This final chapter explores different disciplinary fields within design, including their pros and cons and a section highlighting experts in each given field.

Logo Design & Brand Idenity Logo design and brand identity are essential because you are literally creating a defining mark to represent your client. You need to be able to communicate with their target audience and leave a lasting impression. A few skills required are having a firm knowledge of symbolism and visual semiotics, as well as great research skills. This is an exciting field because there is usually a lot of opportunity for visual creativity and clever communication. It is also especially satisfying to see a brand that you helped develop launch, expand, and succeed. A few downsides include  the risk of uneducated clients modifying your hard work to the point that it is no longer recognizable, or the fact that unless you are hired for a full branding development position within a company, you’ll need to generate lots of clients who need logos in order to pay the bills.

Paul Rand is a master of brand identity design. He was groundbreaking in the field of corporate logo design and many of his designs are still relevant today. Here are a few of his most famed logos including those of ABC, IBM, UPS, and Ford.

Paul Rand is a master of brand identity design. He was groundbreaking in the field of corporate logo design and many of his designs are still relevant today. Here are a few of his most famed logos including those of ABC, IBM, UPS, and Ford. (Source)

Motion Graphics Within motion graphics there are three specializations including Business-to-business, advertising, and film/video specialization. The emphasis on this field is the speed of communication and how effectively you can convey information in a limited amount of time.  To do this you must have an appreciation of pace, rhythm, and storyboarding as well as the ability to work comfortably with complexity and layering.  Pros of this field include being apart of a cutting edge environment whereas a con would be the insanely fast turnaround that comes with the job. Here is an example of a title sequence done by the godfather of motion graphics, Saul Bass. Others works by him include opening and closing credits for films such as North by Northwest, Vertigo, West Side Story, and Big.

Web Design Web design is huge and has become more and more prevalent than ever! With advancements in technology and accessibility of computers and the web made so widespread, the internet is really changing the way people look at things. Many skills are needed for this discipline including an understanding of user experience, the ability to keep up with the changing technological advancements, basic understanding of CSS and HTML, and an understanding of web standards, web accessibility, and search engine optimization. The exciting part is that you are involved in a constantly evolving technology and that there are many many opportunities out there. The not so great qualities are that projects can be ongoing and require a regular upkeep, and that technology updates can be time consuming and expensive.

Editorial Design There is a large range of editorial design out there including those for the production of book, print and virtual magazines, brochures, and catalogs. The tast is to take raw information such as photos and text and place it strategically to maximize legibility, impact, and communication. Some of the skills required are an excellent understanding and mastery of typography, hierarchy, and the grid system, an accurate eye for content correction, and a team focused attitude. The exciting part is that you will work on a wide variety of content and that you will be able to see your work on the shelves at bookstores or on the internet. The not so great part however is that many revisions will be involved and the speed and amount of work it takes for each project is a lot.

MD_BrodovitchA_Bazaar1938_640

Alexey Brodovitch was the art director for fashion magazine Harper’s Bazaar for twenty years and influential in the the design industry. (AIGA)

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s