Designer, Brand Thyself: our new look

It has been said that the hardest client to work for is yourself. This past year we have developed a new branding for our stationery, web site and sales materials, and now we know this proverb is true.

For our new branding we naturally had to use something from the World War II era to be consistent. And, with our emphasis on design as communication, we settled on the military “code-letter” matrix used by the intelligence and communication corps. We want you to know that design can “decode” your corporate message to be easily understood by your target audience. That is also why our new tag line is “turning information into communication”.

The new Design Corps web site, www.designcorps.us, can be accessed by clicking on the picture below. In the coming weeks we will have even more information and resources useful to buyers of design and creative services.
The results of our new self-branding efforts are seen in all our communications. Shown here are our website, stationery and sample card. We hope they communicate not just our passion for design but our philosophy as well.

Copyright 2007 © Design Corps, (630)761-9650

The 3 Cs of Design

You should consider three general aspects of design, which are described in Design Basics Index. They address the audience and the purpose of design.

1. Concept—abstract elements of theme, connotation, message and style. These intangible ingredients of a design or image are critical to its visual presentation and delivery of message.
   
   
2. Components—the visual elements used within a design. Photos, illustrations, icons, typography, linework, decoration, borders and backgrounds are all components.
   
   
3. Composition—the way in which the elements of a design are visually combined and arranged. Composition takes into account placement, grouping, alignment, visual flow and the division of space within a layout.

..............— Jim Krause, Design Basics Index,
................. (How Design Books, Cincinnati, OH, 2004), p.10


Copyright 2007 © Design Corps, (630)761-9650

What are you conveying?

What is the true measure of design? Many critique the elements of design by starting with preferences about color, type, or layout. But the true starting place for judging the value of design is conveyance.

‘Conveyance’ may be defined as n 1: a [legal] document effecting a property transfer 2: the transmission of information 3: something that serves as a means of transportation.

In design communication, conveyance means that each aspect of a design (text, color, components or images) can be used to help transfer the message or theme to the audience—in short, to communicate. It is more important how the audience interprets the design, rather than how you personally like it.

The designers job is to communicate your message. Some times this requires analysis, sometimes intuition. But, however it is accomplished, three things must happen:

1. Conveyance requires research—
   the audience must be known, not just identified.
   
   
2. Conveyance requires creativity—
   the design must stand out in order to be noticed
   
   
3. Conveyance requires coordination—
   each aspect of the concept, composition and components needs to be centered on the audience and purpose.

Copyright 2007 © Design Corps, (630)761-9650