Design Corps : COMMUNICATOR : Winter 2008

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The Reality of Perception:
Why Design is a Necessary Part of your business strategy
As in any occupational field, graphic design has a history besmirched with an overabundance of self-importance. For example, in 1956, Paul Rand, the designer of the famous IBM striped logo, declared that “If it looks terrific, then that’s all I care about. After the looks, and of strictly secondary importance, comes client approval.”
Quote Many designers have also tried to justify their subjective styles with haughty sounding claims based on artistic pride that elevated the designer’s esoteric expertise over the client’s more pragmatic concerns. But, as always, what curtails such abuses is the real-world necessities of the marketplace. It will not tolerate prima donnas and art snobs. Yet here we also find two principles that make design indispensable. They are not based upon overinflated egos but upon nature—human nature to be exact.
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Web Publishing—Part 2: Stepping Through the Process
In Part 1 of this article we pointed out the equivalent status of the Printer and the Web Programmer (Developer)—both production functions in the world of publishing. In this second part we describe the project phases and job functions of producing a website, and we show you how Design Corps fits into this process. You’ll soon have an adequate understanding of how websites can be created with the right people and services. If you are an experienced buyer of design services for print you will clearly see the similarities in the processes. Having a good understanding will remove much of the mystery of website development.
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Selling the Intangible

Anyone who believes in their company thinks that the product could sell itself. But, in a media-saturated market, “selling” first requires conveying the product to the eyes before it can be conveyed to the intellect. This created a communication challenge for a more scientifically-oriented service company which offers a cost-effective approach to safe water management. Read about their challenge and how Design Corps is meeting it.
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Design Corps, 28 South Water Street, Suite 307, Batavia, IL 60510 — Ph 630.761.9650 — info@designcorps.us
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Design Corps is a design firm which has been in business for over a decade, and is based in the Chicago area with an office also in Colorado Springs. At the heart of Design Corps is an appreciation for design as an intentional process of communication. Although intuition, creativity, and aesthetics play a vital role in design, it should not be subjective. Instead, creativity should be part of a final stage guided by a proper understanding of the values, strategy, audience, and message of an organization. This is true whether developing a corporate branding system or designing a book cover, brochure, or advertisement.

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