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Unit 1: Computer as a Design Tool
client and audience, graphic designers learn how to construct a message and how to signify it Notes
successfully. They work with the client to understand the content and the purpose of the message.
They often collaborate with market researchers and other specialists to understand the nature of
the audience. Once a design concept is chosen, the designers work with illustrators and
photographers as well as with typesetters and printers or other production specialists to create
the final design product.
Symbols, Logos and Logotypes
Symbols and logos are special, highly condensed information forms or identifiers. Symbols are
conceptual representation of a particular idea or identity. For example, The Twitter “bird” and
the WWF “panda” are symbolic forms, which we learn to recognize as representing a particular
concept or company. Logotypes are corporate identifications based on a special typographical
word treatment. Some identifiers are hybrid, or combinations of symbol and logotype. In order
to create these identifiers, the designer must have a clear vision of the corporation or idea to be
represented and of the audience to which the message is aimed.
Figure 1.7: Twitter and WWF Logo
Source: http://www.aiga.org/guide-whatisgraphicdesign/
1.2.5 Graphic Design Process
A good graphic design process is planned around ensuring the client gets the highest quality
solution and service appropriate to their business, marketing or communication problem. There
are four main steps involved between client and designer.
Briefing
The briefing stage may consist of either or both of the following:
z Initial informal discussions between the client and the designer – covering project
objectives, timing and budget.
z Formal meetings to discuss the project in detail and clarify any technical issues including
budget, timetable and corporate identity guidelines.
Design
z The designer reviews the brief, background material and identity standards to ensure
understanding of the project context and your corporate requirements.
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