Job No:01077 Title:The fundamentals og Graphic Design
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Design groups
A designer’s main route into design practice and
gaining practical experience is to obtain an
i
nternship at a design studio after completing art
college. When choosing which studios to apply to it
is worth considering aspects such as size, areas of
expertise and creative thrust. For example, a large
design group may have more staff, bigger offices and
higher overheads than a smaller studio, which will
impact on the type of work they undertake. A large
agency may be too expensive for smaller companies
to commission, while a smaller agency may not be
able to handle the demands of a large account.
Clients tend to look for design studios of
sufficient size, experience, skill and reputation to
match their needs. On top of creative skills and
credentials, administrative support and workflow
management also need to be considered as a
mismatch may cause severe problems.
Designers tend to have a feel for the type of
company they are comfortable working for. Some are
drawn to big-brand clients involved in many different
sectors that are serviced by bigger design agencies.
Others are drawn to smaller bespoke projects where
there may be more creative freedom. It is important to
research your choices well so that you stand a better
chance of matching your needs to those of a
prospective employer.
Group structures and working methods
A designer can fulfil various roles in different
environments and company structures. They can be
involved in many different activities and work with a
host of other creative professionals. Each design studio
has its own particular ethos, style, goals, influences
and culture. The following pages outline some of the
environments a designer can work within.
16 The Fundamentals of Graphic Design Graphic design as a discipline
Internship
An opportunity for a student to acquire practical work experience and the chance to apply the material learned in an educational
establishment. Internships typically take place during academic breaks.
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Job No:01077 Title:The fundamentals og Graphic Design
2ND
Proof Page:17
What is a graphic designer? < Group structures and working methods > Graphic design today 17
Faydherbe / De Vringer
This stationery created
by Faydherbe / De Vringer
makes use of two distinct
colours to reflect the fact that
the two individuals work
closely together within
the company, but have
distinct personalities.
Local, national and international design groups
The dominance of a design group in a particular
region has a significance that goes beyond the floor
space and number of employees it has. A small
agency in a provincial town will usually – although
not always – have a very different client list and
undertake different design activities from an
international design group. Both types of agencies
have strengths and limitations. A local design group
with its finger on the pulse of local culture can
provide a focused service that is in tune with current
trends. However, such an agency may not be equipped
to deliver an international solution, not due to lack
of creative talent, but because of structural reasons,
such as not having the scale to manage a big project.
An agency with experience in many geographical
areas would be better suited to this type of job.
Some design groups have offices in
several countries to serve international clients,
but still have to remain targeted and focused in
each of their locations.
For example, Research Studios, founded by
Neville Brody and FWA Richards in 1994, has offices
in Paris, London and Berlin. Designers in each of
their branches have local knowledge that combine
with the pooled resources, knowledge and
administrative strengths of an international company.
Another example is Pentagram, a studio originally
founded by Alan Fletcher, Colin Forbes and Bob Gill.
Pentagram has offices in London, New York, San
Francisco, Austin and Berlin, and each office offers
a team of partners with particular design
specialisations that can be pooled when necessary.
Having a group of experienced designers in each
location offers a multinational client company a
sense of security that a smaller company may not
be able to provide. Ironically, multinational clients
may at times seek avant-garde design solutions
and require maverick individuals or smaller design
studios to provide them.
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18 The Fundamentals of Graphic Design Graphic design as a discipline
Office size and work relationships
An office contains a complex series of relationships
between the different staff members and
management; there are different levels of control,
authority, freedom and formality independent of the
size of the firm. Large agencies can provide a range
of experience on large international projects, but as
they employ many people, a designer may only get
to participate in a limited range of activities.
However, large design agencies are likely to have
the capability to work on a range of different projects
in different media.
Working in a smaller studio may provide a
designer greater opportunity to work with the
lead designer or partner. This could mean more
involvement in the creative aspects and tasks
within design projects and the design process.
However, smaller agencies may specialise in
serving particular market segments or in working
with specific media, which may restrict the breadth
of work a designer undertakes.
It is important to match your aspirations with
the type of organisation that can provide your needs
in order to obtain personal and job satisfaction.
Hierarchies
Different design agencies have different structures
that range from the informal to a formal hierarchy
extending from the owner or manager, through to
head designers, art directors and the designers.
Other agencies prefer team-based structures that
include a writer, designer and programmer; some
operate more like a collective to encourage greater
fluidity, while others use a team of designers
surrounded by support staff, such as project
managers working with several designers.
Ground Zero viewing wall (above)
The temporary installation created by Pentagram for
The Port Authority of New York and New Jersey comprises
information panels at the memorial site of the former World
Trade Center. The wall is a grid of galvanised steel that allows
visitors to witness the site redevelopment. The names of those
who died in the 2001 attacks are listed in the recessed bays.
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Project manager
What is a graphic designer? < Group structures and working methods > Graphic design today 19
Design team Design team
Client
Account handler
Client
Account handler structure Project manager structure
Project managers work with both the client and
design team to ensure that a project progresses to
budget, schedule and brief. In addition, project
managers help to source copy, images and organise
photo shoots. A client typically talks to the head
designer about the design and the project manager
about costs. This division means there is potential for
a communication breakdown when decisions are
made without all parties being present. For example,
a designer and client’s decision to use a special
printing technique will have cost implications that
the project manager needs to know about. Excellent
communication skills are crucial – without them,
creative work cannot be effectively facilitated.
Account handlers and project managers
An account handler has a direct relationship with
both the client and the designer. The account handler
receives and helps to define the design brief, liaises
with the client, instructs the design team and
presents the design to the client. This structure
allows the design team to focus on responding to
the brief while the account handler deals with the
administrative aspects of the project and client
relations. A lack of contact between the client and
design team can result in a poor communication
of requirements if the account handler is not a
good communicator.
These hierarchical structures can be found in many large design groups, but they are applicable to small
companies and studios as well.
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20 The Fundamentals of Graphic Design Graphic design as a discipline
Freelancers
A freelancer is self-employed and hired on a
job-by-job basis by an agency or company. The
term originated from the Middle Ages when knights
without allegiance to any given lord were effectively
deemed a ‘lance for hire’ or ‘free lance’. Within
graphic design, a freelancer may have a specific
skill that is required in a given project, such as Flash
animation. At times, they are generalist designers
who prefer to work with greater autonomy and
freedom, relishing the challenge and diverse
opportunities of working for a variety of clients.
Freelance work can be culturally and financially
rewarding, although it requires dedication,
organisation and the need to constantly develop and
maintain a client base to ensure a continuous flow
of work. This often depends on maintaining excellent
service levels and a good professional reputation.
Registering with creative agencies for ad hoc jobs
is also helpful.
Ways of working
Many designers prefer the freedom and responsibility
of working in smaller organisations either as a
freelance, sole trader or part of a partnership, which
perhaps allows them to specialise in particular
design solutions. Working within a smaller entity
generally allows a designer to have greater creative
freedom and to be constantly involved in the ‘big
picture’, including working closely with the client.
Small-scale design organisations often become
well-known for having a particular design style, a
specialisation in serving certain sectors or in
working with certain materials.
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