Brand Designer vs. Graphic Designer

I’ve pretty much been a brand designer for my full career but when I first started out (oh, so long ago), I was just a little padawan, eager to soak up all the “design midi-chlorians” in the galaxy. I was a born problem solver and what better way to earn my keep than to solve problems with visual communication, graphics and a pinch of art.

Very quickly, however, I fell in love with logo development and identity systems. I was at my happiest if I was doing more than just designing a flyer or tradeshow booth. I wanted to start at the beginning, diving deep into my client’s most basic problem: was their brand truly representative of their company? 

While brand development starts well before the visuals, a brand designer does, too. We are highly conceptual and create visuals based on strategy. We answer questions like “what made you choose to do ‘xyz’ for the rest of your career?” The key difference between a brand designer and a graphic designer is that brand designers start with the end result first. Graphic designers are charged with following a brand. Brand designers are the visual brand creators and the lead visualists of the never-ending brand-building process.

So, when you’re seeking a designer, first be clear of your needs and objectives. 

If you already have an established brand (with brand guidelines you can pass onto the designer) and are in need of marketing materials, a graphic designer is probably what you need. 

You need a brand designer if:

• You’ve been questioning the effectiveness and level of connectivity your company is having with your customers.

• You are restructuring your company or adding an “arm/branch” to your company.

• You are adding new products or services.

• You are just starting your business.

• Your sales are falling, and you fear you’re losing market share.

No matter if you need a graphic designer or a brand design, I strongly recommend that my clients find a trusted designer that they can partner with long-term. When I can learn and grow with my clients and their products/services, I become their brand expert and can help them police and maintain consistency across all venues.