PHILOSOPHY
The philosophy of art and design are complex subjects and put many people to sleep. But I would like to outline the guiding principles I follow so you'll understand what to expect from us, how seriously we take design, and to show you what we focus on when working on your projects. I promise to keep it short.
Graphic Design, like art, is an intellectual tool. It performs the same function as art, but narrower in scope.
Art allows us to create a picture of all our philosophical ideas; all bundled up for us in something that we can understand without getting abstract. All our thoughts about reality, our minds and morality can be conveyed in one painting. Graphic design allows us to do the same but not for philosophy; graphic design can do this for your business, product or service. Whether it be a corporate logo or a brochure listing products or services, graphic design takes the abstract and, where ever possible, makes it perceptual.
A logo can do many things for a business. It can express:
- the level of professionalism
- the demographics
- the industry or sector
- the age of the company
- the quality of its products and customer service
Of course it is up to each and every business to live up the ideals it portrays in it's logo and it can be percieved differently by each individual. And this is another reason why it is like a work of art. Some people love a movie, some hate it. This is because it is the abstract ideas they are responing to. For one person a logo may express fun and adventure to young adults, while to another it may express self-indulgence and cheap thrills. You can't predict what any one individual's reaction may be, but you can design for those who share your ideals.
This process of creating the perceptual out of the abstract allows those interacting with the company to hold it in mind as a single unit, not as a collection of products, services, philosophies, etc. We need this summary because the mind can not hold all this information in focus at one time.
Our job, as your designer, is to accurately represent these abstract ideas in every design we create so that your clients and customers can identify what they need.
So how do we apply this to your project?
OUR PROCESS
To ensure the correct abstract ideas are conveyed in the designs we create, we are guided by these steps as we develop your project.
Induction
What is the role of induction in design? Induction is the process of reasoning from observation to a general or universal conclusion. Induction is our most important tool for every stage of the design process. It provides us with the knowledge required to begin the creative process and proceed to define the strategies we'll need.
Strategy
Design may solve more than just communication or image problems; it may redirect or focus an enterprises' relationship with those who use their product or service into new and more profitable areas. This is the time for defining the goals and planning their execution.
Concept
A design concept is the overall driving force behind successful and effective strategic planning and design. A concept surmises the focus of the problem and its solution. It is our guide to every aspect of the solution you seek: visual design, functionality, communication and impression.
Functionality
More than any other media, designing for the internet demands a stage of development dedicated to functionality. The outcome must function according to the needs of the client and the end user. This means prototyping, testing and review!
Outcome
Your goals are realised! It is time to reap the rewards of your hard work, to look to the future and ask, "What next?".
