The Age of Information [Reading Response]

Reputations: Massimo Vignelli

Massimo Vignelli considers himself an “information architect”, one whose designs are positioned in the centre between progressiveness and conservatism. 

“What we do is really structural in presenting information in a way that’s more understandable than any other form. Graphic designers today are changing because of the computer. They all work with a digital technology so they are really switching more and more towards information architecture. If you still want to call it graphic design, that is fine with me.”

I agree that graphic design today has really changed because of the computer and technology. Because graphic design software is so readily available, good graphic designers today seem to be the one who can fulfil the briefs with clarity and beauty. It’s something I aim to do in the future and that I feel can only be cultivated with experience. As I become more accustomed to softwares, I can only imagine my process will get faster; with the fulfilling of more briefs, I hope to achieve the clarity of thought and identity Vignelli so obviously possesses.

The Rise of Corporate Identity

The second article discusses the rising importance of corporate identity. Good design lasts, as shown by how recognisable the brands are in the article.

Undeniably, corporate identity can make or break a brand – having worked in a startup previously, I realised that new companies are often concerned with having an eye-catching logo and slogan. Indeed, in today’s climate where almost every company has that sleek, modern, unified brand identity, it becomes very easy to identify older brands that have not gone through revamps. Even NTU had its own logo revamped, with a more modern sans serif font replacing the older serif font. I think websites such as reinforce this idea, with the sheer number of open jobs, and the sheer number of responses that come in for each job.

In this sense, I feel rather stressed about about my future as a graphic designer, because I’d really have to come up with great ideas for brands to adopt them as their identity with the seemingly saturated market today. Nevertheless, I am hopeful!

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