Graphic design is a business tool. That’s why Articulated Brands® defines beauty a little bit differently. Tighter creative briefs and an experienced, sophisticated aesthetic provide you the perfect combination of form and function. Logos that make their mark. Websites that keep them clicking. Genuine business problem-solving graphic design. It’s a beautiful thing!
Incredibly valuable. Having now helped me better define and articulate the core messages in three different organizations, I can honestly say nobody brings as much business development / creative communications value to your table as Silverman & Articulated Brands®.
-Adam Nelson, Vice President & General Manager of Operations, Umbra Cuscinetti
“Name dropping is tacky,”
I whispered to moses.
FAQ
Graphic design is art with a commercial intent, with specific objectives to entice, engage and inform the buying public. Graphic design is the organization, simplification and presentation of information and ideas in a visual manner that is effective, encapsulating, connective and distinctive.
No, not all graphic designers work as website designers and not all graphic designers are logo or brand identity designers. Package design and presentation design are two more specialty areas that often require years of experience. The need for user-friendly, mobile-friendly website design has created yet two more niche specialties: UX, user experience, and UI, user interface, design.
Brand design includes the conceptualization, development and execution of your fundamental elements of your brand identity. Brand design also pertains to how well these pieces communicate your distinct brand promise to your various audiences; your logo, business cards and stationery package, website look/feel, signage, and other key art all constitute key elements of brand design.
Creating good design is a process that begins with stating the problem (the objectives) cleanly. Drawing upon experience, target empathy and insight, he or she will challenge the answers in your brief so as to guide you toward a tighter definition of what you need. Equipped with relevant information, direction, and inspiration, a designer’s process must also allow them time to immerse deeply into the project and the freedom to explore multiple paths. Typically, initial designs are developed and presented to solicit client or creative director feedback, with the goal of narrowing the focus to the one that should be refined for final adoption and use.
Art and aesthetics are wholly subjective, whereas strategic graphic design serves a commercial purpose and therefore must hold itself to a higher bar. While one can never truly leave the realm of subjectivity, the more one lets go of personal taste and grounds the design work in his or her brand pillars, the better off the business will be. For example, you may not have a fondness for McDonald’s® logo, but most of us will agree it is simple and cheery, that the red and yellow command attention and that the golden arches are uniquely memorable. The Nike® swoosh may not strike your personal fancy, but it definitely indicates movement and it does so in a simple, different yet easily recognizable way. Happy design clients are those whose love for their new logos and websites follows a certain hierarchy: 1) They love what the new design is going to do for the business – better connect it, differentiate it, etc., and then 2) They love how it makes them feel personally.
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