Historically, the role of graphic designer was focused almost exclusively on the creation of visual elements for the use of print campaigns. Although the technical definition of graphic design remains largely the same in the modern age, however, modern-day operatives are also expected to apply their skills online by creating virtual, branded assets for websites.
In this respect, graphic design plays a central role in the cultivation and maintenance of your overall brand, while those who perform this role remain the primary guardians of your businesses visual identity.
In this post, we will explore this in further detail and consider the precise ways in which graphic design underpins your brand: –
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It Creates Consistent Branding, Both On and Offline
Given that modern graphic designers tend to develop both corporeal and virtual assets, they play a pivotal role in ensuring that you have a consistent visual brand.
In short, designers will serve as the main ambassadors of your visual brand, making them ideally placed to ensure that core graphical elements such as logos are translated accurately across all print and online channels. They must also be tasked with the objective of paying attention to smaller and less obvious details, such the typography and fonts that are used to share strap-lines, primary messaging and tertiary communications.
Make no mistake; a consistent and conscientious approach to graphic design is central to your brands success, particular as you look to optimise awareness and cultivate loyalty among your consumer base.
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It Establishes a Colour Palette That Works Across All Channels
The colour palette of your brand is usually defined by the shades that define your logo, with two or three primary tones that gradually become synonymous with your company and its proposition. These are conceived by your graphic designers, who must create a palette that is psychologically effective and capable of commanding attention within a crowded marketplace.
Not only this, but your design team must also develop a secondary colour palette, which includes different shades and variable tones that compliment your logo. These add depth to your visual proposition, while establishing a brand guideline that helps others to apply colours consistently and help with brand recognition.
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It’s Build a Library of Graphic Elements
The cultivation of a successful, visual brand relies on diversity, as it must be underpinned by a carefully collated library of elements that have been consistently designed and relate directly to one another.
It is the role of designers to build this library, while also establishing guidelines that dictate how individual elements should be used in conjunction with one another. They bear the responsibility for managing this process, and establishing interconnected, visual campaigns that are stylish, fluid and capable of resonating with customers.
This not only builds the foundation for a solid brand, but it also makes it growth and maintenance a seamless task.