Hand drawn illustration, prominent typography and variable fonts, bright, bold colors are all trending in graphic design this year. If you missed out, read our previous blog “What’s Trending in Graphic Design Now.” But there are also a few other continuing and emerging trends —including original photography and image treatments, minimalism, retro and vintage looks, and minimalism.

Let’s explore those now.

The discipline of graphic design is not easily defined. It’s dynamic — always changing, fluid, and eager to embrace the next big thing (or to at least give it a try). And as design evolves, trends take shape. Last year, we saw the development of some distinct trends in design — particularly as related to the use of graphics for websites and social media. Some of these will still be hot in 2018, and there are some new trends emerging, too. Let’s take a look!

Typography is often referred to as the backbone of design. And, as we continue to evolve into a mobile-first world, typography is becoming increasingly important to our communication efforts.

Ten years ago, designers were focused solely on choosing typography for websites and digital marketing that looked good and functioned well on desktop technology. Today, they also need the fonts they select to be compatible with an increasing variety of screen sizes — including desktop computers, tablets, and mobile phones.

Have you ever come up with an ingenious food combination that most people wouldn’t think could possibly be good? Like the classic potato chips-in-sandwich union? Or the broccoli and Cheetos bowl? Don’t forget the Sriracha and peanut butter burger (we’re very serious).

Just like these unique combinations, graphic design and marketing are two very distinct disciplines — which together can create something magical (like a grilled ham and Doritos sandwich).

The best creative work comes out of a strong partnership between you and your creative branding agency. You provide the overall direction and objectives; they provide the experience and talent to achieve them. Clearly defined roles—and commitment from both parties to their particular roles—create great results. In other words, concentrate on what you do best and let your creative partner concentrate on what they do best.

Explain Your Business’s Organization
Much of your direction will be subject to interpretation. The more your creative team can learn about your organization, its structure, and its personnel, the more accurate their interpretations will be. That said, the very first step is to get the agency up to speed with how you and your business work, who’s who in your command structure, and how your approval process works. The more people you allow to have a voice in the final decision, the more viewpoints and opinions you will need to process. Try to limit the number of people who can review a project. To avoid conflicting opinions or messages, have one person act as the clearinghouse for all project communications. Have all messages to your creative partners come through that one person, whether it’s you or a designated member of your team.

Many elements are included in the creation of your corporate identity system: your logo, specific typestyles and configurations, additional graphic elements, a specific photographic or illustrative style, a company slogan (or tag line), a corporate voice (writing style), and a corporate color palette.

Of all of these elements, one of the most difficult (and subjective) choices your will make is your color palette.

If you’re working with a professional graphic design firm or creative agency, they will guide you in the right direction by asking you questions about your business and goals and present you with color palette choices based on a variety of factors. Among those to be considered are:

Is your new company ready to build a brand identity? Do you want to give your existing brand a new image? Most people think think this means you just need a new logo.

And, while a logo is one of the key elements that you will invest in when building your  company’s overall identity system, it is not your entire brand.

But where did the idea of a logo as a brand come from?

Great corporate branding for businesses takes a mix of creative brand strategy and superlative graphic design. The combination of meticulously crafted visual imagery, carefully selected colors and typestyles, and just the right words can communicate with others in ways that can't always be articulated. The branding—an emotionally connective experience—helps us return as customers again and again. The ideal brand identity speaks to the head and to the heart, connects with customers, ignites imaginations, and builds loyalty. 

But how do we come up with that great brand identity? Do you hire a creative services company to create a logo design and take care of everything?