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?
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"
