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Home Page What we do for you Integrated Solutions Training Programs Professional Services Case Studies How much does it cost? Talk to us now The Profit Clinic Contact us Marketing Branding Corporate Identity Market Communication Advertising Graphic Design Customer Relations Direct Selling		Graphic design evolved naturally from the old and honourable discipline of "commercial art", which was a limited concept that's been replaced by the term "graphic artist". Graphic designers and graphic artists are different, just as architects and architectural drafts people are different, or doctors and pharmacists, dentists and dental technicians. Their roles are complementary, but one is strategic while the other is tactical. Design is nothing more (nor less) than problem solving. A graphic designer solves visual communication problems. A graphic artist then implements those solutions so they can be put into practice. Both are necessary and valuable. Understanding their respective roles will help you avoid common mistakes. A pharmacist isn't allowed to prescribe medications for patients. Only a doctor can do that. The doctor diagnoses the medical problem and prescribes the remedy. The pharmacist formulates the medication according to the doctor's instructions. Hiring a graphic artist to solve a visual communications problem, such as creating a powerful corporate identity program, is like hiring a draftsman to design your dream home. They simply don't have the required level of training and creative experience to do the job properly. I'm an experienced graphic designer who has also taught graphic design, visual communication and art direction (and graphic art!) at two of Australia's largest universities.
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