DISTINGUISHING GRAPHIC DESIGN AND BRANDING

Graphic Design and Branding, the two professions and business terms that often we hear and talk about, especially if we are practitioners in the world of business. In addition to the many possible interpretations of the term equation, which is not necessarily all true or false, whether we've made time to see and understand the difference? In this paper the author will use the perspective of the users of graphic design and branding services (businesses). 

The following explanation has been described vividly by Sakti Makki, in his article published in Concept Magazine, Issue 7, 2005.

In accordance with the development of the world of graphic design in Indonesia, and from the author's own experience, is relatively difficult to meet business people (in general) who have never heard of or use the services of graphic design in building their business, either directly to those who sell these services as well as through such as ad agencies, ranging from logo creation, packaging design, posters to annual reports. Everything is the end result of a challenge given the job of the client based on a series of requirements that must be considered in the project in question.

We must question whether all of the work of graphic design is already answered all the essence of the requirements desired by the client and whether a logo (or other relevant form of graphic design) that was born because the job (with its very unique and distinctive) is a comprehensive answer and includes all explicit and implicit context of the work in question?

Often the writer heard a businessman say "I've got a new branding", pointing to the logo on his card and asked my opinion about "branding" new. Whether in the context of this "logo" (graphic design) the same intent and meaning of "branding"? Similarly, the example of "brief" from a client that outlines the need for "branding" new "brand" its (product / company), whether the new branding with new logo? Is if the brand Nike to "rebranding" or "brand rejuvenation" is synonymous with changing its logo? Is it only the logo needs to be in "rebrand" or the "Rejuvenate"? Let us see what follows that will better explain the differences of graphic design and branding.

Branding is a professional discipline that basic task is to transform and manifest an "entity" (product, corporate and otherwise) as a "man" is multi-dimensional. Divided into three basic elements: identity, expression and communication that are tri-single (3 to one and inseparable).

A new entity can be categorized as a "brand" if it has, and support "to the transcendent" (proclaim) the third matter to the "viewers" it. For example, Nike is a "brand champion" (identity) that visually express herself with a "swoosh" (expression) and communicate intensively and aggressively using the brand slogan "Just Do It" (communication) to viewers who want or has become a champion in sports.

Based on the description above can be seen further that the discipline of "branding" is a profession that required discipline to handle, describe and develop three basic components of an entity as a whole without being able to be separated. In the discipline of graphic design profession whose main focus is the development of creative visualization is based on the elaboration of identity which is usually prepared in advance by the client or other parties (marketing practitioners in the entity in question).

The next question is whether it is possible an "entity" to develop "brand" or "branding" his (rebrand, rejuvenation or otherwise) without having to change the expression? Of course. Garuda Indonesia is one concrete example where the entity is trying to change the image of "brand" without changing its "identity" of an eagle as we see today. The problems faced by the "brand" Garuda is his image, instead of visual expression. In this case a role is a program of "branding" that tries to answer and find the solution of the problem of "image" (identity).

In other words, branding should look at the problem from all angles while not graphic design. How about a politician who wants to "branding" his "brand" it (himself)? Should he have a "logo" which typically may represent his true identity, vision and mission or personality? Do make a "logo" of a politician is a necessity for the existence of portions of graphic design jobs? The author is very difficult to imagine what kind of "logo" of a Susilo Bambang Yudhoyono. A politician would be more easy to "branding" herself (by relying on public communication) through the construction of the name, image, reputation, role in society as well as strategy and long-term thinking for the sake of the nation. Communities will be more familiar with him through "proven track record" that was built through a strategy of "branding" a good and proven.

Both branding and graphic design are both very different professional discipline but related and very closely related. Every practitioner in the field of this profession has its own expertise and also the different business fields. The authors hope this paper can help readers and practitioners of other businesses to more clearly see the similarities and differences so that no longer occurs confusion in the interpretation and selection of services that are actually more needed by businesspeople as well as "entities" place of business is working.

Graphic design and business may be similar, certainly they are not the same. By this author would like to close this paper with the quote "We are Spiritual Beings on a human journey, not Human Beings in a spiritual journey"

ART DECO

Art Deco represents the rapid modernization of the world. When this style has spread widely and is already in the world [[fashion]] in America and Europe, the word - the word "Art Deco" was not known. Or 1925 modernistic style that became his name. Art Deco word itself began to emerge from a conference in 1925 at l'Exposition Internationale des Arts Decoratifs et Industriels Modernes held in Paris, France . The word Art Deco, including new terminology at the time, was first introduced in 1966 in a catalog published by the Musée des Arts Decoratifs in Paris which was then held an exhibition with the theme "Les Années 25". The exhibition was aimed at reviewing the international exhibition Expositioan l'Internationale des Arts Décoratifs et Industriels Modernes. Since then the name used to name Art Deco art, who was popular and modern. The emergence of the terminology on some more articles to make a name Art Deco exist. Art Deco getting a place in the art world with the publication of the book "Art Deco" by Bevis Hillier in the United States in 1969 .

On his way Art Deco influenced by a variety of modern streams, such as Cubism, Futurism and Constructivism as well as taking the ideas of ancient designs such as from Egypt, Syria and the Persian [1]. Although the Art Deco look like ultra-modern, in fact can be reviewed back to the days of ancient Egyptian tombs. In particular, the discovery of King Tut's tomb in 1920 opened the door wide to this style. A clear line, color - the color is strong and features - architectural features zig-zag shape added to the object - the object is placed in the tomb to entertain and enlighten the sleeping kings .

The Paris exposition serves as a useful bookmark but it wasn't the beginning. By 1925 numerous buildings incorporated elements That Would find Their way into the Art Deco style. Consider Eliel Saarinen's train station at Helsinki (1904-1914). With its four giant figures, EACH holding a globe of light, it is the very essence of Art Deco.

Paris Exposition really - really a scourge, but it was not initially. In 1925 many buildings apply the elements - elements that go to the Art Deco style. An example is the Railway Station Eliel Saarinen in Helsinki, Finland from 1904 to 1914. With four giant figures, each figure has a Globe of Light or light bulb, which is essential for the Art Deco

Sources and attributes
generally regarded as a kind of eclectic modernism of elegance and style, which influenced a variety of sources. Among them are the traditional art of Africa, Egypt, or Aztec Mexico, as well as Machine Age or Streamline technology such as modern aviation, electric lighting, radio, and building skyscrapers. The effect of this design shown in fractionated, crystalline, form of decoration facet Cubism and Futurism, in the container Fauvisme. Other popular themes in Art Deco were trapezoidal shapes are, zigzag, geometry, and the form of puzzles, many of which appear on the work at first. In line with these influences, Art Deco was characterized by the use of materials such as aluminum, stainless steel, lacquer, inlaid wood, sharkskin (shagreen), and zebra skin. Use of this form of multilevel bold, sweeping curves (unlike the sinuous, natural curves of the Art Nouveau), chevron patterns, and the radiant sun motif is typical of Art Deco. Some of these motifs often appear at this moment-for example, radiant sun motif in different contexts such as women's shoes, radiator grilles, the auditorium of Radio City Music Hall, and the top of the Chrysler Building.