The Role of Design

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The Met – Brand+Soul blog post

The Role of Design

I read an interesting article by James Greenfield. I agree with his sense of indignation – and that as an industry we need to stand up for ourselves. I also think that it is largely down to helping clients and the community at large to better understand the process of design. Whether as a designer or onlooker, if you regard a ‘logo’ in isolation, you are missing the point. A logo is one small (yes, important, but small) aspect of visual identity – and visual identity is about communicating what a brand stands for so that it connects with the right audience and empowers employees. Innovation lies within the thinking that links creative output with business strategy – design is not ‘colouring in’ (a small bugbear of my own as you may already know) – design has the power to transform business, driving performance and delivering competitive edge.


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