There’s a whole lot of controversy going on in the design community from the latest Gap logo redesign. But, why? Is it because of its familiarity? It is their strong brand presence? Is it the twenty-somethings screaming the loudest? It IS the only Gap logo they’ve ever known. Don’t companies have the right to evolve or change? Are they just simply off-target?
Recently, I’ve heard the question, does a graphic designer need to have an understanding of marketing? Well, quite simply – yes. If you don’t have an understanding of how to market, whether it’s a packaging design, a promotional message or a website, you can’t adequately direct someone to take action – or even care, from interacting with your design. Now, don’t get me wrong. I’m just like any other red-blooded creative guy, ready to run away screaming at lengthy PowerPoint decks and dozens of statistics-laden spreadsheets. But, there is definitely some use to all that drab information, and you just need to know how to process it in your own way. It’s marketing on your own terms.
Even with all the technology we have today, the business card still endures. It serves as the mini-billboard ad representing your business well after you meet someone and go your separate ways. The right look and feel can often make or break your potential opportunity for business in the future.
I just completed a logo and illustration for the organization, Lions Club International. As in my case, you are probably familiar with the name, but not always up to speed with who they are or what they do. Every time you drive into a new city, you’ll see the LCI seal on the community’s Chamber of Commerce sign along with the Rotary Club, Elks Club and others.
About four years ago, I got involved in a project that I had little knowledge would work its way into such vital importance. With so many green issues coming into the news these days, it’s hard to keep up with everything. With this, I had an opportunity to give back to the community and help out a worthy cause—ocean conservation.