In The Clouds

3. a means of communicating, e.g. a road, railway, telegraph line, radio, or other link between places. Graphic design can be explained in many ways. It is a form of visual communication; a marketing tool or outlet; it is commercial art (or as I describe to students, 'compromise art'); it is conceptual or fashionable design.

Design is something that none of us can avoid. The products we buy; the packaging they are in; the stores that you buy from all have images that have been considered and specifically designed. We all have our preferences and opinions of what is the best for us; and whether these are attained through technical knowledge, visual appearance, peer pressure, recommendation or just because; the design, marketing and advertising professions have the ability to sway our judgement.

The design brief is critically important. If this is not well thought out and agreed between designer and client, then the target is not set and the project will not be successful. It is imperative that all parties know exactly what design problem needs to be solved. Where would we be without our briefs?

Whether your company or your product, the image it portrays is crucial for it to compete successfully in its marketplace and attract its specific audience. These are some of the company and brand identities that we have designed.

Today, the common use of the word describes any writings, whether they are indeed valued for their beauty of form as with novels or poetry, or in contrast technical books or journalism. Whether you are producing a document containing beautiful writings or technical information, graphic design plays a key part in attracting your target audience.