Isn’t Graphic Design just picking a piece of clip art to match with your company name?
For some people, it is. Most people think of graphic design as nothing more than picking a piece of clip art and pairing it with a company name. Graphic design, when done correctly, is quite a bit more than that. Graphic design should use visual tools to elicit a response from its viewers. This is done through the use of lettering (typography) and graphic elements (lines, dots, pictures) to convey emotion. The incorrect use of these elements will give people the wrong impression of your company, and this can deter your potential customers.
Graphic design, by the definition provided by Merriam Webster, is “the art or profession of using design elements (as typography and images) to convey information or create an effect; also : a product of this art”
The important part of this definition is to create an effect or many cases cause an emotion. This emotion is tied to your brand or service. A lawyer may want to project stability and professionalism whereas a florist might want to project romance or sentiment.
So does a logo has a lot to do with graphic design?
A logo is part of something called the corporate identity. The corporate identity extends well beyond logos. It extends into every facet of your business. From business cards to signage, from packaging to commercials, graphic design is integral in how your company presents itself. Good graphic design is what makes Tiffany’s blue boxes so special, and what makes UPS brown, and makes a simple abstract apple with a bite missing, one of the powerful brands in the world.