How Graphic Design Helps Small Businesses

Small business is likely the corner stone of our marketplace. With the population wanting more options than the big business stores and shopping local being a hip alternative, small businesses have been given the chance to succeed in an otherwise barren wasteland. But when these small businesses start to struggle, the creative budget is nearly the first to go, other than the morning office donut selection. With an already slim budget to brand and identify their company, the cut further makes graphic design a nonexistent part of their business.

So how does graphic design really help these small businesses ti succeed and why should the budget be cut elsewhere?

To start, FIRST IMPRESSION, the key to the success in a small business is that they can distinguish themselves for the competition. The best option here is to make sure that you have a responsive website for your customer, as well as a attractive and appealing storefront so that your customers aren't scared away. I can't tell you how many times I have drove away from a store just by looking at the signage, logo, ads, and outside of the storefront. Putting money into you signage and website will help you get way more customers in the long run.

YOUR IDENTITY TELLS YOUR STORY. This is 100% true. From the logo that you have, to the visual communication plan that you implement, your companies story and their beliefs all combine to create these design elements. If you are just using a clipart logo that you thought will be fine for a while, think again. The story, thought, and beliefs that are imbedded into your logo and identity all will help you attract more customer, keep the customers that you have, and make you more of a threat and competition to your competitors because it'll make them think that you have a bigger plan for your small business.

If you are starting a small business or are considering cutting your creative budget for your business, think again. Your companies image is going to be developed by a good designer into a masterpiece if you let it. Don't let finances hinder your ability to develop into a strong, more unified brand.

Branding a Memorial: A World Trade Center's Branding Case Study

Just over a week ago marked the 15th anniversary of the 9/11 terrorist attacks. Starting only a few years ago, New York City has undergone a world changing construction and rebranding effort to create the new World Trade Center. This construction effort will consist of five new skyscrapers (1, 2, 3, 4 and 5 WTC), the National September 11 Memorial & Museum at the World Trade Center, the World Trade Center Transportation Hub, 550,000 square feet of retail space at Westfield World Trade Center, and a performing arts center. 

Recently the impossible challenge of creating the branding identity of WTC fell upon the shoes of Landor Associates, a world famous San Fransisco based design agency. Thanks to the support of NYC, the World Trade Center committee, and a $3.57 million branding and signage contract, Landor found a solution to the problem.

You may look at this logo and think that it is just some stacked bars, something that a 2 year old can do. Although they may have been able to construct it, they couldn't put the amount of symbolism, thought, and detail into such a simplified logo. Some of the included symbolic parts of this design represent The tridents that were a design element of the base of the Twin Towers, The two light beams that were created as a tribute, The below-ground reach of the two reflecting pools, and representing all 5 new buildings as their own individual bars while creating one unified design. Landor's creative design could have just been a simple word mark, but they created a design that reflects the energy of the entire district; respecting its past while staying focused on the future.

This incredible feat is just a single example of how a logo can be more than a logo. Once the construction is complete, it will be exciting to see what Landor can come up with to unify their inspiring logo with the finalizing of the identity, signage, and advertising. 

Death of the Designer is the Death of the World

Look around you, design is everywhere. From the logos of your favorite companies, to the advertisements they use to market, and even the website that they use to spread their message.

 

When you look at the designer, you may think they are just another artistic hipster who spends there time drinking endless cups of coffee and making pretty pictures on a mac. But this isn't necessarily true (other than the coffee part). The designer is more than just that, the designer is key and with the death of the designer means the death of the world.


The designer is the brain and the body of a brand. Think of Nike for example. Without the swoosh, the color scheme, the typography, or the design of the merchandise what would the brand be. It would primarily be a Bowerman and Knight selling blank shoes that no one would ever know about because there isn't an marketing, any identity, or any reason to look twice at the non existing product and company. Without the designer, our market would be hopeless. All of our advertisements would be infomercials, all of our websites would be Wordpress template designed, all of our logos would be clipart, and all of our brands would be sad and depressing.

Sooner or later you will need the designer. If you think of it, the marketing creates interest in the brand and the design communicates the brand. So the next time you think that the designer is just a front, just a poor excuse or a waste of money, think again.