This year has flown. To think we are at the end of 2012. I can’t believe it was 6 short years ago that I started my passion of building my dream SANTANA GRAPHIX. It got me thinking. I went back to what inspired me. It comes down to the Definition of GRAPHIC DESIGN which is the art or profession of using design elements (as typography and images) to convey information or create an effect; also : a product of this art
The Importance of Graphic Design must not be underestimated!!
Graphic Design done by Professionals who are Creative and Passionate about getting your UNIQUE message across to create a Brand Position in the marketplace.
Business owners, especially a new small business owner, needs to realise the value of graphic design and the impact it can have on a business. Graphic Design done by a professional will attract your target market and increase the sales of a business activity.
Santana Graphix – Case Study
New International Corporate Identity for Global Education
Out with the Old and in with the New
The brand has been established for the past four years; however, has failed to build a strong preference in the current marketplace due to poor visibility. Our brief was to take the current corporate identity (CI) to the next level – where the vibrancy and dynamics of the company could relate to its marketing collateral – and ultimately, speak directly to its highly technological, muti-tasking target audience.
The Brief in Detail
The brief was issued towards the end of April 2010, and incorporated the redesign of the following CI elements:
- Business cards
- Electronic signature
- Posters and flyers, specifically created for an upcoming international education conference
- Generic print advertisements
Target Audience: The Millennial Generation
Born between 1982 and 2003 and also known as Generation Y, the Millennials have been hailed as a new ‘Great Generation’. According to international researchers William Strauss and Neil Howe, these teenagers display ambition, confidence, optimism, and a capacity for high-level co-operative work. At the same time, they measure high on scales of stress, conventionality, and over-reliance on parents.
When assessing Global Education’s current CI, we decided to start with the removal of the clinical white background, and then moved on to intensify the existing dull green detail. A sophisticated black background was later incorporated, with a three dimensional global and energetic orange spot colour to lift the overall design effect. The change has been dramatic, although not so completely left field that the original Global Education brand building has been completely lost.
A Word from the Client
Says Liza Manoussis, owner and CEO of Global Education, “I am absolutely thrilled with the new look and feel of the brand. Santana Graphix has added contrast, movement and most of all, modernised the complete CI effect. We are aiming to re-launch mid- July and believe that our target audience of young and ambitious school leavers looking to study abroad, will respond positively to our new positioning within the market. The various above- and below-the-line marketing collateral mechanisms will be rolled-out next month, across our five branches including; Johannesburg, Pretoria, Cape Town, Durban and Zimbabwe.”
Comparing Applies to Pairs
Professionally designed Logos, stationary and advertising material is Vital!