Branding is a type of corporate design that focuses on the visual identity of a company or product. These designers must be in tune with the marketing message a brand wants to send, as well as the target audience they wish to reach. Every aspect of branding design must align with these goals, as well as fit into the larger aesthetic of the company or organization. Consumers’ perception of a company is often driven by their branding, so graphic designers in this specialty put all their skills to work developing a visual brand that will connect with the target audience and project the right message about the company.
The digital age may have changed the world of graphic design, but that doesn’t mean there’s not still a market for print! These graphic designers specialize in creating work that is meant to be viewed in a physical capacity. From billboards to business cards, these designers are able to create digital designs that go beyond the screen and translate well to the physical realm.
Environmental graphic design combines basic design principles with elements of architecture and landscape design to create signs, maps and other visual elements that people use to navigate the world around them. According to the Society for Experiential Graphic Design (SEGD), “It encompasses the broader notion of all communication in the build environment,” including visuals like digital text that appears on the exterior of buildings, museum exhibit layouts, and the upcoming development of “smart cities.”
Product designers use their creative prowess to research, design and develop new products. The types of products they create depends on which industry they work in, but it could include everything from toys to tools to technology. These designers conduct market research to make sure their product will appeal to the target audience and won’t violate competitors’ copyrights. Then they’ll create early illustrations and prototypes of their designs before they’re sent into production.
Graphic designers who work in the publishing industry typically work on books or magazines. They’re responsible for creating eye-catching covers that will appeal to the market audience, as well as designing page layouts that present information in a way that’s appealing and easy to read. They work closely with writers and editors to achieve just the right look for a project, whether it’s designing an eye-catching edgy photo spread for a magazine or selecting just the right font for the next bestseller.
Animation and motion designers use specialized software to create everything from cartoons to animated social media graphics. The graphics these designers create can provide entertainment via TV shows or video games, draw attention to a corporate social media account or help people learn through animated informational videos. Animation designers work with a team to take their creative ideas from rough sketches to fully animated creations.