with a brand. Here are some of the most important visual materials included in a corporate identity.
Logo Design
A logo design is perhaps the most important part of a corporate identity. It is a symbol that visually differentiates a brand from its competitors. A logo can be a symbol or a text that is used to identify a brand. A logo design must be unique, but simple so it is memorable, recognizable and versatile. If a logo design is generic, it won’t be easily memorable and recognizable. A logo design must clearly communicate the values of a brand.
Colors & Typography
Designing a logo and selecting a color theme that will represent the brand across different mediums goes parallel. When selecting the color for your corporate identity, it is important to make sure that the selected color represents the value of the brand. It is suggested that you must only select 2 base colors and few shades of base colors for your logo and other corporate identity materials. It is also important for colors to be consistent through all the visual materials in your corporate identity.
Typography is another important visual element that must remain consistent throughout your corporate identity. Common practice is to select a single typeface, it could be custom typeface as well. Use different font weight, font style and font size of the same typeface as required.
Stationary Design
Stationaries include letterheads, business cards, envelopes (no.10 usually) and other office supplies. To create a consistent corporate identity all stationary items must have a uniform design. This means the color scheme and typography that was selected should be the same as you have used on your logo and other corporate identity and visual materials.
Packaging Design
If you have a physical product, it is important to be consistent with your packaging design as well. Like the stationary design, your packaging must be designed in the same color scheme and typography.