Top 10 reasons to use a multi-disciplined graphic designer

Many multi-disciplined graphic designers will have some area of their business where they have great experience. Essentially they are an expert in one area of design, but have an interest/experience in all things design. They see all  materials as tools for their design work and have likely experimented with materials and different media types in their own time. So when it comes time to working on a project, they may very well have experience in; materials, media types and styles of design.

The following are general points about what a typical multi-disciplined designer can achieve for their valued client. Some of these points are not necessarily specific to multi-disciplined graphic designers, however they are common with most.

Generally speaking; A multi-disciplined graphic designer will:

01. point out where there are cost saving opportunities.

02. have knowledge of what marketing techniques have worked on previous projects and why they have worked.

03. have knowledge of printing pitfalls and can warn you of potential rookie mistakes  - which in turn can save money and heart ache.

04. have a rich resource of specialists in a large cross section of creative industries; including trusted; copywriters, photographers, printing companies, fabricators, engineers, trade mark attorneys, finishing companies, seo specialists, digital developers and more.

05. know where their strengths are and will quickly communicate if they can or cannot do what you need done.

06. have a problem solving attitude where others may flounder under pressure.

07. have a great sense of timing for critical deadlines.

08. provide you with a variety of options - all which will work.

09. have a well orchestrated business methodology.

10. be an exceptional communicator having dealt with a vast variety of industries and clients.

And one extra.

11. will be able to make recommendations on situations based on their diverse knowledge.

Suggestion: As a potential client, the next time you approach a multi-disciplined designer - and before providing a brief - ask them how they would approach something like you are attempting to undertake from a business perspective. You will quickly gain a measure of their ability to either provide the status quo or build your business around effective work and thinking. They may even provide you with a better opportunity.

As mentioned, a multi-disciplined graphic designer deals with a great diversity of businesses and their management. They see consistencies and differences in the way businesses operate and what businesses want and need. They are a great asset to all size businesses as their task is usually to simplify and problem solve in areas where they have hands on knowledge.

Looking to work with a trusted multi-disciplined graphic design service in Melbourne Australia? Contact Girling Design.

What's important with logo design?

As a design studio with a focus on corporate branding, we are often asked, 'what is important to consider when designing a logo'?

Here is our current take on this question.

Logo design is often either 'logo-text' (logo-type) combined with a symbol. Designers often refer to the symbol associated with the 'logo-type' as the 'logo-mark'

When they are combined - they are the logo.

Logo-text on it's own can also be referred to as a logo or as Logo-type.

The logo-type is something which requires as much consideration as the logo-mark.

If both the logo-mark and the logo-type are complex, then the combined effect can be busy and low impact.

Often people attempt to make a logo-mark into something which is more like a pictogram rather than a memorable design element.

From our perspective we aim to keep logos; bold, timeless and memorable.

Bold doesn't necessarily relate to the font - it is more about the overall impact of the combined elements. To us, it refers to the iconic nature of the design.

Timeless: means that you don't want to run with something that simply follows a trend which may have already passed it's used by date.

Timeless also refers to the concept and the idea behind it. It speaks to the general look and feel, the font selection and the iconic nature of the design.

Iconic doesn't necessarily mean simplicity. A very complex logo-mark can be iconic. And so can a very simple and stylised logo-mark.

Memorable: refers to the iconic nature of the design. Does it leave an impression and can you remember it more than any of the other sketches you have done.

We believe that the memorable nature of a logo is the most important thing for the logo to be. We believe that the best logos are the ones which stimulate a passionate and emotive response. And too often logos are at the mercy of a a group decision where the decision makers are forced to decide on the least controversial design. We often encourage the most memorable approach as long as it satisfies the brief and encapsulates philosophy or style of the company within the concept.

Practical design

Think of where the logo will be displayed.

If the logo is to only ever appear on the front of the building, then take this into account in terms of what might be the best layout for the logo. Should it be tall, short, long, wide etc. But if it is to be applied to multiple elements, then take a good look at what they are and consider how to best prepare. Does the platform need to change or should the logo adapt to the platform?

Do not attempt to encapsulate everything into the logo. The logo combined reflects the company in the same way that a signature does for a person. 

The signature always has the name of the person neatly typed above it on a form. But often the signature itself is illegible. That's not a problem.

Logos don't need to be literal interpretations of the services provided.

For example, you don't need to use a plate of food in your logo for a restaurant.

Look at the clothing brand Lacoste. Their logo is a Crocodile. It is not a pictogram of a T-Shirt. There is a difference between a pictogram and a logo.

For some reason, the Crocodile for Lacoste communicated something intangible about the products the company would sell. To me, a Crocodile is strong, stealthy and iconic. They are arguably the only survivors of the golden age of dinosaurs. Perhaps this is how Lacoste sees their male customers and themselves as a brand. Resilient and timeless.

But how does a designer come up with the Crocodile. Wouldn't it be easier to just draw a T-Shirt? To answer that one, I can say yes, but the crocodile does something much better. It becomes a message and it tells a story  - and at the same time it is bold as a concept, timeless as a concept and memorable as a concept.

This then comes back to the companies philosophy and how they see their customer. Perhaps more importantly - how they resemble their customer. They place their flag in the ground to say - this is who we are. And all those who resemble or relate to that idea can be drawn towards their brand.

And look at Nike - their logo-mark is a tick. Why a tick. A tick is a way of saying - done, completed, correct, right, next, positive, decisive.

It's not a picture of a shoe.

A logo is at it's best when it is at it's simplest. It does not need to be recognisable as anything other than itself.

While the text in a logo needs to be readable - the logo-mark can actually be abstract and it can also be a stylised element. As long as it communicates something about the brand via the company philosophy.

For example - an abstract element might look highly considered and precise - or it might look whimsical and flamboyant. Or it might look fast and brash. You can imagine how an abstract shape can actually communicate something and can also be very memorable.

When you combine a design technique with something that is recognisable, then the logo can have a dual impact of both the creative approach as well as the concept. For instance - is the Lacoste crocodile in terms of the creative style of the drawing; highly considered or brash?

With logo design - It's very easy to get stuck on one idea  - especially when that idea is pretty ordinary.

Make sure that your ideas and approaches are very different to each other.

Not only in the concept, but also in the creative execution.

If you can't think of anything, look to the smallest detail, a crop, a texture, a pattern, a colour or change to a different pencil.

Looking for a bold, timeless and memorable branding agency in Melbourne. Contact Girling Design.

Offering your service as packaged services

When a service is offered as a package, it does not mean that it needs to indicate the price of the offering. In my opinion, the moment price is indicated, the service is somehow converted into a commodity. For some businesses, this is a must - and for others, this should be avoided.

When do I avoid presenting my company prices online?
• Where services are consultative in nature.
The allowance here might be that prices could be presented online for fixed components of the service. Other elements of the service which are deemed to be tailored can be easily withheld or indicated as an on request statement. Or an average price may be provided where it is absolutely necessary.

When do I present my company prices to the public?
• When your company is offering a commodity style product or a fixed price product or service.
• Or when an average price is provided to provide as a ballpark price.
• When there is no other way to differentiate your service from your competition. (unlikely).

If all your competition are basing their point of difference on price - then there is a massive opportunity to differentiate. It can sometimes be quite easy to differentiate in this scenario.

Differentiating is standing out rather than blending in. It is short sighted to think that price is the only factor determining engagement with your business.

Girling Design has indicated some package offerings for logo design and development for businesses, corporate companies and executives. Our package offerings are tailored to average requests and are designed to assist clients understand some of the approaches to design. While we do not provide prices, we do provide a consultative style of design services.

Writing up the information as packages also has an advantage in that text is more likely to be read by the customer. This is due to the customer seeking out if one of the packages is suitable to their own needs or if a more tailored approach to their needs is necessary. Package offerings can provide the customer with a clearer indication of their own needs and can better define your own services in the customers mind.

Presentation folder design - graphic design services

This was a great corporate services graphic design project for our client looking to present a variety of services within one presentation folder.
It is easy to think of a presentation folder simply being a logo plonked dab in the middle of a white back ground when it comes to a design. But a presentation folder can look so much better with a bit of finesse and photography. Presentation folder graphic design by Girling Design

Brand Resonance - what does it take?

It takes a brand that is continually distinguished by being the unifying voice of an existing shared emotion or belief. Their products or services by association naturally become a meaningful symbol that allows the consumer to feel like they are the ones championing the belief.
Nicholas Girling

How to write for a web page

In many cases, selling services on the internet is simple if some basic principles are applied. It is important to consider that the internet is not like a brochure. You don't have a captive audience. i.e. It is very easy to move on to another web page or simply dismiss a company because of a minor negative with regards to communication.


The main difference between paper based brochures and internet pages with information (besides the obvious) is the almighty search engine.
People find web sites based on searches. If the objective is to attract more customers then taking this into consideration is important as it should affect the structure of sentences and the structure of headings on your web page.

many people search for specific things
The result of the internet having search engines is that people can find very specific things. And they usually do. Generally speaking we have found that most people actually search for specific things in their searches on search engines.
When you are creating your next heading for a page, consider what people might be searching for rather than what you believe it should be titled.

Paragraphs
Several companies web pages jump right in and start writing about them selves and then wonder why everyone is ignoring them.

Have you ever been out somewhere and the person sitting next to you starts every sentence with the word 'I', 'My, I'm, I think, etc, etc. I have, and it can sometimes make for a boring outing if you are stuck.

I'm sure we have all done this to others. I am certainly guilty.
Think of this concept of 'me-ness' as the text in your company 'about us' statement.
Even though the 'about us' section gives your open slather to plonk in your company name a dozen times,resist the urge. And that also goes for many of the other pages on your web site. And this does not mean to replace your company name with the word 'us' or 'we' etc.

In the context of a web site where the company is selling their services, it is often important to remind the reader what it is like to not have the service. i.e. It's not always about selling the benefits, sometimes it's best to begin by selling the pain of not using the service.

Paul Rand on design