At some point during their marketing efforts almost every business will need to use imagery in the form of photographs. The choice of images can make or break a design piece or advertisement so it is essential to choose images that convey the appropriate message, are technically suitable for the job and work within the branding.
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An email from a friend last night inspired me to think about the different typefaces we, as designers use on a daily basis and by using them what we communicate to an audience. A typeface is much more than just a series of letters strung together. The forms and styling of these letters have many attributes that determine how they communicate – kind of like having a personality of their own.
I have often been told that getting a brand designed by a professional studio is too expensive. If you compare it to the figure a local print shop or your ‘friend of a friend’ is quoting then it probably does seem pricey, but chances are, you are not comparing apples with apples. It might help if I explain what branding is.
As a graphic designer I have an unusual love of brands. I love looking at well designed brands, I love reading about brands, I love working out why another designer created a brand the way they did and most of all I love designing brands. What I don’t love is working with brands that haven’t been loved enough to have their finished art completed correctly.
There is nothing that frustrates me more than a beautiful piece of design work or well written copy with a spelling mistake or grammatical error staring right out at you. Once you’ve noticed it nothing else seems to matter. The worst part of all it is so easy to avoid yet can tarnish your work immensely.
In the past few years I have noticed a lot of large companies in Australia have been changing their branding. This has had me thinking about why a business would need to change their brand and when is the right time to do it?
I have always been a firm believer in continuity when it comes to branding but never did I realise just how much impact the subtleties of branding can have until I worked in Canada for a winter.