As a writer, I have a tendency to become involved with the graphic design procedure only peripherally, but I still manage to learn useful lessons from it. Among the most instructive design courses came from someone who knew absolutely nothing about typography and colour theory.
I am fascinated with the process of logo design - not the amateurish effort of slapping clip art together, but the thinking and implementation a specialist brings to shooting the vision of a business in a superbly simple artwork component. I’ve observed the process many times and heard designers get many interesting requests from their customers.
The most memorable came in the director of a business that made tow trucks. As the designer began to describe the logo creation process and develop a feeling of the organization’s expectations, the rough-edged boss waved his hands to stop him in mid-sentence. He then talked.
“All I care is that someone going the other way about the (bleeping) Interstate at 70 miles an hour can see the (bleeping) thing and understand it is my (bleeping) truck.”
Folksy? Perhaps. Crude? Definitely. But sound? Absolutely. Graphic Designers knew it was crucial that additional tow-truck operators understood who left that truck that was handsome. It is a business where appearance is every bit as important as function, along with his competitors would include any touch that may give them an edge. Fashion versions would have been overlooked one of the chrome.)
It’s all too easy for those of us who work in the services industry to lose sight of the fact that our job exists primarily to create business for our customers. After all, we take great pride in blending our talents and what we’ve learned to come up with work which makes us proud and our coworkers. Most advertising and graphic design award reveals encourage that attention by rewarding style, instead of substance.
We sometimes forget that logos, headlines, and other components of marketing communications have to be viewed to be effective. It is great if we could accomplish that and make them visually appealing at precisely the exact same moment. But the most intrinsically beautiful design will fall flat if folks can not tell exactly what it is or who it is supposed to spot, and also the most award-winning advertising concept is going to be a humiliating failure in case it fails to drive earnings or meet the client’s other expectations.
The best clients for whom I have worked have given me a great deal of freedom and trusted my recommendations were sensible and sound. But with that freedom and trust arrived an understanding that I would be held accountable for outcomes, also.