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Design is a creative discipline in charge of solving different types of problems and of creating logos. Design seeks the best and most appropriate way of creating the necessary object giving it the top effectiveness, usefulness , beauty and handiness. On the other hand, when we talk about rendering ideas or concepts into material objects we talk about the creation of new signs. The sign is a graphic object that refers to an idea. Therefore, design, in this sense, is in charge of creating graphic objects that depict the idea willing to be transmitted to the client. Never will a design undertake to create such ideas, that is on behalf of the client. Usually (almost always), what design does with respect to the creation of signs is inventing and developing a new sign for a preexisting idea.

For instance, in the case of corporate logos many companies request for their Logo to convey sensibility. Consequently, the design, in this case graphic design, is in charge of inventing and developing a graphic object that suits the client’s tastes, that conveys sensibility and that is different from all the other signs making it. However, the sign certainly refers to an idea because of its shape or convention and therefore it is not alien to the remaining graphic objects. However, the fact that the sign refers to an idea because of its shape does mean that it is due to convention. For instance, when we look at the typical drawing of a flower, we all recognize that it IS a flower. Nevertheless, it is not a flower, and to be honest, it hardly looks like one: the similarity we acknowledge is absolutely conventional. Of course, in the case of abstract objects, types of font or words this is still more evident: nothing makes a house be called “house”, but it obtains its value by convention. In so doing we want to highlight the importance that already created design graphic objects have when it comes to creating a new one. We have already said that these have to be taken into consideration in order to differ from them and create a different sign, in our case, for the concept of “sensibility”. But it is not only about differentiating: just as the word “house” refers to a house because all of us take it for granted that that sign refers to the concept of “house”, the concept of “sensibility” has one or more signs that refer to it. These signs have been created and the accumulation of similar graphic objects referring to the same concept have forged some graphic standards to indicate it. A new sign depicting “sensibility” must differ from the rest in order to be unique and new but it must , at the same time, get close to them in order to be understood. This is the balance sought by design: it must create new graphic objects without departing from the conventional frames that make it intelligible.

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Design is a particular discipline with respect to customer service. Most jobs relate with clients for them to indicate what they want and then, once the process is over, to pay for the job. Design is radically different. In this discipline client and designer are in permanent touch, they interchange ideas and direct the job together. This distinctive feature makes design a discipline that implies an effort for those willing to make use of it.

But all this will be developed in detail in the last section of this site called client-designer relation.

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