The Field of Graphic Design - Case Study Example

Corporate Graphic Design Symbols; Logos Introduction Graphic design is a method that is used in visual communication. It is used in problem-solving through use of space, type and image. The field of graphic design is considered as a subset of communication design and visual communication. However, in some cases, the term “graphic design” is applied interchangeably with communication design and visual communication because of the numerous skills involved. Graphic designers employ different methods in the process of creating and combining words, images and symbols. A combination of the three creates a visual representation of messages and ideas. Graphic designers may combine visual arts, topography and page layout techniques to come up with the final result. Graphic design mostly refers to the designing process whereby the exact communication is created and generates designs. The commonly used graphic designs include identities such as branding and logos. Graphic designs are also used in publications such as in books, magazines and newspapers. They are also used on posters, billboards, print advertisements, website graphic and product packaging. For instance, a product package in some cases might have a logo or any other form of artwork that unifies the piece. This essay will therefore focus its discussion on the design aspect of logos used by corporations to promote their identity and image. Corporate logos A logo is a graphic mark, symbol or emblem that is commonly used by corporate organizations, commercial enterprises and individuals to promote public recognition. In most cases, logos are either graphic in nature or made of the name of the organization. During the hot metal typesetting days, logos were uniquely set and arranged colophon or typeface. For purposes of mass communication, company logos are today synonymous with the company’s brand or trademark (Busch and Unger, p. 107-109). Contemporary logos The designing of logos used today by most organizations and corporations started in the 1870s. The design introduced the first abstract logo called the Brass red triangle. Today, corporations, brands, agencies, products and services use a combination of emblems and signs as logos. As a result, many company logos can easily be identified without a name. However, a good logo is made up of an ideogram and the name of the company. The reason for such a design is to put more emphasis on company’s name over the graphic. Also, the logo needs to be designed uniquely by using letters, colors and other graphic elements. Symbols and ideograms are more effective compared to written names, more so for logos that are used in global markets. For instance, a name that is written in an Arabic script might make little sense in the American or European markets. In contrast, in case ideograms are used on the logos, they can keep the propriety nature of products sold in the two markets (Christensen, p.147-149). In organizations that run without the aim of making profits such as Red Cross, they exemplify well-know emblems that do not need any name on them. The Red Cross and Red Crescent are the organizations the have symbols that are well-known globally. On their own, the symbols they use mean protection of medical teams in times of war and danger. The symbols further signify protection of victims during times of conflicts and those helping the victims. Branding can also be used in facilitating cross-language marketing. For instance, for Coca-Cola, customers are in a position to easily identify the Coca-Cola name even if it is written different alphabets. The brand can easily be identified because the company uses a standard color and wavy design on its logo. Logo design Designing of logos is an important area in the field of graphic design. However, it is difficult to perfect in this field. A logo basically is an image that is used to embody an organization. Since logos are used for representing the corporate identities or the company brands, they need to be redesigned more frequently (Bloch, p. 86). The profession of designing logos has increased substantially. Three designers are considered as the pioneers of designing corporate logos. The first is Geismar, a firm responsible for the design of iconic logos such as the one for Mobi Oil, Chase Bank, National Geographic among other logos. Due to their simplicity and boldness in terms of design, some of these logos are still used up to today. Also, this designing firm recently designed the Library of Congress logos and the Armani Exchange fashion brand. Paul Rand is also considered as the pioneer of corporate identity design. He is among the inventors of the Swiss Style used in graphic design. He designed most iconic logos such as the ones for ABC, IBM and UPS (Busch and Unger, p.127-131). Logo color Color is an important element when it comes to designing of logos. It also plays a crucial role in differentiating brands. Color is important in this context since color and contrast is affects human perception about a brand or an organization. Also, humans tend acquire color associations and color connotations through social conditioning. Therefore, the acquisition of these color connotations plays a role in evaluation of logo colors. With color being considered important in logo design and brand recognition, it should not conflict the functionality of logos. It is also important to know that that color association and connotations are in most cases not consistent across all cultural groups. For instance, in the U.S, white, red and blue are mostly used on logo to signify that the company wants to express patriotism. In other countries, they use different colors to evoke their national pride (Christensen, p.98-103). The Apple Logo The Apple logo which was designed by Rob Janoff is really in vogue and does not need any form of glorious introduction. This logo is virtually found everywhere. It is found on IPhones, the most loved IPads, MACs, and IPods. The logo is also conspicuous on subtle product placements in favorite shows and movies. Not only is Apple ahead in terms of technology, but its logo is also a sign of its epitome innovation. The logo has a simple design. The design is minimal and easy to read, making it uncomplicated. Categorically, this logo has succeeded in attracting the attention of the target audience. The logo refines an apple, which is visually appealing with some chuck of its right part bitten off. On its face value, it looks platonic, yet seductive and mysterious on the inside. What adds character to this logo is the bite and makes it more appealing. Since conceptualization and design of the logo over the last 30 years, it has remained the same. Changes only come in the form of color and other little changes. The Apple logo is the corporate symbol which is easily and most recognized in the world. There are chances that this logo will not get any form of alteration any time soon. Despite that, the logo is one of the deepest mysteries to many. The logo seems like a symbol of knowledge and lust. At the same time, it is crossed with colors of the rainbow but arranged in the wrong order. The first Apple Logo designed in 1976 Apple’s original logo was designed by Wayne and Jobs in 1976. This logo showed Isaac Newton seated under an apple tree. The name of the organization was incorporated into this original logo. The logo was then redesigned in 1977 by Janoff. The redesigning of the original logo is what brought about the current logo (Christensen, p. 43). There have been numerous variations in the logo over the last couple of decades. There have been versions such as the rainbow apple and aqua colored range. There has also been version called the metallic-chrome version. Concerning the color of the logo, there have been numerous interpretations and myths about the color scheme of the logo. The apple which is rainbow colored is believed to be a representation of hippie influence. Over a long time, Apple has branded itself as a ‘hip’ and ‘cool’ company. Rob Janoff, who is the designer of this logo, explained the reason for the colored stripes. The colored stripes symbolized that Apple II was the first personal computer which had the ability to reproduce images on its monitor in color. Therefore, the logo represents the color bars seen on the screen (Greyser and Balmer, 54-56). The bitten apple A feature which can easily be noticed about the Apple’s logo in terms texture and proportion is its shape and the outline which is differentiated excluding power. In simpler terms, an apple symbolizes business and needs to be taken seriously. The logo is simple and does not cause any form of visual difficulty to the eye. Interesting, the Apple Company has not used its name on the logo. Despite that, the logo has worked best for the company. The logo still sells the brand and the rival companies still feel Apple’s market pressure (Greyser and Balmer, p. 67-73). Works cited Bloch, Olga. Corporate Identity and Crisis Response Strategies. New York: Springer, 2014. Primt. Busch, Rainer and Fritz Unger. Marketing Communication Policies. New York: Springer Science & Business Media, 2006. Primt. Christensen, Jerome. Americas Corporate Art: The Studio Authorship of Hollywood Motion Pictures. Stanford: Stanford University Press, 2012. Primt. Greyser, Stephen and John Balmer. Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing. London: Psychology Press, 2003. Primt. Read More