> beyondgraphic.org was originally launched in 2003 to encourage debate and review of the professional title of “graphic designer” within the global graphic design community (see original essay below).
2008 UPDATE
> As intended, my views sparked much controversy – some agreed and some disagreed, but that is the purpose of a debate. Beyondgraphic.org spread virally on the web and was the topic of many heated online discussions.
Result? After 4 years of careful thought, I have decided to go with the term “communication design(er)” and launch Communication Designers of Toronto. As part of this decision, I have spent numerous hours attempting to create a simplified model and definition of communication design(er): see right column.
Those who have chosen to hold on to the term “graphic design” (which is ok if that is your preference) should take note of these two important changes since the launch of beyondgraphic.org (not that I am taking credit for them).
AIGA DROPS GRAPHIC
> AIGA has dropped all use of the term “graphic” and gone with only design. For quite some time they have been positioning themselves as “the professional association for design”. While I think it is a step in the right direction, it creates a couple of problems. The “G” for graphic is still in the AIGA acronym and poses a naming conflict. Also, dropping the descriptor and using only “designers” is a vague solution that bundles us with other types of designers (interior, industrial, fashion etc.) ... making the AIGA the association for all design disciplines – which is clearly not their intention.
Icograda Switches from Graphic to Communication
> The International Council of Graphic Design Associations (Icograda) recently switched from “graphic design” to “communication design”. This is a major shift as Icograda is the “world body for professional graphic design” and national graphic design member associations should soon follow.
Here is the official explanation that I was given:
“A policy decision that was made by the Icograda board at our board meeting in April 2006 in Montreal. In 2006 we have been concentrating on renewing Icograda’s strategic objectives and measuring the relevance of our best practices and policies as well as identifying gaps.
In April, as part of the policy discussion on competition guidelines and best practices on soliciting design work, it became apparent that there was consensus amongst the board that the term ‘graphic design’ did not reflect either the current state of the profession or how our members described themselves. So we made time within the agenda to devote a session to the topic of defining the profession.
As designers, our members work in increasingly rich media and collaborative environments. In addition, the senior members of the profession are working increasingly in consulting capacities with less focus on ‘traditional’ design production. In many ways, it reflects the shift from thinking about design as an artefact – producing a thing – and embraces the reality of design as a process – a means of creating communications solutions.
There was unanimous support as the outcome of this policy session and subsequent follow up in a virtual environment to shift from ‘graphic design’ to ‘communication design’. In general, it has been well received by our stakeholders, especially design buyers, who understand the idea of communication design more clearly than graphic design and the value and role that it plays in their businesses.”
Today’s graphic designer has moved beyond graphic. The term “graphic” fails to accurately describe our profession to the business community and the public. We should consider replacing it with a more relevant, accurate description of what we do today.
identity
> As graphic designers, we’ve been so busy defining our client’s identities that we forgot about a far more important identity: our own. Ironically, the entire communications industry is in a state of self-inflicted confusion: marketing, advertising, corporate identity, branding, web design, new media, multimedia, interactive, packaging, graphic design. We have accumulated so many terms – old and new – that people in our own industry don’t understand what we do, yet alone our clients. Many of these titles have become obsolete – especially “graphic design”.
The term “graphic” limits the advancement of our industry. Graphics refer to pictures and images – not strategies, concepts, words, sound, or animation. With the digital revolution, graphic design has truly moved beyond graphics. Today’s graphic designer has outgrown the job title. Some have tried to combat this by dropping the descriptor and calling themselves “designers”. However, this is a vague term that confuses people and bundles us with other types of designers (interior, industrial, fashion etc.).
value
> Although our expertise creates value for business, we are not valued as professionals by the business world. Compared with the average advertising budget, graphic design fees are minimal. Businesses spend millions on marketing or advertising, but only thousands on graphic design.
It’s easy to understand how our expertise and services are not taken seriously. As much as the graphic design community has worked over the years to educate businesses, few people really understand or value what we do. As a result, graphic designers are not considered crucial to an organization's success. Graphic designers get little respect in the boardroom and are constantly trying to justify their existence to clients. Are we fighting a losing battle by promoting obsolete terminology?
respect
> Many of us are members of professional graphic design associations. While these associations succeed in bringing us together, some may fall short of elevating our profession to the status of professions that are respected in the business world (lawyers, engineers, and accountants).
The respect we deserve in the business world will continue to evade us as long as “graphic” remains part of our name. Most business people – the ones who hire us – think that we are at the table to create the “look and feel”. They see our work as decoration, a nice-to-have after the strategic thinking is performed. This is why graphic designers remain at the bottom of the communications chain – below advertising professionals, communication consultants, and marketing strategists. As long as we are seen only as visual enhancers, we will never command the respect (or fees) that other professionals do.
ability
> Phototypesetting/Paste-up > Desktop Publishing Software > Web/new publishing software
In the past, people who learned desktop publishing software called themselves graphic designers. Now, technology-savvy people with Web publishing skills are calling themselves Web designers and are often crossing over into print. Again, we are faced with the problem of unqualified people using their technical abilities to pose as design experts. To combat this, the new designer must emphasize communication as their strength and be fluent in all forms of media. Communication ability -- not software ability -- should qualify them.
evolution
> Commercial Art > Graphic Art > Graphic Design > ?
“Design” once replaced the term “art”. The term “design” communicated that the work we did was more than artistic. Now it is time to replace “graphic”. A term like “communication” may be best as it deals with all of the communication elements that today’s professional must work with: concepts, words, type, color, sound, animation and, of course, graphics. It also suggests that we help clients communicate in many mediums – not just print but also digitally and 3-dimensionally.
“Communication” conveys that the work we do is functional and not just decorative. A “communication designer” must not only be creative, but strategic as well. Our work must deliver a message, not just a “look and feel”. We can work visually and verbally in all media because our talent is communication, not technology.
action
> How can we command respect and fairer fees when we haven’t communicated our own “brand” to the public? We must band together and take our industry to its rightful place in the professional business world. We either redefine our own profession or graphic design ourselves right out of existence. The first step is retiring an outdated term that is doing us far more harm than good.
Are you beyond graphic? Do you support a debate and global review of our professional title?
If you agree that your professional title of “graphic designer” could change to better reflect what you do, then please take action:
> Send this link to your graphic design colleagues: http://www.beyondgraphic.org
> Bring this issue to the attention of your graphic design association
