“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”
– Coca-Cola Executive
What makes one of world’s most successful multinational release a statement like this? Well most would believe that well everybody knows about coke? If it were to disappear and the reappear in “any shape or form” people would still buy it. But what makes the Coca-Cola Executive disagree with this point?
Let me Explain.
Well let’s begin with the basics. How do you recognize a Coca Cola can from the rest of the cans at a supermarket. So now some would say , “well from the colour maybe”? Yes partly the colour , the can design(which is a whole new article in itself) but mostly it’s the logo of the company on the can that makes people identify the brand . But guess what ? The logo is no crazy or bizarre image. Its indeed just text. But it still portrays the image of the brand one way or the other and for fact even if the logo shows up on the corner of the street or on a billboard, without actually reading every letter you would be able to identify with the brand!
Well the responsibility of creating this text which is embedded deep in your memory is taken by graphic designers. So you see Graphic Designers are not “tech-artists” who do business cards and document layouts or simply a logo design. It is actually A SHAME how many people do not realise that these people delved deep within their illustrator and photoshop softwares have the power and potential to not just create your company’s logo but design your company’s brand identity!
“It is actually A SHAME how many people do not realise that these people delved deep within their illustrator and photoshop softwares have the power and potential to not just create your company’s logo but design your company’s brand identity!”
Graphic designers are people with the perfect balance of creativity and technical skills and this is what you should take full advantage of. They do not just design a logo but ‘the notion with which your company will be perceived’. These guys not just create business cards but the first impression your business will have on other people and businesses.
This idea of graphic designers heavily involved in branding and brand perception is what gets them critical acclaim and rather a seemingly sudden trend now that people have begun venturing in branding and business perceptions.
This idea in turn comes across clearly in Natasha Jen’s talk at “Wiered by Design.”
So ! Graphic design is beyond all the text that meets the eye! It’s a field which is rather more versatile and experimental than most in the design field.