What is Graphic Design?

Graphic design is the practice of composing and arranging the visual elements of a
project. Designing the layout of a magazine, creating a poster for a theatre
performance, and designing packaging for a product are all examples of graphic
design.

In fact, almost everyone today practices some form of graphic design in their daily
life — whether it’s adding text to an image for social media or color-coding a
spreadsheet for work.

Elements of graphic design

Elements of art are the basic units of any visual design that form the design’s
structure and convey its visual messages. The elements of graphic design are:

Line – The most basic of the design elements. Lines can be curved, straight, thick,
thin, two-dimensional, three-dimensional – whatever really! A line is simply an
element of design that is defined by a point moving in space.

Shape – A shape is a two-dimensional defined area created by lines. Different types

of shapes include geometric, abstract, and organic shapes, all of which are basic
elements of design.

Color – Color is one element that is especially important in attracting attention

because there is psychology behind the feelings that color can evoke. There are three
main characteristics to color: hue (the color family), value (how light or dark the color
is), and saturation (the purity of the color).
Typography – Typography is the art of arranging type. This one is critically
important as it can greatly affect the design’s messaging. Different weights (bold,
regular, or light), combined with varied sizing, colors, and spacing, can add power to
the concept the designer is trying to communicate.

Texture – Texture in design refers to how things look like they’d feel if they were to
be touched. For example, texture can be rough, smooth, glossy, soft, hard, etc. Texture
is another element used to draw attention. It can be added to other elements like
shapes, colors, images, and type.

Size – Size is simply how small or large something is. In design, size is used as an
indication of importance and it can also create visual interest in a design by using
contrasting sizes.

Space – Space refers to the areas of the design that are left blank. These areas include
any distance or areas between, around, below, or above other design elements.
Designers intentionally place spaces in the design to add emphasis to areas of the
design.

Principles of graphic design

The principles of design suggest how the designer should best arrange the various
components of a page layout to ensure the elements of the overall design are
connected to one another. The principles of design include the following:

Balance – Achieving visual balance in graphic design is done by using symmetry and
asymmetry. This is achieved by balancing the design in weight – meaning shapes,
lines, and other elements are distributed evenly. So even if the two sides of the design
aren’t the exact same, they have similar elements. Balance is important because it
provides structure and stability to a design.

Alignment – Alignment is about keeping the design organized. All aspects of the
design should be aligned with the top, bottom, center, or sides to create a visual
connection between the elements.

Proximity – Proximity creates a visual relationship between the elements of the

design. It minimizes clutter, increases viewer comprehension, and provides a focal
point for viewers. It doesn’t necessarily mean the similar elements need to be put right
next to each other, it just means they should be connected visually.

Repetition – Once you’ve chosen how to use your elements, repeat those patterns to
establish consistency throughout the design. This repetition ties together individual
elements and strengthens the design but creating a feeling of organized movement.

Contrast – Contrasting is used to emphasize certain aspects of the design.

Using contrast allows you to stress differences between elements, ultimately
highlighting the key elements of your design that you want to stand out.

Graphic design tools

The design process had evolved tremendously with the continuous digitalization in
our world today. But just because these processes have changed over the years doesn’t
mean designers aren’t still using traditional graphic design tools, like the ol’ pencil
and paper.

Most graphic designers use a hybrid process that includes both traditional and digital
technologies. It’s common for designers to start the design process by sketching out
concepts with traditional graphic design tools before hitting the ground running on the
computer for finalization. Many designers start directly on computers using graphic
design software. These tools have enhanced the creative process by allowing
designers to explore ideas and achieve designs more quickly rather than completely
hand-rendering designs.

Types of graphic design

Over time, graphic design has become pretty multifaceted. The overall concept is
composed of different fields and specializations. Here are some of the most
common types of graphic design:

Corporate design – Corporate design has to do with the visual identity of a company.
Any visual elements that make up a brands identity, such as a brand’s logo (made
with logo design software), can be associated with corporate design. This type of
graphic design is used in brand marketing to communicate brand values through
images, shapes, and color.

Marketing and advertising design – Probably one of the most widely known types
of graphic design: marketing and advertising. When most people think of graphic
design, they’re most likely thinking of marketing and advertising design. Social
media graphics, magazine ads, billboards, brochures, email marketing templates,
content marketing – all examples of this widely used type of graphic design.

Publication design – Publication design traditionally refers to print medium, but

again, with the constant digitalization of our generation, it has crossed over to digital
publishing. Publication designers need to work closely with editors and publishers to
ensure layouts, typography, and illustrations are tastefully combined producing the
best possible end result. Examples of publication graphic designs include books,
newspapers, newsletters, magazines, and eBooks.

Environmental design – This type of graphic design is commonly overlooked, in my

opinion at least. Environmental graphic design is the use of visual elements in
environments to connect people to those places. The purpose of environmental design
is to improve people’s experiences in those places; whether it makes the experience
more memorable or informs the viewer. Architecture, road signs, signage, event
spaces, and wall murals are all examples of environmental design.

Packaging design – When you buy a new product, it most likely has some form of
packaging or visual element such as a label, sticker, or wrapping that is used to
prepare the product for distribution or sale; these elements are created by packaging
designers. It’s crucial that these designers are aware of current trends within the
marketplace to ensure successful product marketing.

Motion design – Motion graphic design is a subset of graphic design and it’s exactly
what it sounds like: graphics that are in motion. This can include animation, video
games, apps, GIFs, website features, etc. This is still a somewhat new area in graphic
design as technological advancements have allowed designers to explore new
mediums.

Web design – While web design isn’t necessarily a type of graphic design, graphic
design is one element of web design, so it’s worth mentioning here. Why? Because
web designers must consider and combine a variety of the design elements – such as
layout, images, and typography – to create a user-friendly, pleasant front-end web
design. So, if you can't figure out how to make a website on your own, it's worth
reaching out to a web designer. Web design also ties closely with UX and UI design,
which I’ll dive into next.

Years ago, chances are anytime anyone was talking about “design”, they were most
likely referring to graphic design. But with the digital world we live in today, filled
with interactive screens and devices, that idea has changed a bit. It has introduced
different kinds of design that can often be confusing for those outside the design
industry. That being said, let’s talk about two types of design that you have likely
heard about, but aren’t exactly sure what they are: UX design and UI design.

UX design
What is UX, exactly? UX design, also known as user experience design, is about
enhancing – you guessed it – user experience. This specific type of design focuses on
the structure and logic of the design elements that users interact with. UX designers
work to improve a product’s usability, accessibility, and users’ pleasant interaction
with the product, with a goal of maximizing customer satisfaction. This is done by
performing both pain point and usability analyses post-product launch.

UI Design
UI Design, or User interface design, pertains to the interactive elements of a design.
This type of design requires a good understanding of users’ needs because it focuses
on anticipating what users will need to do on the device and ensuring that the interface
has the elements that make those actions possible. These elements include things like
dropdown lists, toggles, breadcrumbs, notifications, progress bars, etc. Basically, UI
design is expanding the graphic design definition; designs that have any interactivity
are UI, even if they incorporate static images.
Why is creativity important in design?

Creativity is important in design because it can help create unique and

innovative solutions to problems. It can also help designers to think outside
of the box, which can lead to more interesting and efficient designs. In
addition, creativity can help designers stay inspired when working on
projects, which can lead to better results.
Creativity is important in design because it allows us to come up with new
and innovative ideas. It can help us create more appealing products, and it
can also help us find solutions to problems that we may not be able to solve
with traditional design methods.

Benefits of creativity in design: Increased innovation, improved user

experience, etc.
Creativity is a key ingredient in the design process, and it has innumerable
benefits. Increased innovation, improved user experience, and more creative
solutions are just some of the rewards that come with being creative. Here are
the most notable benefits:

1. Creativity leads to new ideas. Creative thinkers are constantly

coming up with new ideas, which can spark innovative solutions to
problems. This is especially important in fields like design, where
innovative thinking is essential for creating unique and beautiful
products.
2. Creativity can help you see things from a different perspective.
When you’re creatively minded, you’re able to see things from a
different perspective than others might be able to. This can lead you
to fresh insights about an issue or problem that may have been
overlooked before.
3. Creativity allows for flexibility and adaptability.

History of Graphic Design

Graphic Design Roots: 15,000 – 3,600 BC
Graphic design can be traced all the way back to 15,000 BC, when the first known visual
communications arose. These pictographs and symbols are present in the Lascaux caves in
 southern France. Fast-forward several thousand years, and you’ll discover the Blau Monument.
It’s the first known artifact to use both words and pictures on it.

Of course, these designed pieces are far from what we think of as graphic design today; but they
helped spark the idea of placing images on surfaces, putting us on the path towards things like
drawings, posters, banners, and more.

Paper and Printing: 105 AD – 1530 AD

The invention of paper in 105 AD by a Chinese man led to the concept of printing. Nearly a
millennium later (in 1045 AD), moveable type was invented, which allowed characters to be
placed individually for printing. This led to faster printing options and more flexible, efficient
systems. By 1276, a paper mill arrived in Fabriano, Italy — officially bringing printing to
Europe.

It was in 1450, two hundred years after that first paper mill arrived in Europe, that the system for
printing type in books was considered to be perfected. The first illustrations in a printed book
followed shortly after, in 1460. Seventy years of printing went by before Claude Garamond
opened the very first type foundry — in 1530 — which created and sold fonts to printers.

The Industrial Revolution: 1760 – 1800

The Industrial Revolution hit in the 1760s, and ushered in a new age for graphic design.
Innovative technologies began popping up at an unprecedented rate; including the method of
lithography, which was a printing technique that helped reduce costs. The Industrial Revolution
also welcomed the printing press in 1800, a machine that not only reduced labor by 90%, but
also doubled the size of paper that could be printed.

Growth of Graphic Design: 1900s

Since the time of the Industrial Revolution, graphic design had been easing its way into business
practices, and in the 1900s, its use exploded. In 1901, Frank Lloyd Wright released “The Art and
Craft of the Machine,” which included basic principles still referenced in modern design. With
the growth of the advertising industry and color printing, businesses began creating logos to help
brand their company. With a custom logo design, your company’s brand became more than just a
name — it became a striking and memorable piece of art, with color, shape, and composition all
working towards making an impression on consumers.

Naturally, graphic design became widely used in advertising and other industries, marking
beautiful designs on everything from posters to t-shirts, record covers, and more. As computer
technology was invented and released throughout the late 1900s, designers began using digital
tools — such as Photoshop, which was first released in 1990 — to create their images. These
digital tools revolutionized the field.
Graphic Design Today
Today, graphic design refers mainly to designing visuals for magazines, books, advertisements,
and digital posters. This intensive branch of design involves the art form of communicating ideas
through visuals and text. Graphic designers still use drawings and paintings in some cases, but
much of graphic design today is completed using digital technologies. These modern graphic
 design skills can be applied to custom logo design, book cover design, magazine layouts,
billboard advertisements, clothing design, online banner ads, and much more.

Graphic design has been around for quite some time, but as we view it today in the world of
business, it’s only been alive for the last hundred years or so. Over those hundred years, graphic
design has permeated the space of business and consumerism, grabbing our attentions, sparking
our interests, or sometimes, blending seamlessly into our surroundings. It’s all around us; unless
you’re looking for it, you may not realize how often it shows up in your daily life. Most likely,
we can’t even begin to imagine where graphic design will take us in the future — after all, do
you think the people printing words onto paper on the first paper mill could have imagined
designing the digital banner ads, web pages, and branded logos we now skim past every day?

WHAT IS PRINT MEDIA?

Simply stated, print media is the printed version of telling the news,
primarily through newspapers and magazines. Before the invention and
widespread use of printing presses, printed materials had to be written
by hand. It was a painstaking process that made mass distribution
impossible.
At first, news was chiseled in stone. Later, it was handwritten and posted
in a public area much like today's posters or read from a scroll by a town
crier. As early as 131 B.C., the ancient Roman government produced daily
news sheets and informed the public in this way. Through the years, print
media evolved to include entertainment, educational topics and more,
instead of only conveying news.

A BRIEF HISTORY OF PRINTING

Around the year 932, Chinese printers adapted wood blocks, which had
been used to print illustrations and small amounts of text, and started
producing popular books more easily. Each page of text was one block
that could be used repeatedly to make the books.
About 100 years later, China's Bi Sheng invented movable type by
carving individual characters onto small blocks of clay. Each small block
was hardened by fire to become a porcelain piece that could be used
again and again. The pieces were glued to iron plates to make a page.
Using each page hundreds or thousands of times, he could mass
produce news quickly. When the printing was done, the pieces were
removed from the plates to be used again to make other pages.
Bi Sheng's invention had limited success in China because the Chinese
alphabet's characters are so large that they were difficult to put on
movable type. His idea spread all over the world, however, and others
adapted it using other materials such as wood, tin and copper. Still, the
process was too cumbersome to mass produce a newspaper for the
public.

What is Logo
Logos serve to represent a given organization or company through a visual
image that can be easily understood and recognized. A logo generally
involves symbols, stylized text or both. Logos are often created by a graphic
artist in consultation with a company and marketing experts.

Three categories of logos exist and are often used in combination. These
three categories are:

 Ideographs - freeform images that can be entirely abstract.

 Pictographs - symbolic, representational images.

 Logotypes - simple, textual representations, like a company’s initials.

As a key part of an organization’s identity, a logo must try to communicate

the brand essence of a company or what the organization represents. This
makes designing logos a critical job for a graphic designer and is often
a creative process that is heavy in research and consultation. For international
organizations, cultural differences in symbolism or the associations of colors
must be considered.
A logo is meant to be long-term as it is intended to become familiar to
customers and promote brand loyalty. As a result, logos are generally not
redesigned very often.

7 Types of Logos

Even though all logos, no matter the type, are a combination of images and
strong typography, each type of logo has its own flavor and uniqueness. While
each logo is different in its own way, there are seven main categories:

1. Emblems

2. Pictorial marks (or logo symbols)

3. Wordmarks (or Logotypes)

4. Monogram logos (or lettermarks)

5. Abstract logo marks

6. Mascot logos

7. Combination marks

Let's take a closer look at each category.

1. Emblems

What is an Emblem logo?

A logo that features text, a symbol, or imagery inside a geometric shape is known
as an emblem.

Advantages of Emblem logos:

 They are memorable
  Give a traditional feel to your brand
 Give an official look to your brand

Disadvantages of Emblem logos:

 It may not look very good when resized to a smaller resolution

 Hard to read when placed on a billboard

As these logos have more of a traditional feel, this type of logo is often used by
organizations, universities, government agencies, etc. Think of the Harvard logo,
the Yale logo, NASA, or the NFL. All of them are emblem logo types. Some
popular brands choose this type of logos as well, such as Starbucks or
MasterCard.

Emblem logos are very popular with the auto industry too. Some automobile
companies like Ford and BMW use emblem logos. Lately, some companies have
decided to modernize the traditional emblem look with entirely new or updated
logo designs that are more appropriate for the 21st century.

KIA, for instance, used to have an emblem logo, but they decided to update it to
a Wordmark logo this year. Their new logo resembles a handwritten signature.

Another reason why some brands decide to update their logos is an increase in
popularity. Once some brands become popular enough that people recognize
them even with an image or symbol, they remove the brand’s name from their
logo. A perfect example is Starbucks who, in 2011, decided to maintain the core
elements of their brand but removed all the text from their logo, turning it into a
symbol logo.

2. Pictorial Marks

A logo that is reduced to its symbolistic meaning is called a Pictorial mark or a

Brandmark.

Some examples of brandmark logos are Apple, Twitter, Nike, Target, and
McDonald’s.
Advantages of Pictorial marks:
 Conveys ideas through a symbol

 Recognizable if the brand is popular

 Scalable (especially if you opt for a vector logo design)

Disadvantages of Pictorial marks:

 Not the best option if you do not have a strong brand recognition

If you want your audience to associate your brand with this type of logo design,
the logo design does not have to be a literal representation of your business
identity. However, it still needs to include distinctive symbols that you can use as
visual representations of your brand.

As mentioned earlier, popular brands such as Starbucks have changed their logo
from an emblem to a symbol once they were established on the market.

If you are just starting out, you can still use this type of logo. However, you will
also need to use a wordmark associated with the symbol until your broad
audience gets familiar with your brand and what you offer. Once you reach the
point where the symbol of your logo is recognizable enough that you don't need
the wordmark, you can follow Starbucks’ example and remove it.

3. Wordmarks

Advantages of wordmark logos:

 They are simple

 Easy to mix with other design elements

 Easily recognized
 Perfect for new businesses

Disadvantages of wordmark logos:

 It only works well with short brand names

 You may need to update the font to keep up with new trends
The wordmark logos are a powerful type of logo design. The definition of the
logotype is straightforward as they are made up of the company's name. You will
not find symbols, graphic patterns, or emblems on a logotype. The main feature
of the logotype design is its typography.

The whole identity of your brand will be created by the style and color of your
fonts. That is why it is crucial to find typography that works well for you and
represents your brand very well. Then you can select a color or several colors that
represent the feel of your brand.

Some wordmark logo examples are Coca-Cola, Disney, Google, Subway, and
Jeep.

This type of logo is perfect if you are just starting out and unsure what symbol
would best represent you. Moreover, having your brand’s name as a logo will get
your brand's name out there and help people make the connection to your brand
immediately.

4. Monogram Logos

If you want to reduce your brand's name to an acronym, lettermarks are a great way to do it.

You can easily create the logo by taking the initials from each word of your brand's name.
There's only one part left to think about: Typography.

Advantages of letterform logos:

 Perfect if your brand has several names which you can use to create the acronym
 Looks professional
 Easy to recognize
 Scalable (if you choose the right font)

Disadvantages of letterform logos:

 Hard to recognize if you are new to the market
 You may need to place the full name beneath it until it is safe to remove it

Since the logo will be made only of an acronym, you will need to choose a custom typeface that
is easy on the eyes. You should also make sure that the typeface is legible when scaling down.
Examples of famous brands that use lettermark logos are HBO, CNN, H&M, IBM, and the BBC.
5. Abstract Logo Marks

Instead of being a recognizable image—like an apple or a bird—as the name

suggests, the abstract logo design does not include recognizable images, but
abstract geometric forms and abstract elements.

Advantages of Abstract logo marks:

 They are unique

 Instantly recognizable

Disadvantages of Abstract logo marks:

 Not the best type of logo for new brands

This geometric form will help you condense your brand into a single, distinctive
appearance. Examples of famous companies and organizations that use abstract
logo types are Pepsi, BP, Adidas, and Olympics.

This abstract logo mark should convey a particular message and represent your
brand. You should also keep an eye on the colors you use, as they can also help
make the design even more memorable. If you are new on the market, it can be
risky to use this type of logo to represent you because you will first need to have
a solid base of people who recognize your brand.

6. Mascot Logos

Advantages of mascot logos:

 Evoke a fun and friendly vibe

 Easy to recognize

Disadvantages of mascot logos:

 Hard to renew and change the character

 It can’t be used for brands that aim to send a professional message

When you think of a mascot, do sports events come to your mind almost
immediately? Mascots at sporting events are fun to look at. They create a warm
dynamic that also involves the audience.

Mascot logos evoke a similar vibe with positive associations. They involve an
illustrated character of a real person, an imaginary person, or a non-human
entity. More often than not, mascot logos are colorful and fun. They give you a
warm feeling and make you feel more connected to the brand since people will
be more attracted to the character representing your company.

Mascot logos are often used for sports teams, beverage companies, and food
brands. KFC, Pringles, Wendys, and Cheetos are well known for their famous
mascots.

7. Combination Mark

As its name suggests, the combination mark logo is a combo mark of various
kinds of logo designs.

The best thing about this type of dynamic mark is that you can mix multiple types
of logo design if you cannot decide on a single image, symbol, or abstract form.

Advantages of Combination Mark logos:

 Perfect for new businesses

 Easy to edit in the long term

 It gives you the freedom to be as creative as you wish

Disadvantages of Combination Mark logos:

 It may look overloaded if it combines too many logo types

Want to use a symbol but are afraid that you will confuse potential customers
and won't be easy to recognize? Then you can easily combine the symbol logo
with an abstract symbol, words, or acronyms.
You can use a combination of typography or a combination of wordmark as well.
Mix and match with different types of logos until you feel strongly about a final
version that will work best for your brand. Some examples of combination mark
logos are Domino’s Pizza, Taco Bell, Pizza Hut, Puma, and Adobe.

We would recommend combination logos if you are unsure about the first six
logo types we mentioned. However, no matter which kind of logo you decide to
use, spend some time researching and ensuring that no other brand uses a
similar concept.

Process of Logo Design

1. The Creative Brief

When participating in a project here’s how you should start:

 Read the creative brief properly.

 Understand the client’s business, industry and products/services.

 Ask the client questions if you want to know more his/her services or
about the kind of logos that appeal to him/her.

2. Research Process

Conduct detailed research regarding the client’s company and industry:

 Study design elements: the various colors, fonts and design themes
used for the client’s particular industry.

 Research about the client’s competitors to get the feel of the market.
Don’t let research be the missing link in your logo design process
because it may crumble your whole project.
  Learn what kind of colors, images or design themes the client
wants you to use and what he/she is expecting from the logo design.

 Research and ask questions to show the client that you are interested in
the project and you take it seriously.

3. Start Sketching

This is an important step to developing the design concept, something that

many designers overlook:

 Start off by designing your ideas and thoughts on paper. This helps
to execute ideas properly. It also allows you to boost the creative
process while you the pay attention to minor details.

 Check out other industry related logo designs for inspiration, but do not
copy. Do not use copied logos, clip art, stock photos or derivative
concepts.

 Sketching allows you to form an idea and come up with original logo
design concepts.

4. Digitalizing The Design

Once you are done with sketching and forming your ideas, you are now ready
to take those ideas to the computer:

 Start creating the logo design using graphics software. Adobe

Illustrator is the most popular choice among logo designers.

 Experiment with various ideas, shapes, angles and colors.

 Create multiple variations of the logo design keeping in mind the

central theme and purpose.
5. Presentation

Decide how you will present the logo design:

 Choose colors that do not clash or look too flashy and make sure you
use Pantone colors.

 Decide on the right font for the logo. Depending on the feel of the
business, choose a font wisely.

 Use logo colors that work for your client‘s industry and region. Every
industry uses a specific number of colors. While some colors are
considered professional in certain industries others can be taken as
childish.

 Consider the color combination the client has given you and learn why
it is important for the client that you use those colors.

 Create a logo design that is scalable and will not lose its touch when
resized or printed in one color.

 Present 2 – 3 best design concepts to your client so he/she will have

ample choice.

6. Receive Feedback

Once the client sends in feedback, take notice and understand:

 Try to look at things from the client’s perspective and take note of the
feedback given.

 Touch base with the client, provide necessary changes and submit 1
or 2 additional samples (in different colors or font variations) after the
initial feedback.
  Learn from the feedback given to other logo designers by the client.
This will give you a better understanding of what the client wants to see
in his logo design.

 Keep submitting changes and edits till the client is fully satisfied.

7. Submit Final Files

If you have been selected as the winner… Congratulations!

As a winner there is just one more step to take before you can go and start
celebrating:

 Finalize the winning logo design files and submit them in proper
format.

 In case of any confusion you can read details about logo design file
formats or consult Customer Support.

 Once the final files have been submitted the project holder will send in
the prize money.