Graphic Design: Ethical & Legal Work Practices

In the Graphic Design industry, there are many rules and regulations which protect both the Graphic Designer individual or company, and the client.  These rules are laws that include, but are not limited to: trademarks, copyrights, patents, etc.

These laws apply to a wide range of slogans, photos, images (including clipart), brand names, trade names, colours and sounds that have already been protected in previous design work.  An example of a protected brand name is iPod by Apple.  Also the UPS has a specific shade of brown patented for their use only.

Graphic designers are able to purchase the rights (aka Artist Releases) to use specific images, photos or clipart, etc. through the platform of stock photo websites.

Copyright infringement refers to “..any action within the ‘bundle of rights’ taken by anyone without permission.  This includes: copying, distributing, performing, displaying or creating “derivative works”.”

It is highly recommended that Graphic Designers use contracts with all clients to ensure there is a safety net that protects both the Designer and the client.  Signing a contract should not be seen as an uncomfortable moment, but rather a necessary part of business.  The contract should include specific details about the job to be completed.  Another situation to avoid from a legal point of view is if a client requests “work-for-hire”.  This term implies that you, as an individual or the Graphic Design Company will not retain the copyrights to the final design.  There are only certain times when this suggestion is actually legal.

Graphic Design Visual Timeline

Famous Logo's Analysis & Redesign

As visual people, Graphic designers, or in our case; 'Graphic Designers in Training' - tend to observe the world around us without realising we are doing so.  In my daily life I notice billboards, magazine covers, building designs and company logos and break them down into colours, shapes and styles. I then try to understand from a design perspective as to why specific elements and principles of design have been implemented.

One example of a logo I have noticed and often internally debated is the following Snap Fitness logo.  I actually like the logo in some ways, but the main annoyance for me is the colour choice - red.  Red is a very bold, aggressive colour - so therefore needs to be used with caution.  For a gym I can understand the concept behind it - strength, agility, power, etc. are all connotations of the colour red.  For me I see red as a representation of aggression and overpowering, strong emotions when mixed with a gym setting.  If the company wishes to encourage female consumers to buy into their product they may have difficulty doing so.  I have asked for male opinions on the matter and the majority have said that the colour is of no consequence or if anything they liked it.  

The bottom logo is my new design for Snap Fitness.  It uses the colour green, which to me represents - growth, energy and health.  I have purposely designed the logo to be simplified to help subconsciously portray the aspect of an affordable, easy to use gym.  The typeface I have chosen is curved but legible, which allows for ease of readability and instant recognition.

Another logo I have recently taken notice of, is the Deloitte Accounting & Business Advisory Services logo (see below).  What I dislike about this logo is the over-simplification.  The only components are a typeface and colour.  I cannot argue the logo has been unsuccessful for the company's image as this is not true.  The company logos for business and accounting type firms tend to be clinical and non-de script - as a designer I think I may just be adverse to this style as I like decorative and well thought out logos (aka pretty things).  

Graphic Designer: Role & Responsibilities

A Graphic Designer is responsible for a wide variety of tasks.  These include:

·        

·         creating design solutions that have high visual impact

·         meeting clients or account managers to discuss the business objectives and requirements of the job;

·         interpreting the client's business needs and developing a concept to suit their purpose;

·         estimating the time required to complete the work and providing quotes for clients;

·         developing design briefs by gathering information and data through research;

·         thinking creatively to produce new ideas and concepts;

·         using innovation to redefine a design brief within the constraints of cost and time;

·         presenting finalised ideas and concepts to clients or account managers;

·         working with a wide range of media, including photography and computer-aided design (CAD);

·         proofreading to produce accurate and high-quality work;

·         contributing ideas and design artwork to the overall brief;

·         demonstrating illustrative skills with rough sketches;

·         working on layouts and artworking pages ready for print;

·         keeping abreast of emerging technologies in new media (particularly design programs such as QuarkXPress, FreeHand, Illustrator, Photoshop, 3ds Max, Acrobat, Director, Dreamweaver and Flash);

·         developing interactive design;

·         commissioning illustrators and photographers;

·         working as part of a team with printers, copywriters, photographers, stylists, illustrators, other designers, account executives, web developers and marketing specialists.

The following is an example of an accurate job description of a generic Graphic Designer

working in a design firm.  The description is longer and requires a fair bit more

persistence to get through, but the length allows for a more thorough understanding of

the specific tasks and responsibilities required for the role.

Graphic Designer
Description:
GWS Personnel is currently working with a Government client who is seeking an experienced Graphic Designer to fill a temporary 4-6 week opportunity within their busy team. Relevant qualifications in Graphic Design and having demonstrated experience are essential. Responsibilities will include; .Developing their corporate brand. Provide support to management and staff on graphic design aspects of marketing etc. Ensure brand consistency. Devise and produce a diverse and creative range of marketing and promotional material. Portray a positive image of the company within the market The successful candidate will have. High level computer skills in Adobe Creative Suite (e.g. Indesign, Illustrator & Photoshop) & Microsoft Office. Experience in Flash would be advantageous. High level communication skills. Understanding & Knowledge of commercial printing. Previous design and marketing experience. You will be responsible for working towards deadlines so reliability and working under pressure is a must. You will have the ability to take ownership of this role so it's a great opportunity to make it your own and make use of your creative flair. For more information & to apply please contact Rhyley Hunter at GWS Personnel on (02) 6931 9070 or email a current CV in Word format to rhyley@gwspersonnel.com.au




Here is an example of vague description of what a Graphic Designer is responsible for in a Graphic Design Firm:





Graphic Designer
Australian Taxation Office
(Non-ongoing Position, Closing Date 14/06/2012)

Description:
Your role as a hands on Middleweight Graphic Designer is critical for the delivery of our day-to-day business. You'll facilitate the development of products from concept to delivery including the design and typeset of products and will perform quality assurance checks.








The above description may be completely accurate, but is too complicated and loses that instant effectiveness the employer should be aiming for.  It also does not address the majority of tasks a Graphic Designer is typically responsible for in an organisation, which leads the viewer to believe these tasks are not required.