Brand Designer vs Graphic Designer: Who Should You Hire?

Are you looking to hire a professional to create aesthetically pleasing designs for your business? If so, you might be wondering whether you need a graphic designer or a brand designer. Both can produce impressive work, but there are some important differences between them that you should know before deciding.

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The Role of a Brand Designer

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A brand designer is the creative mind behind a company’s personality. They make a brand come alive  by creating the overall look and feel of a company in a way that connects with and captures its audience. This involves designing logos, selecting color palettes, and choosing typography—all the elements that define a brand.

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The work of a brand designer is not just about making things look good; it’s about building a complete and cohesive identity while showcasing a brand’s values through design. Every piece of advertising, from business cards to billboards, needs to feel like it’s part of the same family. This consistency helps people recognize and remember the brand.

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A brand designer’s work often involves heavy research. They need to understand the business, its market, and its competition. This involves looking at what other companies are doing and figuring out how to stand out. The designer also needs to understand the company's goals and values. All this information is used to create a brand strategy.

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Once the strategy is in place, the brand designer starts working on the individual elements. The logo is usually the first thing they create, along with the brand colors. A logo is often the most recognizable part of a brand aside from the brand name itself. The designer will also choose colors and fonts that match the brand's personality and messaging. These choices are not just about what looks good; they are based on what will connect with the target audience.

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The brand designer's job does not end once the visual elements are created. Afterwards, some brand designers also make sure that these elements are used correctly. They do this by creating brand guidelines, which are a set of rules for how the brand should be presented. These guidelines cover things like how the logo should be used, what colors and fonts can be used, and how different elements should be arranged. The goal is to make sure that everything looks consistent, no matter who is creating the marketing materials.

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In essence, a brand designer helps shape how people see a company. Through smart design and planning, they create a visual identity that represents the brand and connects with people effectively.

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The Role of a Graphic Designer

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Graphic design, on the other hand, is more focused on creating standalone visual content. This can include anything from website graphics to print advertisements. They focus on crafting designs that not only look great but also communicate messages clearly and effectively. Their work spans a wide range of formats and purposes, from print materials to digital content.

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The primary goal of a graphic designer is to send messages through visual language. They need to understand the needs of their clients and find creative ways to communicate their messages. Graphic design is more about the specifics of each project, rather than the complete brand image or grand design.

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Moreover, graphic designers need to be skilled in using design software like Adobe Photoshop, Illustrator, and InDesign. They need to know how to create layouts, work with images, and use typography effectively. They also need to have a good eye for detail, as even small mistakes can affect the overall quality of a design.

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A good graphic designer knows that different audiences respond to different types of visuals. For example, a design that works for a young, trendy audience might not work for an older, more traditional audience. The designer needs to consider things like color, typography, and imagery to create designs that will resonate with the target audience. Moreover, a graphic designer has to make sure that their designs line with the brand guidelines provided by the brand designer.

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While brand designers need to focus on consistency, graphic designers have more freedom to experiment and create. They can try out different ideas and see what works best. This can involve playing with different layouts, colors, and fonts to create something that is visually appealing and effective. Collaboration is also a big part of a graphic designer’s job. They often work closely with marketers, writers, and other team members to create cohesive campaigns that fit the brand's goals. By working with other teams, they make sure that everything works together and the brand messaging remains clear in their creative works.

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It is also important to note that there is a lot of overlap between brand designers and graphic designers. A brand designer can work as a graphic designer and a graphic designer can work as a brand designer, the difference is the specialisation.

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How to Choose Between a Brand Designer and a Graphic Designer

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Choosing between a brand designer and a graphic designer can seem tricky, but understanding your specific needs makes the decision easier. Here are some factors to consider:

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Project Scope

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The first step is to think about the scope of your project. If you’re building a brand from scratch or need to create a strong brand identity, a brand designer is the way to go. They will help you develop a cohesive look and feel that defines your business, covering everything from your logo to color schemes and typography. On the other hand, if you already have a brand in place and simply need design work for specific projects, like marketing materials or social media posts, a graphic designer is likely the better choice. They can create individual pieces that fit within your existing brand identity.

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Brand Development

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If you’re launching a new business or considering a rebrand, a brand designer can provide the strategic foundation you need. They focus on understanding your mission, values, and target audience to create a brand identity that resonates. This involves deep research and careful planning, ensuring that all visual elements reflect what your brand stands for. A graphic designer, while still creative, typically focuses on executing design tasks rather than developing a brand strategy from the ground up.

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Ongoing Design Needs

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Consider how often you’ll need design work done. If you require regular design updates for things like social media graphics, newsletters, or promotional materials, hiring a graphic designer might be the best option. They can manage a variety of projects and keep your brand’s visual content fresh and engaging over time. However, if you have a lot of ongoing projects that need a consistent brand identity, starting with a brand designer can help set the stage for a successful collaboration.

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Budget Scale

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Cost is another important factor. Typically, hiring a brand designer may involve a higher upfront investment due to the comprehensive nature of their work. They provide a full package that includes brand strategy, logo design, and visual guidelines. If your budget is tight, assess what services are most critical for your business at the moment. If you only need specific design pieces and can live with your current brand identity, a graphic designer might be the more budget-friendly choice.

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Long-Term Goals

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Think about your long-term goals for your business. If your aim is to build a strong, recognizable brand that stands out in the market, investing in a brand designer is likely to pay off in the long run. They will help create a lasting identity that grows with your business. However, if your needs are more immediate or project-based, a graphic designer can meet those short-term needs effectively.

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The work of a brand designer is not just about making things look good; it’s about building a complete and cohesive identity while showcasing a brand’s values through design. Every piece of advertising, from business cards to billboards, needs to feel like it’s part of the same family. This consistency helps people recognize and remember the brand.

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Final thoughts

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Ultimately, the best choice depends on your immediate goals and long-term vision. A brand designer develops your overall brand identity, ideal for new or rebranding businesses. A graphic designer handles specific design tasks, perfect for maintaining and updating visual content. Choose based on whether you need a complete brand strategy or ongoing design support.