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A number of occupations are classified under the broad term of graphic designer. Graphic design career paths cover all ends of the creative spectrum. Many of these job descriptions overlap heavily. A Creative Directors job is to initiate the creative concept of a project and drive the direction of the project.
The role of a Creative Director is to formulate creative concepts, whether it is an advertising campaign, brand identity, TV commercial, marketing campaign. A Creative Director was often referred to the ‘Ideas Guy’ and works with a team of ‘creatives’ – art director, graphic designer, copywriter, film director to produce the concept and final production.
Art directors make sure that illustrators and production artists produce and complete their work on time and to the creative director or client’s satisfaction. Art directors also play a major role in the development of a project by making decisions on the visual elements of the project, and by giving the final say on the selection of models, art, props, colors, and other elements. Art directors need advanced training in graphic design as they often do artwork and designing themselves. However, an art director’s time may be consumed doing supervisory and administrative work.
Art production managers or traffic managers oversee the production aspect of art to improve efficiency and cost effectiveness. Art production managers supervise artists or advise the supervisors of artists. Creative directors and art directors often assume the role of art production managers, especially when production cost is not a critical enough concern to designate a manager for the specific role.
Brand identity design is concerned with the visual aspects of a company or organization’s brand or identity. A company’s brand identity can be represented in terms of design through a unique logo, or signage, and is then often integrated throughout all the elements of a company’s materials such as business cards, stationery, packaging, media advertising, promotions, and more. Brand identity may include logo design. Brand identity development is usually a collaborative effort between creative directors, art directors, copywriters, account managers and the client.
The job of a logo designer is to provide a new and innovative way to express the key points of a company through an image. Logo designers take the information given to them by the client and work, using their own creativity along with marketing strategy to find an appropriate image that their client can use to represent what they are trying to encourage, sell, or what they are.
It is not likely that a company will specialize in logo design or have a position for a designated logo designer. Art directors and graphic designers usually perform logo designs. Illustrators conceptualize and create illustrations that represent an idea or a story through two-dimensional or three-dimensional images. Illustrators may do drawings for printed materials such as books, magazines, and other publications, or for commercial products such as textiles, packaging, wrapping paper, greeting cards, calendars, stationery, and more.
Illustrators use many different media, from pencil and paint to digital formatting, to prepare and create their illustrations. An illustrator consults with clients in order to determine what illustrations will best meet the story they are trying to tell, or what message they are trying to communicate.