1.) Type/Typography as Design
Type design the key element in typography which together are key elements to graphic design, marketing, and branding. Type design is the design of each particular typeface and typography is the design of put the typeface together into words. Little nuances in a typeface, such as making it sans serif or thickening the stroke, can dictate the direction of the typography design. Graphic Designers can use these collaborative aspects to emphasize a logo or create an entire ad layout. The type design and typography can be used together to create a type logo, like Google or Pinterest, to accentuate an existing log, or to create an entire marketing ad created around the companies brand. Type design and typography are two base fundamentals for not only graphic design, but marketing and branding as well. Once you have decided on your brand direction, you can create a logo that conveys what the company is through an image. Once these two aspects have been finalized, a marketing plan can be created, followed by an ad campaign. At the core of this lies type design and typography design.
2.) Balance
Balance like type design and typography is at the core of design, marketing, and branding. Just touching on design, balance can be used in different ways to create different outcomes. Balance in design can be symmetrical or asymmetrical. Depending on the what the logo is portraying either option can be extremely useful. A symmetrical design can portray an imagine that says consistency, and repetition. A great example of a symmetrical balanced design is Starbucks. By looking at the Starbucks logo, one can assume that the coffee, experience, and service will be virtually the same at every location. Asymmetrical balanced logos can represent something that is cutting edge, risk taking, or innovating. Creating an asymmetrical logo can be beneficial to a company that is on the forefront of an industry or an outside the box thinker. A great example of an asymmetrical design is Apple/Mac. If the logo was just an apple without a bite taken out, one would assume that the company makes very consistent products without pushing boundaries or wondering whats next. Since the bite is taken out, one assumes they are looking for answers they have about the future of their industry. Because the bite represents a curiosity to find out the unknown. That to me is Balance in design.
3.) Intangibles
Intangibles in design are difficult to describe because they represent something that is vague and hard to value. The goal of the designer is to convey an image that makes the intangible seem tangible. Products that can seldom be tried out are intangible products, things such as travel, education, and health care. When purchasing the products a customer bases decisions off research, reviews, and the little voice in their ear, the design. When looking at hotels for a future vacation, the design of the ad campaign and logos are subconsciously speaking to you during your search. An ad of The picturesque beach view where you can relax in-between surf sessions while kicking back and sipping on one of those umbrella drinks, is a great example in intangible design that makes the viewer desire the location. They are things we cannot try but are perceived to be great with the correct design application.
4.) Flexibility
Flexibility in design means to me, being moldable and easily adaptable to change. A flexible design is one that can be used across a variety of campaigns or designs. Flexible design would be one that keeps the same feel throughout its uses but may tweak little things, such as color or product. An example would be for a soda or frozen yogurt company. The basic ad layout can be the same throughout, but the main subject matter and background color can change. Most soda companies have the same bottles for their line, as the flavor is the only thing that changes with the yogurt. Change the background color and product color to match the different flavor and the company has a very flexible ad campaign that can be easily interchanged.
