ABSTRACT
This chapter begins with the recognition that graphic design surrounds us. Whether consumed actively or passively, we are bombarded with visual images. As consumers we are presented with images; as designers we have the potential to create images. Our role as designers is tied to the reasons why we communicate: to inform, to inquire, to persuade and to entertain. Discussion then shifts to the basic elements of design, lines and shapes, and their ability to possess and communicate meaning. The distinction between symbols, logos and signatures is covered before their roles in company branding are highlighted. Such designs may remain consistent across a company's history, or may change as a company grows and reinvents itself. The chapter concludes with discussion questions based on the following topics: reasons why we communicate and everyday symbols. End-of-chapter activities involve giving meaning to a simple shape and assessing the impact of font on a logo.
