Use of Graphics Today from a Branding Perspective

Today’s average consumer frequently is on the go and has little time to sit and contemplate. The world of graphics was created as a way for us to quickly and easily absorb information.

A company logo is a graphic. It’s a primary identifier for a company, but often receives too much attention for smaller business without a history to represent in a small, scrutinized image. For some, it may make sense to begin with a word mark – think Pottery Barn, FedEx and Tiffany’s as examples.

On the front page of every section, everyday, the USA Today newspaper has an info-graphic in the lower left corner. An info-graphic is a graphic that directly imparts information through words and pictures. They use them to show the revenue streams of companies, the history of a product or employee, or a visual breakdown of what all the buttons do on that new product.

When we, as consumers, see graphics in the same style we think “USA Today.” In the graphics profession, you can even hear, “Let’s use a USA Today-style chart here.” Wouldn’t it be nice if your group’s graphics were as easily recognizable, conjuring up instant references to your team? All the more reason to consider their importance carefully, and as we do with law, construction, and even coffee… leave it up to the professionals to guide you.

Last but not least, remember, “a picture is worth a thousand words,” and think about how your selection reflects upon your organizational efforts. For those non-readers out there, they will rely upon them to receive clues about your group – the essence of your brand.

Check out this library of graphics working for their companies in various ways.