The Graphic Designer working in a corporate or industry setting in responsible for filling the function of designing and developing graphics for a variety of the company's artistic and publication needs. The individual in this position is usually part of the advertising and promotion department. He or she consults with the research and sales departments as well as with management during the course of carrying out his or her job.
It is the responsibility of the Graphic Designer to develop graphics that are creative, innovative, appealing, and memorable. The individual has varied duties depending on the type of business he or she is working in and the structure of the company. Graphic Designers working in corporations can work in almost any type of industry, from manufacturers of consumer-oriented products and food companies to book publishers and record companies.
One of the main functions of the corporate Graphic Designer is to develop designs for the company's packaging. Package design is important to all companies. It is another form of advertising for the product. When the product is on the shelf in the marketplace, the package must catch the eye of the consumer in order to sell. He or she will be responsible for developing the creative concept, which might include the most effective shape and color or the artwork appearing on the outside of the box or packaging.
If the Graphic Designer is working for a book publisher, for example, he or she may be responsible for designing the way the interior of books look and choosing the correct type, book jackets, and book displays. This completed work helps sell the product in the store. Individuals working as Graphic Designers in record companies may be responsible for designing record jackets. Whatever the industry, the job is similar.
The Graphic Designer may be required to develop corporate graphics. These could include logos, stationery, envelopes, order forms, labels, sales tags, and calendars. Designs are not limited to paper products. The individual may have to design the logos and messages on the sides of company trucks that will be moving the corporation's merchandise. The whole purpose of this creative effort is to design something that represents the company in a positive manner. The individual constantly tries to develop designs that will make people think of and remember the company name and what it represents.
Graphic Designers are often responsible for developing the design of brochures, booklets, pamphlets, posters, billboards, or the art in advertisements. The individual may be required to design promotional material. This could include items that help to advertise, market, or promote products or services. Examples include point-of-purchase promotions, signs, display racks, and shelves. In designing all advertising and promotional pieces, logos, and packaging, the Graphic Designer must always try to keep the image of the company prominently identified. He or she usually tries to keep the design of all product names, graphics, and logos closely tied together so that customers will relate the design to the company. If, for example, Campbell's soup constantly changed its logo and the color of its soup cans, customers might not identify the right brand of soup - or, worse yet, might not be able to locate the brand on the shelf. That is why so many store or generic brands look similar to nationally marketed brands. Advertising departments tell Graphic Designers to design labels that look the same as those of publicized brands in the hope that customers won't notice the difference.
Often, the Graphic Designer is required to come up with a number of different package designs, logos, or advertisements. The research department takes the samples and testmarkets them. After the results are in, the Graphic Designer finalizes the sample that tested the most effectively. Depending on the size of the corporation, there may be only a single Graphic Designer in the company, or there may be a large pool. The Graphic Designer works normal business hours. He or she may work late or develop designs at home when a project is due. The individual is usually responsible to the art director of the corporate advertising and promotion department.
Individuals entering the corporate world in this position may earn from $23,000 to $30,000 annually. Talented Graphic Designers who have a great deal of responsibility and those working in larger corporations may earn up to $45,000 a year. Individuals who have proven themselves by developing outstanding logos and graphics that are identified with the company may earn $50,000 or more.
Employment prospects are good for Graphic Designers who want to work in corporations and industry. There are companies, large and small, located throughout the country that offer job possibilities. Many of the larger corporations have a dozen or more individuals working in the department. Individuals may often obtain jobs by demonstrating that they have the skills, if not the experience. This is done by exhibiting samples of work in the form of a portfolio.
Advancement prospects are fair for Graphic Designers working in the corporate world, depending on how the individual wants to climb the career ladder. The Graphic Designer may become the assistant art director for the advertising department in the same corporation where he or she is currently working, or possibly at another company. The individual may want to advance his or her career by remaining a Graphic Designer but locating a position in a larger, more prestigious corporation with additional responsibility and a higher salary. The Graphic Designer might also move up the career ladder by seeking a higher-paying position in an advertising agency.
Many, if not most, corporations require a four-year college degree with a major in art. There are a few jobs that only require art school training. In order for the individual to advance in his or her career it is often necessary to have the college degree. Courses in all facets of graphic design are necessary. Other helpful courses and seminars include package design, advertising, photography, and corporate identity.
Graphic Designers working in corporations should be creative, artistically talented people with an innate sense of design. Individuals must be skilled in all facets of art. These include sketching, drawing, and painting. The Graphic Designer should have a working knowledge of pasteups, mechanicals, typography, color photography, computer graphics software, and desktop publishing.
An understanding of the type of industry the individual is working in is necessary. The Graphic Designer often relates to management and other departments within the framework of his or her work. It is imperative that he or she be articulate and have good communication and interpersonal skills.
Graphic Designers working in corporations do not belong to a union. Individuals may be members of a number of trade associations that can put them in touch with others in their field, often provide training and seminars, and offer professional guidance. These might include the Graphic Artists Guild (GAG), the Art Directors Club, Inc. (ADC), the One Club, the Society of Illustrators, the American Advertising Federation (AAF), or the American Institute of Graphic Arts (AIGA).
1. Put together a portfolio of your best work. Make sure it is neat and creative. To get almost any job in this field, you will need this portfolio.
2. Join trade associations. Many of them offer to critique your portfolio and give constructive criticism on making it better.
3. Try to locate an internship or training program. These are most often found in the very large corporations. Write and inquire.
4. You might consider a part-time or summer job working in a corporation, manufacturing plant, or other business. This will give you hands-on experience with corporate life. While working there you will be able to see the way corporations run from the bottom up.
5. Make sure you're comfortable using a variety of computer graphics programs.
6. Check out openings on the Web.
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