Who Are You? – Graphic Design is Storytelling.

Graphic Design is the behind-the-scenes art of combining words and images in dynamic and distinct ways. When we tackle graphic design here at GBS, our job is to give each of our clients a unique and personal brand that is consistent across all forms of media. Doing that entails logos, promotional images, business cards, flyers, and everything else print or digital used in marketing the company. The challenge that we face in doing so is making sure that for every new project that comes across the desk, we create those assets in a way that speaks specifically to that client. Nothing is quite as boring as a brand identity that looks generic.

The way we go about making sure each client has that clear and unique personality is by focusing on the art of storytelling. We’ve all told a story at some point in our lives, and graphic design is often that act of capturing a STORY through all the elements that go into creating a brand. We start by asking ourselves just what our clients’ story is. We break down the essence of a company as if we were thinking about the main character of a story: Who is this company? What do they do? Why do they do it? What kind of person/people are they? Where are they from? Are they straight-laced and serious? Are they freewheeling and fun? Are they youthful or mature? That’s where we start the journey of developing a brand visually. Who, what, where, when, how, and why. Familiar questions we all know very well.

In the case of LOGO design, this then prompts even more questions, such as what colors speak to this personality? Is the company a conservative financial organization? Bright pinks and loud colors probably aren’t what they’re looking for. But those vibrant and energetic color palates might just be PERFECT if the company projects youthful energy and excitement. What typefaces automatically give customers an impression of the company’s character? Does this company project strength? Bold, sans-serif typefaces that are classic and old-world may best suit the company, whereas a weathered font evokes the feeling of antiques and small-town charm. Whatever it is, it all needs to come together to tell a clear STORY. It’s all about that story and how it comes across. Because at the end of the day, the best stories are all about who we are.

So, who are you?

Written by Blog Contributor: Dee Fish