1_2_process1

1_2_process1 - graphic design 2 DESIGN PROCESS 1 Paula...

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graphic design 2 DESIGN PROCESS 1 Paula Scher, Initial Citi logo sketch
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BRAND PROCESS ± Design is a process Designer to client interaction Positions in a design firm Applying the process
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MANAGING THE PROCESS ± Client side Individual or group of individuals with whom creatives will work to establish brand identity Can include owner, founder (small company); CEO, director of marketing and communications, public relations, inhouse art director.
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MANAGING THE PROCESS ± Design Firm/Designer’s side Depending on the size of the firm or studio, project manager can be a specific individual (brand specialist) and involves marketing experts, senior creative director, senior designer, designers. Design Studio, Advertising Agency, Publishing House, In-House Design team » Designing Brand Identity, pages 54-57, 60-61
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MANAGING THE PROCESS ± Design positions Principal/Owner Creative/Design Director Art Director Senior Designer Designer Entry Level Designer Print-production artist Web Designer » http://www.designsalaries.org/
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MANAGING THE PROCESS ± Owner, partner, or principal An owner, partner, principal holds an equity position and has major business responsibility for a firm having employees ± Creative/design director A creative director or design director is the creative head of a design firm, advertising agency, or an in-house corporate design department. In all of these areas, key responsibilities can include the development of graphic design, advertising, communications, and industrial design publications ± Art director The art director establishes the conceptual and stylistic direction for design staff and orchestrates their work, as well as the work of production artists, photographers, illustrators, prepress technicians, printers, and anyone else who is involved in the development of a project. The art director generally selects vendors and, if there isn’t a creative director on staff, has final creative authority
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MANAGING THE PROCESS ± Senior designer The senior designer is responsible for conceptualization and design of solutions from concept to completion. In some firms, a senior designer directs the work of one or more junior designers who generate comps and create layouts and final art. In some cases, senior designers do not manage staff but are designated “senior” because of their authority in design decision-making. ± Designer A designer is responsible for conceptualization and design of graphic applications such as collateral material, environmental graphics, books and magazines, corporate identity, film titling, and multimedia interfaces, from concept to completion. ± Entry-level designer An entry-level designer is one to two years out of school and requires mentoring in all aspects of design conception and implementation
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MANAGING THE PROCESS ± Print production artist A print production artist has a working understanding of layout, type, and color, and is able to take instructions from a designer and create a
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1_2_process1 - graphic design 2 DESIGN PROCESS 1 Paula...

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